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:
- What kind of business is the sign for?
- How do we want to grab attention? Illumination, size, location, finishes, animation…
- Are we pushing branding or more of an artform related to the business?
- Does the environment at the proposed location work with or against the proposed location of the sign/ display?
- What budget do we have to work with?
- When does the sign/ display/ canopy/ artform need to be completed?
- What are the local restrictions?
- 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.