San Diego, California

Cross Border Xpress

RSM Design partnered with Cross Border Xpress (CBX) to enhance the user experience at the San Diego terminal of Tijuana International Airport. With a rapidly increasing number of travelers, CBX required a cohesive wayfinding and signage system to streamline navigation and improve clarity. RSM Design conducted an in-depth analysis and developed a strategic solution that guides passengers seamlessly from arrival to border crossing. The design prioritizes clear communication of required travel documents for both Northbound and Southbound travelers, ensuring a smooth and stress-free journey for all users.

Markets

Transit

Services

Client

Cross Border Xpress

CREATING A SENSE OF ARRIVAL

Arrival on the site is one of the most critical places to confirm the destination and the brand voice. RSM Design analyzed the site to determine the perimeter and created a monument at the entrance to ensure the destination and provide helpful information through digital displays.

OUTLINING THE JOURNEY

RSM Design worked on analyzing the journey of Southbound travelers and Northbound travelers to determine key steps and touchpoints each user will experience, including making sure each passenger has the correct documentation ready and available.

MESSAGING

Messaging is key to an effective wayfinding system. With the high-volume CBX encounters throughout the year, it is important to have a messaging structure that is clear and concise. The RSM Design team worked on simplifying icons and messaging to create better visibility, legibility, clarity and variety that subdivides information into meaningful categories to help travelers sort out complex information.

PARKING

The RSM Design team worked on creating a system that clearly identifies and designates the parking lots on site at CBX. By using unique alphanumeric designations for each parking area, the system empowers users to find their car with confidence through a robust and strategic parking sign system. Through the integration of colors, letters, and the alphanumeric designations, users can easily remember where they last parked their car. Previously, the parking system allowed for repeat combinations, which often led to confusion and caused travelers to end up in the wrong area while searching for their car after a long trip. These new signs not only address this issue but also serve as one of the last touchpoints travelers have as they leave the site.

COLLABORATION

The RSM Design team collaborated closely with the client team, conducting multiple site visits and engaging in collaborative sessions to understand site needs. This partnership extended to working closely with fabricators and the CBX team, ensuring a seamless wayfinding system that enhances the user experience. Together, a dynamic partnership was forged that combined expertise and insights to create a wayfinding solution tailored to the unique context and vision of the CBX terminal.

Collaborators:

Third Floor North, Reprohaus