Unique signage helps give life to social wellness club

by carly_mchugh | 12 June 2022 4:55 pm

By Courtney Bachar

Twilight Signs has been at the forefront of signage and installation for over 30 years. Founded by Bill Houston in 1989 in Etobicoke, Ont., it has grown from a small start-up sign shop to a full-cycle design, build, manage, and service company. Twilight’s experts combine unique artistry and technical know-how to craft spectacular spaces that turn every customer into a raving fan. “We offer guidance, insight, and ingenuity to help businesses take their brand to the next level,” said Cassidy Gwozdz, sales and marketing associate at Twilight Signs. “We’re not widget makers; we are a design company that loves to take on creative challenges and create branded spaces that inspire.”

Twilight Signs recently had the opportunity to create the signage for Altea Active’s Liberty Village location in downtown Toronto. The project consisted of all interior and exterior signage for the new location.

Gwozdz spoke with Sign Media Canada about the fabrication and installation process, and the challenges faced during the project.

Sign Media Canada (SMC): When did the project begin/how long did it take from start to finish?

Cassidy Gwozdz (CG): Initial discussions began in February 2021, and our bid was accepted three months later. We installed the final sign nine months after that.

SMC: What was the scope of the project? What types of signage were needed?

CG: This is a new location for Altea Active. They needed a large exterior sign and all interior signage, including Starbucks logos, cycling area signs, wayfinding, and much more. We worked with their designers to bring their design intent to life. We designed, engineered, fabricated, and installed all their interior and exterior signage. The easy answer for what signage was needed is everything but digital—113 ADA signs, 29 vinyl signs, one vinyl wall mural, one moss sign, one nail sign, nine illuminated sign cabinets, six directory, and 19 pool signs for a total of 179 signs.

SMC: Did the client have a design prepared, or was everything done in-house?

CG: As is typical with these type of jobs, we were brought in after the design of the space was created. Our team was able to use their drawings to engineer the required signage signage that met our customer’s expectations, fit the budget, and create a uniquely branded space for their customers.

SMC: What was the fabrication process of the project? (What materials/tools were used? How big were the signs/pieces?)

CG: A lot of our work is custom, so we have a standard process to follow to get to fabrication and that includes consultation with an internal technical team where we brainstorm to find the best way to meet both the customer expectations and our quality standards. The biggest piece was the exterior sign. We had to ship it to location in three pieces due to its size.

The most unique piece was the moss sign, which is found at the entrance to the gym. We used real dehydrated moss, which created a unique earthy feel to the area.

SMC: Were there any challenges within the project/were there any factors that impacted the process along the way?

CG: Sometimes customers have a specific look in mind regarding what they want for their space; however, there can be challenges aligning budgetary realities with the design intent. For example, in this case, our designers were able to up with solutions to create striking metallic finishes that transform the space, but at an affordable price. We call this our ‘value engineering’ phase.

SMC: Explain the installation process.

CG: Hanging up the exterior sign was a complex task. Downtown Toronto can be a really busy place and we had to install the large sign while dealing with power lines and protecting all the landscaping.

In terms of the interior signage, we had to do a comprehensive surveys of the space, and working within an active construction site certainly had its challenges. That said, our project managers were able to co-ordinate with the contractors to get it done and meet the necessary deadlines.

SMC: How does signage impact a business? What is its importance?

CG: Without signage, we wouldn’t know where we were going or where we were when we got there, so at its core, signage is a necessary communications tool. Signage has evolved to much more than being merely a part of a business brand, it creates a customer connection, and it can drive emotion, curiosity, and humour. Overall, signage is part of the customer experience and is why so much work is put into planning and design before a sign is even constructed. It is also the first thing customers see when they arrive and the last thing they see as they leave. In short. signage sets a business apart from others in the marketplace, and creates a memorable customer experience.

Source URL: https://www.signmedia.ca/unique-signage-helps-give-life-social-wellness-club/

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