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  • Scott M. Kuehn

Custom Aluminum Lobby Sign for Waterstone Mortgage in Chicago, Illinois


Waterstone Mortgage is currently in the process of expanding their offices in the Midwest to include downtown Chicago. With this being a location in a high value office space and the company wanting to present a professional image, we had some work to do in the design of the sign.

When it comes to lobby signs, there are really only two items that need to be determined: the material and the mounting. Most companies have their logo that they want on the wall, it just becomes an issue as to which material best represents the look that the company is working with.

When it comes to material, there are hundreds of choices. Foam or acrylic? Metal or plastic? Wood or vinyl? Each item has a specific look that can, if used correctly, reflect the marketing approach of a company. With Waterstone Mortgage, they wanted the high-end look that deserved a place on the wall of a downtown office building on LaSalle Street in Chicago. This guided our process towards either brushed metal on foam or laser cut metal. Brushed metal on foam is very nice but it has its limitations. The second question part of this process (the mounting) helped us finalize a design. They really liked the industrial standoff. But they also liked the flush mounted letters. Non-directional aluminum has a rough look to the surface but not so rough that it look unfinished. Our customer immediately was drawn to this little used finish. Mounting would be a mix of standoffs and flush mounted letters.

When we were finishing up the install, the branch manager said that ‘you guys rock’ and that the sign ‘was worth the wait’. Overall a very successful and happy customer! And that is what the Optimum Signs difference is. We strive to create very happy customers. If you have a project that you are working on and would like some assistance, please give us a call at 262.289.9481 or email us at info@optimumsignswi.com.


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W134 N5504 Campbell Dr.

Menomonee Falls, WI 53051

Tel: 262.289.9481

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