The Eyelet.

Ten years ago, the practice of wayfinding mostly involved designing sign systems. Today it’s a much broader field involving fast paced technology, such as GPS systems, web accessibility and smart mobile devices. Another cultural shift we’re seeing is wayfinding used as a means to deliver brand messaging and awareness. Brands that are taking advantage of current technology trends are not only helping their audience find their way, but are also developing brand loyalty in the process.

This month, the University of California, San Diego became the first public university in the country to package a full-service iPhone application. In addition to traditional campus signage, the university has taken campus-wayfinding far beyond the typical map, and created a broad range outlet for the entire UCSD brand. The app provides mobile access to an interactive campus map, up-to-date information about current and next-quarter course listings, faculty contact information, and even videos from the university’s YouTube channel.

“It’s going to provide so much information in such a sleek interface that it’s going to add a whole new dimension to students’ day-to-day experiences on campus,” said Elazar C. Harel, assistant vice chancellor of administrative computing and telecommunications at UC San Diego. “By the end of the year, many of the students will also be able to use the application on a wider variety of handheld devices and use those devices to listen to audio podcasts of previous lectures while they’re going to that day’s class.”

With the application, a student is able to find on a map the specific location of a classroom in a building or even text message an instructor.

WHAT MAKES THIS APP SO SUCCESSFUL?

They key is to combine current technology trends, with relevant brand-focused content. Not only is the UCSD campus app one of the first in its industry, but it also differentiates the UCSD brand as technology focused institution. “The UC San Diego campus is one of the most networked locations in the world, with more than 2,500 Wi-Fi access points that blanket the campus with high-speed wireless Internet connectivity,” writes Rex Graham of UCSD. Another key factor is that it’s audience appropriate. It’s not only a sleek and easy to use device, but also strikes a chord with the average university student. The combination of helpful information with fun content such as video and podcasts helps deliver the UC San Diego brand personality and is a part of a unique brand experience for a student that helps create life-long brand loyalty.

What other smart-phone applications have you seen that combine useful tools as a means to enhance brand experience and build brand loyalty?