We’d like to re-introduce you to Adrian Esguerra, Sign Designer.

Adrian has seen a lot in his twelve years here at Sign Effectz. So we asked him what gets his creative juices flowing.

When it comes to conceptualizing a sign design, here are the essential elements of Adrian’s approach:

  1. What kind of business is the sign for?
  2. How do we want to grab attention? Illumination, size, location, finishes, animation…
  3. Are we pushing branding or more of an artform related to the business?
  4. Does the environment at the proposed location work with or against the proposed location of the sign/ display?
  5. What budget do we have to work with?
  6. When does the sign/ display/ canopy/ artform need to be completed?
  7. What are the local restrictions?
  8. Will there be supply chain issues?

“Bottom line: when a customer is happy with their final concept, I can consider our goals met. Most importantly our production crew doesn’t start building without a signed and dated proof – or some form of agreement.” – Adrian Esguerra

WSA’s Best In Show Award

One of Adrian’s recent design efforts landed a Best-In-Show award at the Wisconsin Sign Association’s (WSA) recent annual conference. The 10’ tall neon tiger sign, which is quickly attaining icon status, was designed, built and installed for a popular gathering place in Milwaukee called Merriment Social.

Adrian described it as an iterative process. “I got to sit with the owners of Merriment Social and get a better feel of what they were after. Sometimes it’s not a clear-cut process and it takes a few designs which could go in completely different directions, but eventually something gels.”

Thank you, Adrian, for all your creativity and dedication to customer satisfaction.

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