Design-Build Sig­nage Con­nects to the Heart of Kreg’s New Headquarters

Kreg and their owner’s rep­re­sen­ta­tive Tay­lor Rep met with Lat­i­tude Sig­nage + Design to share Kreg’s brand vision and design inten­tions for the new head­quar­ters. After doing a deep design dive with the team, Lat­i­tude pre­sent­ed designs for an inte­ri­or sig­nage pack­age that includ­ed envi­ron­men­tal graph­ics, room iden­ti­fiers, ADA sig­nage, and inno­v­a­tive brand­ing opportunities. 

“We cre­at­ed three dis­tinc­tive design con­cepts for their team to review,” says Tony Squire, Busi­ness Devel­op­ment Man­ag­er. ​“They were ini­tial­ly lean­ing toward one approach, but when we brought in sam­ples for them to review they went anoth­er direc­tion that bet­ter res­onat­ed with their brand.”

In design-build projects, like this one with Kreg, Lat­i­tude acts as more of a mem­ber of the team rather than just a sup­pli­er of a prod­uct. For exam­ple, the Lat­i­tude team pre­sent­ed sev­er­al brand­ing oppor­tu­ni­ties they hadn’t con­sid­ered, includ­ing a vibrant self­ie wall that invites employ­ees and guests to share their Kreg expe­ri­ence on social media.

“Lat­i­tude was hands on through­out,” Jaclyn Tay­lor, Own­er of Tayler Rep says. ​“Lat­i­tude was agile as we made adjust­ments to design ele­ments that we knew as a project team would impact the spaces sig­nif­i­cant­ly. Addi­tion­al­ly they facil­i­tat­ed valu­able con­ver­sa­tions to ensure the designs we want­ed to imple­ment were con­sis­tent with the over­all intent of the project.”

The results speak for them­selves. With a mix of wood and acrylic, room iden­ti­fiers and ADA sig­nage are sleek and speak to the archi­tec­tur­al style of the entire build­ing. Even in the board­room, the black-on-black alu­minum fab­ri­cat­ed logo sign was paint­ed black to match the bur­nished wood wall behind it.

“Every­thing was very thought­ful, taste­ful, and inten­tion­al,” Squire says. ​“Even the under­stat­ed logos in the facil­i­ty are aligned with the design intent of the build­ing. The col­ors and mate­ri­als used through­out the build­ing cre­ate a cohe­sive design.”

Envi­ron­men­tal graph­ics keep the nature and love of the out­doors theme going with an explod­ed image of a rush­ing riv­er and ever­green trees. The graph­ic is split in half with the riv­er por­tion on the first floor and the trees on the sec­ond floor. While this build­ing may be new, it def­i­nite­ly deliv­ered on the Kreg’s ded­i­ca­tion to con­nect­ing heart, head and hands to a project.