The Story Behind the Evolution of Sign Effectz, Inc.
The beginning of Sign Effectz, Inc. was quite humble. The company was literally started in the owner’s garage. The company evolved over time into one of Milwaukee’s premier creators of cutting-edge business signage. It required several years of proving itself as a reliable and knowledgeable builder and installer of custom electronic signage. It also required them to bring service benefits and economic benefits to its core customer base of real estate developers, architects and property managers.
The next step in the evolution of the company was the establishment of the company’s AFX Division. Key to fueling the growth was the company’s unique knowledge of virtually any type of material: aluminum, acrylics, structural foam, polycarbonates, wood, glass and masonry. This expertise prompted the market and customers to begin asking the company to create architectural elements that went way beyond corporate signage. In response to these market forces, Sign Effectz launched its AFX Division.
It turned out to be a win/win scenario. The market got what it was looking for: a company that could provide architects, artists and developers with the engineering, materials and methods to build the creative objects (like kinetic sculptures, active facades and ornamental building components). And Sign Effectz underwent a critical strategic step in diversifying its market base to bolster its longevity and minimize the risk that other, one-dimensional sign companies experienced.
The Research & Development core competency of the AFX division keeps the company’s sign business on the leading edge of technology. This often directly benefits the companies that work with Sign Effectz, Inc. because it can push the envelope of new sign development. It also gives companies access to innovative new materials and manufacturing methods, which helps drive the uniqueness of its customers’ brand and image. The company has long-standing relationships with brands such as Qdoba and Ford as well as local brands such as Sendik’s and Tazino’s.
Supporting the innovative material R & D is the company’s unique ability to deliver service and economic benefits. Their project management skills and experience provide one-to-one design support for clients that are dealing with myriad project constraints. This is key to making an architect’s design a reality. Mr. Kevin Buschey is an architect with Mayer Helminiak Architects, LLC, who worked with the company on a recent sun control canopy project. According to Mr. Buschey, “What worked out well from our end, we had a certain canopy and shade we wanted to utilize. Sign Effectz sat down with us, listened to our parameters, looked at the issues and came up with a solution that met the needs of the project. We were able to achieve a custom solution to meet the needs of the project as opposed to buying something off the shelf.”
Today, architects and developers from across the country call on AFX for aesthetic elements to enhance their designs and materials as well as build their projects. The company is well-positioned for growth in its state-of-the-art manufacturing facility on the north side of Milwaukee, WI.
