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Amplify
BRINGING A NEW BRAND TO AN EXISTING PHYSICAL SPACE
Location: The Boardwalk, Waterloo
Project: Exterior illuminated channel letters, interior signage and rebrand implementation
Project Overview
Our relationship with the signage at Amplify’s location began before Amplify existed. When the organization operated as eHealth, unLOCKEd managed the original exterior signage for the location, including two sets of illuminated channel letters. When the organization later became Amplify, the new identity needed to be carried through to the physical environment. unLOCKEd returned to replace both sets of existing channel letters with signage reflecting the new Amplify brand and address interior signage requirements throughout the space.
The Challenge
A rebrand does not end when the new logo files are delivered. For an organization with an established physical location, the new identity also has to replace the previous one throughout the environment. Because unLOCKEd had managed the original eHealth signage, we already understood the location and existing exterior applications and could help transition the physical space from the previous identity to the new one.
Translating the New Brand Into Signage
unLOCKEd did not design the Amplify logo or brand identity. Our role was to determine how the supplied new identity should be implemented successfully as signage, considering scale, proportion, visibility, colour, placement, materials and the existing architectural conditions. Both sets of original eHealth channel letters were replaced with new Amplify channel-letter signage.
Carrying the Brand Inside
The project also included interior signage. Room identification was developed using a 3 in. x 8 in. brushed-silver format, incorporating the Amplify logo in colour with room names in black, helping carry the updated identity from the exterior into the space.
What unLOCKEd Managed
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Original eHealth exterior illuminated channel letters
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Transition from eHealth to Amplify exterior signage
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Replacement of both sets of existing channel letters
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Amplify exterior sign layouts and mockups
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Scale, placement and architectural considerations
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Proofing and design revisions
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Interior room identification signage
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Production-ready artwork
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Production and installation coordination
The Result
Both sets of former eHealth channel letters were replaced with Amplify signage and the new identity was extended into the interior through complementary room identification. The space now reflects the organization visitors are interacting with today.
The unLOCKEd Approach
A rebrand needs to work everywhere the brand shows up. We do not need to be the agency that designed a new logo to help a client successfully implement it. Signage is where brand standards meet the realities of a physical environment. With Amplify, we had the added benefit of having managed the signage that came before it, allowing us to help the physical location evolve from eHealth to Amplify.
