MD Anderson

WAYFINDING FOR A LEADING NATIONAL CANCER CENTER

Project

MD Anderson: Access

Designing a comprehensive wayfinding system for MD Anderson Cancer Center in Houston was an ambitious and deeply meaningful undertaking. As lead designer in partnership with fd2s, Jef Anderson guided the overall brand language and visual direction of the program—crafting a system that would support visitors, families, and cancer patients navigating one of the nation’s most complex treatment environments.

Deliverables

Services

Positioning
Naming
Verbal Identity
Visual Identity

Deliverables

Logo
Visual Language
Branded Graphics
Signage
Stationery

The Access program established a unified visual identity built around typographic consistency, color psychology, and supportive graphic elements. Every component was designed to help reduce stress, instill trust, and create a sense of clarity throughout the hospital environment. Directional signage emphasized warmth and accessibility. The visual language drew inspiration from public transportation systems to create a feeling of familiarity—helping people orient themselves quickly and intuitively.
True Simplicity
Brand Positioning Wayfinding Signage

Achieving true simplicity in wayfinding is often the hardest part of the process. Color and typography became essential tools in creating a system that felt both clear and comforting. A bold brown horizontal band paired with a calming pale blue created hierarchy, unity, and a sense of ease. The iconic Access commuter logo served as an anchor on all signage, reinforcing the pathway and overall system.

Living Imagery
Brand PositioningSuccess Stories & Photography

Portrait photography played a key emotional role in the brand system. Images of patients in remission—celebrating health, family, and nature—introduced moments of hope throughout the environment. Bright expressions and natural daylight became visual constants across the Access brand train system.

Expressions of Life

To complement the primary directional signage, we created a series of brand signage elements featuring patient success stories. These pieces introduced visual pacing and positivity throughout the facility, offering emotional touchpoints along the wayfinding routes. The system brought humanity into the journey—reminding visitors and patients of resilience, optimism, and the lives renewed within MD Anderson.

Consistent Messaging
Brand PositioningTypographic Standards

Beyond the main pathway signage, dimensional lettering and department identifiers were developed using the same typographic standards established for the Access system. These conventions extended to exterior directional signs throughout all MD Anderson entrances and facilities, ensuring a consistent, calming experience from arrival to destination.