Katie Osborn

Via Collective specializes in wayfinding strategy and design. Our mission is to enhance the User Experience through wayfinding. Our values of commitment, courage, transparency, and curiosity shine through in our long standing client relationship and in engaging the stakeholders to deliver a wayfinding program that supports each other and our clients’ clients: the visitor.

We are guided by data driven strategy and embrace a collaborative process with our clients and stakeholders. The material and mediums follow the design strategy, allowing us to focus on the desired visitor experience as the outcome. This approach allows for unique and ambitious solutions that may include a range of tools such as static signs, digital displays, maps, and customer service programs, all of which provide visitors an opportunity to feel an ease of navigation, excitement of discovery, and sense of safety throughout their journey.

As the CEO and Founding Principal 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. She is strong believer in collaborating with experts to create ambitious, user-centered, on-brand, and experiential design solutions. As a regular speaker on wayfinding strategy and how it is “more than just signs,” she shares her expertise and passion for solutions that work for all people.

Located in Manhattan, NY, Via Collective is a certified Women Owned Business (WBE) and a certified Disadvantaged Business Enterprise.