Application Spotlight: Versatility Creates World-Class Redesign

Signs Now Traverse City was contacted by global classic insurance leader, Hagerty, to help design, fabricate, and install new signage, graphics and photo prints for the newly constructed West-wing of their headquarters building.

“Hagerty is a fast-growing global insurance company headquartered in Traverse City. Continuing expansion brought a need for signage and graphics that 'fit' their image and newly-built building. They desired to convey a modern, professional image that clients, the public, and employees could be proud of,” said Andrew Kohlmann, owner of Signs Now Traverse City.

Signs Now Traverse City opened in 1990, but Kohlmann started with the company in 1996 and purchased it twelve years later in 2008. The company designs and produces anything related to a company’s image—from photo prints to trade show displays, permanent exterior signage, vehicle graphics, and everything in between.

The project for Hagerty was extensive and included two sets of stainless steel reverse-lit LED channel letters with custom color tinting to achieve a blue glow which matches the Hagerty logo. Part of the new wing included an employee gym—Ironworks—and café—Cavallino—and the creation of new logos designed for these special areas. Ben Rebant worked to design the new Cavallino Café logo, while Heather Sills created the new Ironworks gym logo.

The creation of the new signage, graphics, and photos was a group effort, according to Kohlmann. "Representatives from Signs Now had meetings with Hagerty officials, Hagerty's Corporate Communications and Marketing Departments, and the building's architect. Everyone played a role in developing the ideas, the look, and the final execution of the signage and graphics."

Concept design work was a combined effort of Signs Now and Hagerty's Corporate Communications and Marketing Departments, and they really got the ball rolling. "Meetings followed which spurred changes, updates then, later, approvals. Once the zoning was approved then we were able to start on production," said Kohlmann.

The entire project was broken into segments: Main exterior signs, "blade" signs, window graphics, and interior graphics. Each segment took between two and six weeks to complete. The project—from start to finish—took approximately three months.

The custom “blade” signs for both facilities were fabricated out of aluminum with push-through acrylic letters/logos which were lit with LEDs. Additionally, for the café, Signs Now Traverse City produced vintage photo prints and oversized wallpaper prints. For the privacy of Ironworks patrons, Signs Now Traverse City produced uniquely-designed reverse-cut frosted window graphics.

All printing for the graphics and photo prints were done on Signs Now Traverse City's HP Designjet L25500 latex printer. Additionally, some graphics were die-cut on their Mimaki cutter. Three different materials were used for the project: etched glass-look vinyl, self-adhesive wall paper material, and a cast vinyl with matte finish over laminate for the photo prints.

For the exterior signage, the "Hagerty" channel letters were fabricated out of brushed stainless steel and backlit with white LEDs. To accomplish the blue glow to match their brand color Signs Now Traverse City coated the clear backers with a custom-printed PSV. The blade signs for Ironworks and Cavallino were fabricated with push thru acrylic letters and aluminum backers and lighted with LEDs, varying the depths of the push-through to add interest. Signs Now Traverse City used custom aluminum extrusions to make the housings for the lighting which gives the signs a unique appearance and adds to the dimensional aspect.

"Hagerty is a leader in their industry. We knew that our work needed to reflect this and compliment their amazing new expansion," said Kohlmann. "We focused on precision, quality, and unique ideas in every aspect of the project. It was a collaborative effort between many individuals. We and the Hagerty team are very pleased with how well the project came together."