SIGN EFFECTZ CASE STUDY: New Location for Credit Union Gets New Sign Package.
Retail based financial services are highly competitive. Landmark Credit Union is the largest credit union in Wisconsin with over $3.5 billion in assets and 31 branches. They expanded into the Muskego, WI area with an entirely new building on a road that offers great visibility. Therefore, it was imperative that the branding of this new location be spectacular.
Sign Effectz Account Manager Michael Dlugi is integrated into their facility planning process. Being involved in budgeting for near term and long-term sign planning, he consults on signage projects, sometimes even before construction decisions are made, including allowances, visibility, etc.
The new location is on a well-traveled corner on Janesville Road. We worked closely with the municipality and Landmark in complying with the restrictive codes for new exterior signs. Their exterior sign package included a monument sign with an Electronic Message Center (EMC) as well as two sets of channel letters. #ExteriorSignPackage
The final product optimizes their advertising on the message center as we factored in the surrounding environment, such as the trees planted by the city. The EMC delivers messaging that is visible below the tree canopy to drivers and pedestrians. We raised the grade to maximize the height restriction. We also conducted visibility testing on the street to optimize the position of the sign. Once a sign is installed, it’s in place so we must get it right.
The interior signage for this new location is very exciting since this is the first location for their new “light house” branding. One aspect of the interior space presented a challenge. Contractors placed a closet door in a spot that was planned for a major element of the new brand (a large image of a lighthouse). Reducing the size and shape of the brand element wasn’t an option. So, we got creative in engineering and fabricated a solution that accommodated the existing space. Dissecting the sign to span across the door and maintain its illumination even while it’s open. #MyLandmark
The new location is situated on property that also serves as the entrance to a new mixed-use development, giving Landmark visibility on all 4 corners of their property. We had to come up with a unique way to support branding on all four sides while still conforming to Muskego village code. Our solution was to place two sets of channel letters (one facing Janesville and one facing the mixed-use development). The monument sign on Janesville anchors the main brand message. We leveraged an existing multi development tenant board that gives additional visibility along Janesville Road.
The new sign package as well as the architecture of the building, are jewels that stand out on Janesville Road. The new signs give such great visibility to the local community that customers were eager to come inside. Even though the signage and building looked complete, it wasn’t, proving that professional branding and excellent signage have the power to attract customers.
Because the Sign Effectz Account Manager is integrated with Landmark planning process, scheduling goes very smoothly. According to Michael, “They provide detailed information to me in advance. In many cases, we’ve been 6 weeks or more ahead of schedule. The relationship with Landmark allows us to facilitate the approval of drawings and permits well in advance of their expected opening dates. That helps us be prepared well in advance for when the site is ready.” #SmoothSchedule