Rebranding Expertise

Rebrand of 2b to 2B bebe

Challenge + Solution

In 2013, bebe decided to rebrand their 2b brand to 2B bebe. They wanted to incorporate bebe into the new 2B logo. The “bebe” addition to the logo was subtle in small low-profile face lit letters. The illuminated low-profile “bebe” letters were the smallest Signtech USA has ever produced. The sleek san serif design of the bebe letters allowed for Signtech USA to take the stroke width down to the narrowest stroke Signtech USA has ever manufactured. Before bebe, the smallest stroke width Signtech USA had produced was .5”. The bebe copy in 2B bebe is 1-1/2” tall with 0.176” stroke width. Signtech USA stepped up to the challenge and made a sleek low-profile letter that brings a subtle reminder that the 2B brand is a part of bebe.

Time Frame

All 17 sites were required to be completed and unveiled within one week. Bebe wanted all site signage complete and ready for install over one week and for all sites to be complete by the end of the calendar week. Signtech USA manufactured all signage and coordinated a qualified installer at each site to install all site signage. We depend greatly on our top rated network of install subcontractors to help rollout rebrand projects on a deadline.

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Rebrand of San Diego County Credit Union ATM Kiosks

Challenge + Solution

San Diego County Credit Union (SDCCU) is the 10th largest credit union in the United States. Signtech USA’s innovation and value engineering principals have been the foundation for designing and manufacturing SDCCU’s signs for the past 20 years. In 2012, SDCCU was rebranded and they wanted to give their ATMs a fresh look. The existing ATMs were generic with no branding. The new ATM design features SDCCU’s signature teal color and logo prominently placed on either side of the kiosk. We worked closely with SDCCU to create a custom design for each kiosk due to their individual architecture. Signage varied from a panel with push-through letters to channel letterset. ATM topper panels were also manufactured for offsite ATMs. Signtech USA also rebranded six ATM kiosks in Petco Park. We worked directly with Petco Park on design approval because each kiosk was unique.  

Time Frame

Permit procurement was the only lengthy part of the rebranding process. Signtech USA has been SDCCU’s valued signage partner for years because they always go above and beyond the average duties of a sign manufacturer.

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Rebrand of Catholic Healthcare West to Dignity Health

Challenge + Solution

Catholic Healthcare West is the fifth largest health system in the nation. In 2012, Catholic Healthcare West was rebranded as Dignity Health. The health system has 40 acute care hospitals and a network of 150 ancillary care sites in California, Arizona and Nevada. Dignity Health adopted a new logo and needed to rebrand all care sites. Signtech USA was awarded 12 acute care hospitals and 49 ancillary care centers in California. The facilities needed exterior lettersets, directionals and interior Wayfinding signage. The biggest challenges were the custom signage per site, and 24-hour patient sensitive facilities. Signtech USA is the leader in sign innovation and created solutions to every challenge presented.

Normally when clients have multiple sites, there are standard signs and placement at each location. Dignity Health’s acute care hospitals were acquired over the years and are not architecturally the same. The placement of the exterior lettersets, directionals and interior signage varied in size based on the existing conditions. Signtech USA performed elaborate surveys to ensure correct field measurements and access to make the design and retrofitting process much easier. With each sign designed and built on-demand for each location, we were able to tailor the drawings to the site, not mass produce generic signage and try to make them fit.

On standard rebrands, the new signage is installed afterhours and an acute care hospital is open 24-hour a day. Patient rooms, surgery suites and staff lounges are constantly active which requires extensive coordination when it comes time to install. Signtech USA created a logistics plan for the install of every sign and submitted it to Dignity Health for approval. Wayfinding signage that directs patients and visitors to emergency services and departments are vital to each facility and need to be visible at all times. The removal and replacement of the Wayfinding signage was performed in stages. Temporary signs were placed in the interim between the removal and installation. Signtech USA took every possible measure to safeguard the hospital and care facilities from service interruptions.  

Time Frame

Per the California Building Standard code, any construction/remodel projects performed on an acute care or intermediate care building must be approved by the Office of Statewide Health, Planning and Development department (OSHPD) in California. Since the new signage affixed to the buildings is considered part of the remodel, Signtech USA partnered with Dignity Health to meet OSHPD’s requirements. Permit procurement is a standard service Signtech USA offers but the OSHPD requirements reach above and beyond normal protocol. Signtech USA sent our structural engineer to the OSHPD meetings to better understand the unique engineering requirements for the design and materials. The OSHPD approval process takes roughly a year to close consequently Dignity Health was not on a strict timeline to complete the rebrand. Signtech USA helped guide Dignity Health’s new signage through the OSHPD process to successfully manufacture and install their new branding.

