To accomplish these goals, Ideation used a combination of environmental graphic design,  custom signage  and handpainted graphics. Ideation’s designer simplified the IBEW seal so that it would reproduce better and promote their brand identity.

Michelle Lannoo, head designer of the Detroit IBEW Local 58 project, was able to give some insight into how the use of branded space helped IBEW tell their story.

“The first step in any project is the experience audit. We meet with the client to learn what story should be conveyed and then we evaluate the space.”

This experience audit is one of the most important aspects of any project. Having a clear vision of the end goal and the hurdles that may get in the way, make a project flow smoothly and stay on budget. Once everyone shares a common vision, then it’s time to roll up the sleeves and make it a reality.

The Canvas

Telling a story with pictures starts with the canvas. The IBEW building was newly renovated, with large open rooms, and blank walls. To reduce the feeling of ‘too much space,’ the architect had incorporated several interesting wall features. These unique features presented both challenges and opportunities for Ideation’s designer.

Branding Walls

“First, we cropped the seal and focused on the clenched fist. The fist denoted the power of the electrical workers and the combined strength of their brotherhood.” – Michelle Lannoo, Head Designer, Ideation

The walls were painted a gray and the seal was handpainted on using a lighter gray. The two-tone colors were chosen to break up the starkness of the long walls. They subtle graphics drew the eye but do not take away from the more vivid colors of signs and graphics Ideation wanted to showcase.

Tying Together the Exterior and Interior Design

We wanted the design of the interior to connect with the exterior of the building. The copper color, appropriate for electrical workers, that was used outside needed to be brought inside. The best way to do this was to use copper coloring on the dimensional letters and walls.

To take the metallic theme even further, Ideation’s designer knew she wanted to use steel signs on the walls.

Since the images on the signs needed to tell the story of the organization, Michelle wanted to incorporate actual photos from the union members instead of stock photography.

“Rather than using professional photography or stock images, we were able to use personal photos. By styling the images and printing on metal, the quality did not suffer and that ‘personal’ feeling we hoped for was achieved.” – Michelle Lannoo, Head Designer, Ideation

One of the challenges presented by the architecture was that the walls were not flat. Rather than downplay this element, Ideation sought to work with the architecture and emphasize the unique feature.

Innovation in Design

To craft the signs, the quality of the pictures needed to be addressed. Many of the photos had been taken with worker’s phones. Ideation found that superimposing the images on metal signs compensated for any fuzziness or pixelation. The texture of the metal base worked well with the image quality and gave an old world feel to the pictures. Since they had already decided that metal signs would work well in the branded space.

The second hurdle was how to hang the images so that they worked with the unique architecture of the walls. Michelle, the head designer, wanted to try wrapping the signs around the corners of the wall. Unfortunately, typical sign-making techniques did not work in this application.

After trying several different methods, Ideation was able to come up with a prototype that worked. By putting the images on clear vinyl and then applying the vinyl to the steel panels underneath, they were able to bend the images around the corner of the wall without losing perspective or integrity.

Using this process of putting images onto metal, it was possible to use an old photo of the Founding Fathers of the IBEW Local 58 to create a grouping of signs on the wall. The coloring and visual appeal of the photo also promoted the overall message of the branded space. Family, history, brotherhood, and a feeling of permanence would reach those that the IBEW hoped to recruit.

Communicating Brand Identity

Not only did the IBEW want to share their story with those inside their building, but they wanted to communicate their brand to those outside. The IBEW Local 58 frequently holds news conferences. Because of this, an amazing opportunity to take their branded space and share it with a broader audience presented itself.

The stage area where they film interviews and presentation was bland. The thought was ‘let’s incorporate the branding into the backdrop so it would represent the brand identity in every broadcast’.

With that in mind, Ideation handpainted supersized graphics on the wall behind the podium. Dimensional letters, painted a metallic color, were placed to the side of the stage. The result was that there was always something of interest in the background showing from every camera angle.

