Sign Pro Helps New York Real Estate Firm’s Vision Take Flight

THE INITIAL DESIGN package came together within just a few days of receiving the client’s branding guide, according to Liesel Socoloski, senior project manager at AJ Sign Company (Burnt Hills, NY), which had been hired as a partner to develop and execute the branding for Pursuit Lending’s Latham, NY headquarters. “We were brought in by Cresa, a commercial real estate advisory firm, to develop and execute the branding for Pursuit’s new space,” she says.

From the start, AJ Sign was given a blank canvas, which allowed for creative freedom in shaping the first version, Socoloski says. The package included a variety of custom elements, including frosted window vinyl, full wall wraps, and additional graphic accents.

“To get a true sense of the company’s aesthetic, we explored their website and social media platforms, ensuring that the look and feel carried into their physical space,” Socoloski says. “Once the initial package was established, it was easy to incorporate their feedback.”

One great example of this was the reception half-wall with the birds. In the original design, the client pointed out that the direction of the pink birds could feel “downward” — against their slogan emphasizing “upward,” Socoloski says. “We adjusted the layout so the birds moved from the bottom left to the top right instead to simulate an upward motion.”

Another key takeaway is how creative freedom was paired with thinking of the space as a whole, she says. “Rather than overwhelming them with endless options, we focused on presenting a cohesive package that we believed would work best for the space.”

Among other equipment and materials, AJ Sign Company used SAi Flexi software, their Roland TrueVIS VG2-640 Printer/Cutter, ORACAL 8510 Etched Glass Cal, 3M IJ180Cv3 Controltac Graphic Film and 3M Scotchcal Matte Graphic Protection Overlaminate 8520 for the graphics.

Two vinyl installers and two sign installers completed the installation while working closely with the interior teams finishing out the space. The installation took place intermittently over the course of a month.

“They trusted in our expertise, and that trust made the collaboration stronger,” Socoloski says.

• TRUSTED EXPERTS
  The complex installation took place intermittently over the course of a month. Two vinyl installers and two sign installers did the work.
• TAKING FLIGHT
  Pursuit Lending wanted to make sure it felt like the birds were flying “upward” — a positive message for their brand.
• DEEP DIVE
  AJ Sign explored Pursuit Lending’s website and social media platforms to develop a look and feel for the company’s physical space.