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Rebrand of Bare Escentuals to Bare Minerals

Challenge + Solution

In 2012, Bare Escentuals decided to rebrand their stores back to their namesake bareMinerals. The Bare Escentuals brand was white with reverse pan channel illuminated letters. The overall look was light and soft. BareMinerals new look was a more sharp luminescent brand which included a high gloss black backer panel with silver faced letters with white edge lit low-profile letters. Inadvertently, the new backer panels provided a great solution for costly fascia repairs by creating a clean surface for the new low-profile letters. Signtech USA

Time Frame

The Bare Escentuals to bareMinerals rebrand took place over the course of four months in 2012. Bare Escentuals did not have a grand unveiling period. Signtech USA manufactured and installed the new signage for all 194 locations across the United States.

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Rebrand of Sterling Bank to Comerica Bank

Challenge + Solution

Comerica wanted to unveil the rebrand of Sterling Bank branches over Veteran’s Day weekend 2011. Sterling Bank locations consisted of high-rises, administrative buildings, bank branches and ATMs. Each location had a variation of tenant panels, directionals, lettersets, door/window vinyl, wall plaques, parking signs, monuments and pylons that needed to be changed to the Comerica brand. Signtech USA was responsible for the turnover of 33 locations.

In order to make the brand transition seamless, Signtech USA decided to use clings and banners with the Sterling Bank brand to maintain service up until the scheduled reveal. The old Sterling Bank brand signage was removed, recycled and the fascia was patched and painted. New Comerica brand signs were installed and Sterling Bank brand clings and banners placed over the new signs so they could be removed all at once. During Veteran’s weekend 2011, Signtech USA scheduled a crew at each location to remove the clings and banners to reveal the Comerica brand. Signtech USA’s turnover method proved to be a success when all 33 locations were revealed on time and provided uninterrupted service.  

Time Frame

Comerica purchased the Houston-based Sterling Bank in January 2011. The rebrand unveil was scheduled for Veteran’s Day weekend 2011. Surveys for the rebrand began in May 2011. Signtech had four to six months to survey, procure permits, get landlord approvals, manufacture new signage, remove and recycle old signage and install the new signage with wraps. Weekly conference calls were held with the install subcontractors to make sure that each branch was appropriately staffed to for the reveal.

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Henry’s to Sprouts Rebrand

Challenge

At the beginning of the rebrand process, during the survey stage, Signtech USA discovered that many of the locations were older and had not been painted in many years. Due to weathering, old paint and fascia pose a challenge when removing signage because the old sign will leave a prominent outline and make matching a new coat of paint difficult. Signtech USA partnered with a professional painter to properly handle the restoration of the fascia and new paint. The results gave each location a refreshed look which allowed the new brand to shine.  

Time Frame

Signtech USA had a strict timeline to manufacture and install the signage since Sprouts was also turning over their point of sale systems and interiors at the same time.  The rebrand was awarded to Signtech USA in February 2011 and the installs were scheduled between August 12th, 2011 and September 26th, 2011. Signtech worked on the design and engineering right away to start production as soon as possible and hired local sign companies to help with the installs. The rebrand seamlessly managed and all of the sites were completed on-time and within budget.

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Washington Mutual to JPMorgan Chase Bank Rebrand

Challenge

In 2008, JPMorgan Chase purchased Washington Mutual bank. Signtech USA was awarded the Washington Mutual to JPMorgan Chase Bank conversion program in 2009. The program required that over 275 Southern California branches were bannered over three weeks and approximately 300 branches in California and Utah were rebranded with JPMorgan Chase signage. Signtech USA’s project management department played a vital role in making the conversion program a success. The biggest challenge of this conversion was ensuring that each Washington Mutual sign was replaced with a Chase branded sign.

Chase and Signtech USA’s project managers worked as team to survey seven to nine branches a day to document each location’s signs. After surveys were complete, Signtech USA create a Brand Book for each branch that outlined every sign on-site. Signtech USA’s project management team continued the conversion process by working with the landlords for approval, permit procurement, production and install.

The success of the conversion program proved Signtech USA as a strong reliable signage partner and has continued to work with JPMorgan Chase. Signtech USA was awarded a retrofit Nickel Sign program for over 175 US locations and filled approximately 1,000 bulk ATM product orders throughout the US. Currently, Signtech USA provides signage for the New Build and Chase Private Client signage programs for the Western US locations.

Time Frame

Signtech USA was responsible for making 275+ banners to cover the Washington Mutual brand while they manufactured new permanent signage. The banners were installed over a three week time frame. Signtech USA assigned a dedicated team of project managers to complete the banner program and met Chase’s deadline.

The Washington Mutual to JPMorgan Chase rebrand program was completed over a year. Signtech USA successfully rebranded approximately 300 branches. They surveyed, received landlord approval, procured permits, manufactured and installed all signage on-site.

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