Branded Space Tells the Whole Story

To complete the story,  IBEW Local 58 also wanted to communicate the energy-efficiency of their building. Since many of those features, like insulation, stay hidden behind the walls and out of sight, we highlighted them for visitors on a story wall.

A series of signs communicated the value of Zero Net Energy to the organization. Ideation placed these signs on the entry wall, so that, when a visitor enters the building, they can see that the building itself is a reflection of IBEW’s views on progress.

Upon the project’s completion, both the designer and the client felt that the branded space successfully communicated the IBEW Local 58 purpose, mission, and history to the members and visitors.

Ideation Orange leads the industry in creating branded space and brand identity using signs and environmental graphics. If you would like more information on how your space can better communicate your story, contact Ideation Orange in Hazel Park, Michigan.

Photos © 2018 Gene Meadows

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Customer Engagement and Branding

Ideally, a restaurant wants patrons. Patrons are regular customers that adopt a place as their own. They are the best sources of advertisement and help keep the restaurant profitable. The trick is finding these patrons and making sure that they keep coming back.

Restaurant branding is one way to engage these customers. Branding tells a story and once a person feels that they are part of that story, they become invested. It is no longer ‘your’ restaurant. Instead, it becomes theirs. They start to feel the pride of ownership and want to show off their ‘new possession’ to others.

But, of course, the first step is to bring them to your restaurant for the first time.

Branding and Exterior Signage

Typically, people will only try a new restaurant after several touches with the brand. They might have heard about it from a friend or seen it advertised. Perhaps they read reviews or viewed the exterior signage as they drove down the road.

Something or several somethings caught their eye and moved them from being unaware of the brand to an interested prospect. At some point, they make their first micro-yes and decide to give your restaurant a try.

Branded Space Inside the Restaurant

When that first-time visitor crosses the threshold of your restaurant, he has expectations. The first impression, that moment when he views the interior space of your eatery is when he starts evaluating his experience.

Space, architecture, decor, environmental graphics, and even wayfinding signs tell the story of your establishment. If there is harmony between elements, then it engages. If there is discord, it leaves a feeling of unease or dissatisfaction.

Ideally, the branded space inside the restaurant will meet the expectations set before the person entered. Outdoor signs should complement indoor signs and design should stay consistent throughout the building.

Creating Cohesion Between Branding and Design

Most restaurant startups employ several different teams to help build their brand identity. They may use an interior designer, an architect, and a custom sign company.  When these groups can work together to create an interrelated design, then the overall brand experience improves.

The key to creating a seamless experience for patrons or guests is collaboration.

Tips for Collaboration

Gather all the involved parties early in the project and communicate the vision for your brand. Note any particular issues that might affect other teams. For instance, will window placement make it challenging to hang outdoor restaurant signs? Does ADA compliance require signage in a place where the decorator wanted a mural?

Have regular meetings to reinforce the story behind the restaurant branding. Each group should share its discoveries and brainstorm how to incorporate these points into the brand identity.

Understand that the overall story is more important than any one element. In other words, egos may need to be checked at the door. When certain obstacles crop up, it takes everyone to find a solution.

Ideation – A Restaurant Branding Company

If you hope to convey your branding inside and outside your restaurant, Ideation can help put together a sign plan that brands the space so that it matches your architecture and design.

“Too often, companies spend a lot of money on new signs without considering the role their brand identity can play in their space.” – Daren Bossenberger, Ideation Founder

Ideation Orange works with restaurants in Michigan, across the United States, and around the world. If you are interested in how environmental design can help you created branded space, contact Ideation Orange for a consultation.

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Environmental Design Tells a Story

A congregation identifies strongly with its church home. Often the very architecture of the church can give visitors a sense of what they will find inside the walls. Is it a conservative church? Will they speak a traditional message? Are they more contemporary? After all, you would not expect to walk into St. Paul’s Cathedral and find wayfinding signs sporting a Comic Sans font. Even if you did not understand why it felt wrong, your brain would still pick up on the lack of design cohesion.

