GuideOne turns to Latitude to rebrand its buildings...TWICE

Every business loves return customers, but it’s pretty special when a client returns almost 20 years after their first deal together. In 1999, GuideOne underwent a name change and rebranding. They worked with a design firm in Denver who reached out to Latitude to complete the signage portion of the rebranding process. Latitude manufactured a variety of logo signs and installed them throughout the corporate headquarters in West Des Moines, as well as in several branch offices.

PROACTIVE APPROACH

Fast forward almost 19 years as GuideOne prepares for another rebranding. Pat Mescher, who worked on the original GuideOne project, heard about the rebranding plans and reached out to GuideOne’s marketing team.

"To be proactive, I gathered all my records from the first installation," Mescher says. "Based on the old plans, I could estimate costs for them at our very first meeting because I already knew how many signs they needed to replace and where every sign had been installed." Mescher’s knowledge of the building and scope of work secured the bid for Latitude, and in the end the project came in under his initial estimate.

TIMELINE

The next step was to create a comprehensive timeline. GuideOne wanted to unveil the new logo on May 1. Mescher worked with production and the project manager to make sure everything would be ready by the deadline. Latitude installed the first logo in the GuideOne cafeteria the evening before the relaunch to provide an optimal "reveal" of the new logo. The next day GuideOne executives unveiled the new look, and Latitude began installing all the exterior logo signs, which included reverse channel illuminated signs and large painted aluminum letters with ground lights. Once the exterior had been updated, interior signage was completed over the next two weeks.

BEGIN WITH THE END IN MIND

Because Latitude manages projects from start to finish (design, manufacturing, and installation), they anticipate issues before they ever become problems. Changing large dimensional logo signs has the potential to damage walls or reveal old holes. From the very beginning of the GuideOne rebranding project, Latitude was aware of old mounting hardware and designed each sign to be big enough to cover any holes from old signage. Latitude also paid careful attention to the environment to which the signs would be mounted.

“One of the signature logo signs is mounted on travertine,” Mescher says. “Because Latitude employs our own experienced installers, I had no worries about our people drilling through travertine, but in less experienced hands that type of installation can be tricky.“ Latitude’s installation team also placed signs on wood paneled walls, glass, and drywall.

Latitude’s turnkey approach to signage eases the process for clients. From design to installation, Latitude handles it all, and anticipates issues before they become problems. This proactive style keeps projects running on time and on budget.

One of the signature logo signs is mounted on travertine. Because Latitude employs our own experienced installers, I had no worries about our people drilling through travertine, but in less experienced hands that type of installation can be tricky