917.310.5392 info@viacollective.com



Via Collective is a design firm that creates wayfinding systems for a seamless journey through the built environment. Working with us is a collaborative experience through every phase of your project; developing solutions that focus on the needs of the users, enhancing the brand, and connecting with the architecture.

Our methods are based on proven effective wayfinding principles of user experience, architectural scale and functionality. By auditing existing systems, interviewing users and stakeholders, and testing designs before final implementation, we create systems that are useful, integrated and supportive to the environment and the people that use it.


Our processes are tried and true, but the results and recommendations are as varied and diverse as the project and users.

We begin by gathering all the data around your project. We understand the goals and approach, audit the current systems, listen to the stakeholders, and conduct user-centered research. All of this allows us to gain a deep understanding of the current situation and desired outcomes.
In order for the strategy to meet the project goals and the needs of the end user, we take into account the architecture, branding and usability and integrate these components with the findings of the discovery stage. We then consider industry best practices, technology innovation and our own insights to create a unique strategy for the design solution.
Our designs seamlessly integrate into the architectural environments and always stay on-brand. Before final roll-out, we produce full size physical mock ups or interactive prototypes to test and confirm the approach. To bring them to life, we call on our network of expert graphic designers, industrial designers, UX designers, fabricators, and printers to create the highest quality of work.
We don’t stop working after the project is installed. We make sure you can maintain your program and keep your materials current. A follow up user survey provides data around the success of the new system, verifying and confirming the final design. We also assist in developing in-house processes, writing job descriptions and facilitate staff training.


Some projects require the full range of services; others are more limited in their needs. Each project is unique, and our capabilities cover all the needs to create a successful wayfinding system, regardless of size.

Wayfinding Strategy & Design

We consider all the ways users interact with the built environment. Through signage, printed materials, websites, mobile apps, and more, we create a successful and seamless user experience.

Stakeholder Facilitation

Great projects are built on great communication. As trained facilitators, we guide discussions at every level and at every phase, strengthening relationships and ensuring a successful outcome.

User-centered Research

Through qualitative and quantitative research, we learn what your users need—and want—and we align those goals with the mission and vision of your organization.

Branding & Communication

Now that the printed page and digital screen are interchangeable, it’s vital to design for maximum engagement. Our information systems engage and inform the user regardless of the medium.


Our clients are the end users, therefore a wide variety of people hire us including Developers, Architecture, Planning and Engineering firms. We also work directly with Private Organizations, Universities, Government Agencies, and Hospitals. Everyone needs wayfinding, so we don’t discriminate.


At Via Collective, our name is our mission. Designing information that helps people navigate the built environment is a group effort. We approach projects with big picture thinking and work with users and stakeholders from day one. Via Collective is a Disadvantaged Business Enterprise (DBE) and Women Owned Business Enterprise (WBE), certified by New York City, the State of New York, and the Port Authority of New York & New Jersey.

Katie Osborn

Katie Osborn

Principal & Wayfinding Strategist

As the founder of Via Collective, Katie’s passion for wayfinding strategy is at the heart of improving people’s interactions with the built environment. By focusing on client communications and user-focused results, she’s delivered targeted solutions to clients throughout North America. Katie has honed her unique approach to design over her 15-year career, which has included stints at Louis Nelson Associates, Pentagram, and Sylvia Harris LLC. Katie holds a BFA from the University of Wisconsin-Stout, has taught typography and design at the College of Visual Arts in St. Paul, Minnesota, is a past board member of AIGA Minnesota, and is member of AIGA and SEGD.
Rion Byrd Gumus

Rion Byrd Gumus

Creative Director

Rion believes great design is as much about the reality of use as it is about aesthetics. She brings this philosophy to her role of creative director, where she works closely with clients to create designs that inform users and connect with their surroundings. Rion has more than 17 years of design experience with large firms such as Whitehouse & Company and Pentagram Design, and recently as the environmental graphics coordinator for Rutgers University. She earned a BFA from the University of North Texas and has received numerous awards from SEGD and AIGA. Her work has been featured in Communication Arts’ Design Annual, the Graphis Design Annual, and Metropolis magazine.
Ainslie Pearsall

Ainslie Pearsall

Senior Environmental Graphic Designer

As senior environmental graphic designer, Ainslie furnishes highly conceptual, systematically functional, and beautifully designed environmental graphic programs. Her keen eye for detail allows her to consistently deliver simple and elegant solutions that balance purpose and function. Ainslie has refined her multi-disciplinary approach to design over the past six years, lending her talents to both Russell Design and Harkess-Ord. Ainslie holds a BFA from Bucknell University, where she won the “Class of 1905 Art Prize” for outstanding work in the creative arts, and a Masters of Industrial Design from Pratt Institute.


Asian Americans for Equality
CHK America
Entro Communications, Inc.
Hudson Companies, Inc.
Hudson Yards Infrastructure Corporation
Metropolitan Transportation Authority
LaGuardia Community College
Larisa Ortiz Associates, LLC
New York-Presbyterian Hospital
New York University
New York University Langone Medical Center
Norfast Consulting Group
Park Slope
Fifth Avenue Business Improvement District
Port Authority of Allegheny County
Port Authority of New York & New Jersey
Project Urbanista
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Randall’s Island Park Alliance
Stony Brook University
University of Miami
Weill Cornell Medical Center



Via Collective
594 Dean Street
Brooklyn, NY 11238
PHONE: 646.930.4273
FAX: 718.701.5980
EMAIL: hello@viacollective.com

594 Dean Street Brooklyn, NY 11238


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