Not only do signs say something about the church as a body but they also communicate the message of the church.  You would not want to trivialize the spoken words by using imagery that does not strengthen what is taught. This is why wayfinding signs and environmental graphics are so vital. Environmental graphic designers take all of this into consideration when designing custom signs for churches.

Blending New Signs with Old Architecture

A perfect example the how signs play an important role in the ‘feel’ of a church is Kirk in the Hills Church. One of the challenges presented by church officials was to create a sign plan that worked with their existing architecture. Kirk in the Hills contracted the Environmental Design team at Ideation to create a wayfinding system that preserved the ‘feel’ of their church.

At Kirk of the Hills, everyone wanted to preserve the architecture’s role in establishing the church’s brand identity. Several of the areas of the church were of particular importance. The entrance to the original chapel and the Tower of the Apostles required just the right signage to preserve the sense of respect that the rooms themselves commanded.

A Classic Message and a Modern Church

Other churches may not have the Gothic architecture of Kirk of the Hills, but their need to move people both physically and spiritually was the same.

For instance, the Kensington Church Campus in Troy MI gives us an example of how two churches can share the same message in different ways. Yet, just from the signs, one knows that the ‘feel’ of the churches is different. That is what environmental design is about.

Signage for Environmental Design

Many people know that visual content is a valuable tool, but not many know why it’s so important.

Data shows that images reach an individual’s brain faster than textual information or audio. In fact, a person’s brain is programmed to recognize and make sense of visual information more efficiently.

If you consider body language, traffic signs, maps, facial cues, and advertisements, then it’s not hard to see how we have adapted to visual cues.

Knowing this, environmental graphic designers produce many different types of signs for churches. These visual cues help reach people faster and easier.  This could even be in the form of a story wall like the one at Woodside Church in Royal Oak MI.

No matter what your church building looks like or the feeling you hope to convey, environmental designers like those at Ideation can put together a sign plan that builds a brand identity for your church.

Too often, companies spend a lot of money on new signs without considering the role their brand identity can play in their space.

– Daren Bossenberger, Ideation Founder

Ideation Orange works with churches in Michigan, across the United States, and around the world. If you are interested in how environmental design can help you created branded space, contact Ideation Orange for a consultation.

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What Is a Branded Environment?

A branded environment extends a company’s brand identity to their physical building. In other words, the logo, typography, colors, and images used to define a brand become part of their building structure. This happens through the use of environmental graphics, wayfinding signs, and interior and exterior signs. Specialty signs such as donor walls just add another chapter to the company’s story.

Branded space incorporates other things besides signs. The architecture, lighting, and landscaping also play an important role in creating a branded environment.

Our friends at Lovio George, a Detroit-based boutique communications and design agency contacted us to help brand their client’s new office. Custom signage incorporated the company logo and also reflected the upscale design of the firm’s architectural elements.

For another example of how a building’s architecture and its signage can work together, let’s take a look at Kirk in the Hills Church.

Church leaders contacted Ideation to help create a more comfortable guest experience using wayfinding signage that complemented the original architecture and also more recently updated spaces.

Branded Environments Leave an Impression

A branded environment or branded space creates a long-lasting impression on your visitors. Consider the Biltmore Hotel. Known for its opulence and decor, it’s important that wayfinding signs complement the brand. Signs guide people through the estate. However, the last thing you would want them to do is to detract from the architecture, which is the draw.

You visitor’s physical experience often invokes emotions that become associated with your location. For a vacation destination, these positive feelings can mean returning patrons and word-of-mouth advertising. Branded environments reach people across multiple channels and through different sensory inputs.

How to Meld Your Brand Identity and Your Building

Determining what you need and where it should go depends on a building’s architecture,  ADA requirements, sight lines, traffic patterns, local sign codes, and interior design.

If you own a business in Metro Detroit, Birmingham, Lansing, or the surrounding area, Ideation Signs can help you create a plan for your branded environment. Call 248.399.4332 to find out more.

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Outdoor Signs to Maximize Impact

In it’s simplest function, outdoor signs tell people where you are.  What’s the best form of outdoor sign?  Well that depends on sight lines, viewing distances, surrounding visual noise, and city sign ordinances.

Cacao Tree, a local cafe, was presented with a problem. Because of the way their building was situated, only a small amount of their storefront faced the street. This made it difficult for people to find them. They came to us for business signage ideas and one solution we recommended was the projecting blade sign. By placing the blade signs at the corner of the buildings, we were able to draw the eyes of hungry pedestrians. To further distinguish them from the surrounding buildings, we used façade lettering and window graphics.

Reception Signs

First impressions mean a lot. A reception sign sets the tone for your client’s visit and can influence their perception of your services.

The team at DeClaire LaMacchia Orthopaedic Institute was looking for custom signage to bring their brand to their space while respecting the interior design. Working with their branding agency, we integrated their logo as a reception sign using a variety of metal finishes that complemented their interior design while creating a stunning first impression.

Wayfinding Signs

Large public buildings, like hospitals, apartment buildings, and hotels need wayfinding signs to direct people to their destinations. If your company moves large groups of people around your facility, then you need to make sure that the appropriate signage is in place. Many of those signs have ADA compliance requirements.

Outfield Lofts, in Lansing MI, needed both a wayfinding sign system and ADA compliant signs for their loft-style apartment building. The solution we delivered also contributed to their overall design rather than just meeting the functional requirements.

“Beyond the traditional value of making sure people know where to go when visiting and being an ADA compliant solution, our design added value to the environment by serving as an artistic element. Our goal was that the custom signage and environment would make residents proud to live there and visitors want to live there.” Jon Moses, Ideation

Digital Displays and Other Specialty Signs

There are times when businesses are faced with unique situations that can be fixed with business signs. For instance, Logicalis used a large amount of glass for interior walls. They did not want to block the open feel of their space, but they did desire a bit of privacy for their meeting rooms. Special graphics helped break up the large glass walls without blocking the light. They also preserved the feeling of openness.

In addition, they had a need for signage that told the story of their business. Integrating interactive digital displays, Ideation was able to bring their story to their space using a combination of static and dynamic digital content.  Since Logicalis is a technology company, the use of the digital displays was a perfect fit.

More Business Signage Ideas

The business signs we showcased here are only a few of our designs. Each business is unique and so is your story. We like to create signage that tells that story in a unique way. Let’s collaborate and put together a portfolio of business signage ideas tailored specifically for your company. Call today for more information.

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The original logo existed solely in a circular shape. Per Creative Director, Jon Moses, “working together with Krieger Klatt Architecture, we recognized that the logo as a primary façade sign was restricting what could be done with the architecture and also had readability issues when sized to meet city sign allowances.  With future restaurants to be opened in both newly constructed standalone buildings and pre-existing buildings and storefronts, a much more expansive identity package was needed to appropriately brand the wide variety of spaces.”

There were also goals of bringing out more of the brand’s personality and introducing a symbol that could be used to support product branding including craft beers and sodas. This was accomplished in an updated logo design incorporating a train, a symbol that has been part of the company’s story and interior design from the very beginning.

Ideation designer, Michael Garavaglia worked collaboratively with Krieger Klatt Architects, developing and testing concepts of logos and signage in the context of their new standalone restaurant prototype as well as pre-existing buildings.  

The final brand identity and comprehensive set of over 40 sign designs were packaged in a Brand & Sign Manual that is used to guide appropriate signage usage for new locations.

Photos ©2015 Gene Meadows

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Pedestrian blade sign with scroll bracket.

Ideation provided color consultation on the façade, logo design and signage design, production and installation.

Custom metallic gold design hand-applied to window above door.

BEFORE – Original storefront façade                           AFTER

According to Ideation Creative Director, Jon Moses, “It’s so important with a premise-based business like this, to design the logo as we design customer signs and the  storefront (in addition to packaging and other applications.)  Too often, businesses in start-up mode will create a logo first, independent of any signage consideration.  Later, when they go to make a sign, it’s just not optimal in that context. In this case, the logo was informed by an overall color palette for the façade, where it would go on the building, the size as allowed by the city, and sight lines for vehicles and pedestrians.”

The logo was inspired by the Cornwall flag, the country Freeman traces his lineage to. He wanted the brand to represent his family and his life-long dream of one day opening his own bakery.

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According to Mike, “it was mission critical to understand the story behind Monty’s Beef. We needed the story to shape an experience that would intrigue, educate and sufficiently tempt both shoppers and those walking by.” Monty’s Beef offers a direct, farm-to-fork beef that is 100% pure Piedmontese. This premium breed of beef is rich in flavor but with a fat content that rivals chicken.

Creating the Brand Identity

White Oak from the mid-Michigan farm where the herd is raised was used on the exterior façade to convey the farm-to-fork authenticity, with anodized aluminum lettering providing a natural sharp contrast. A nearly life-sized cow silhouette from the logo brought to the exterior glass created a “double-take” moment for those traveling by and was just plain cool. The exterior also communicated a simple message.

In the interior, Yellow Pine, aged with a wire brush and an oxidized stain, created the right look. A mural produced from a photograph of the Piedmontese stock in the Italian Alps went up on the wall. In addition, custom designed infographics helped narrate the story of the beef. A color palette of bold orange, wood tones, white and black reinforced brand colors and allowed even product packaging to play a role in the environment.

A custom but flexible menu board allowed for easy additions and changes.

Open or closed? Not really, the Market is open or they’re back to the farm!

For more information on Monty’s Beef visit montysbeefco.com

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And we met the challenge!

Building the Brand Identity

Ideation started by creating the design elements that would define Purely Pets in a competitive marketplace. To build a brand identity that competes against industry giants like Petco and PetSmart presents a challenge. We needed to present him as a credible contender. Yet, he still needed to communicate a unique experience. Our goal as we began to build a brand identity was for customers to connect with the healthier concept. Plus, we needed to make them smile.

Exterior facade signage brings the brand outside.

Aisle signage designed with smiles in mind.

The “Lagoon” area showcased a reptilian pattern. It was produced from an iridescent vinyl for colors that change with your position.

Environmental graphics were designed using playful photographs of pets in outdoor settings.  The unique arrangements of each image better integrated with the overall environment.

Signage design made for easy exploration with a sense of anticipation and discovery.

Signs proudly communicated the brand’s promise throughout the store.

Every sign contributed to the environmental branding.

“The team at Ideation Orange listened to me and brought my vision for Purely Pets to life.  Their ability to drive the project from start to finish made it an efficient and fun process. My favorite questions from first-time customers include, “where are your other stores?” They also ask “where is your headquarters?”  It’s great to have a brand that’s as poised for growth as I am.”

Andrew Jacob, Purely Pets Owner

Photos ©2015 Gene Meadows 

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Creating a Visual Identity

Ideation’s creative director Jon Moses and the design team started by developing a simple logo. It needed the elasticity to work in applications ranging from in-market signage, packaging, bags and also apparel. Mood boards, image studies, and renderings of signage validated the look and feel. A little southern personality and grit furthered the theme through a collection of down-home claims.

Ideation collaborated with the architectural team at Krieger-Klatt to shape an environment that communicated this new visual identity. Michael Garavaglia of Ideation led the execution of the in-market experience. The visual identity included a weathered steel sign with exposed bulbs to introduce an authentic, retro feel.

Fabricated steel lettering with a special vibration finish and a branded “HM” logo were used in high contrast to a chestnut brown stained wood background. This created a modern feeling that extended to other parts of the market. By incorporating the look throughout the restaurant we were able to brand the space.

Finally, Ideation Orange designed collateral materials such as printed menus, business cards, and employee t-shirts. We also created a style guide to help them maintain brand consistency over time.

Ideation Orange helps businesses brand space and create brand identities. Contact us for more information on how you can tell your story using graphics.

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