When Douville Moffet and Associates (DMA) set out to construct a 36-storey architectural landmark in downtown Ottawa, Ont., they envisioned a bold illuminated identity that would define the building from every angle. Their subsidiary, S.E.C. Luxo Inc., turned to long-time partner Posimage, entrusting them with one of the most ambitious signage installations the company has ever undertaken.

A partnership built on trust

DMA’s relationship with Posimage spans many years and many companies. The bond between François and Pierre Moffet and Posimage’s senior project manager, André Fortin—who brings more than 25 years of experience—made the decision effortless: Posimage would lead the project from concept to completion.

From vision to contract

In June 2023, DMA approached Posimage with the request: develop and install three series of eight-foot-high illuminated channel letters, perched an astounding 111.8 m (367 ft) above ground level. The signage would become the defining crown of the new LUXO tower. A second phase—featuring a pylon and additional ground-level channel letters—is scheduled for 2026.

Project timeline

Phase one began in June 2023 and culminated on April 15, 2025, after nearly two years of rigorous planning, engineering, fabrication, and high-altitude installation.

Scope of work

Posimage’s responsibilities encompassed the entire end-to-end process:

• Developing and correcting shop drawings based on architectural plans
• Securing client approvals
• Obtaining engineering stamps
• Managing city permits and site coordination
• Fabricating all signage
• Conducting the final installation atop the high-rise tower

Design and fabrication

Allanson provided the LED population, DMA supplied a vector logo and architectural layouts, and Posimage’s technical and graphic design teams engineered every detail: lighting specifications, structural supports, electrical integration, and material selection.

All signage was fabricated from aluminum with either Lexan or acrylic faces, depending on scale.

• Top-of-building letters: Lexan faces, hand-built for durability and wind load
• Ground-level letters (future phase): Acrylic faces
• Civic numbers: 1-inch-thick acrylic, CNC-cut
• Lighting: Allanson’s high-performance white LEDs and power supplies

The larger channel letters were fully handcrafted, while smaller components were precision-produced using an Accu-Bend machine.

A twist

Originally, the tower was to be branded “LUX.” Midway into fabrication, however, confidentiality requirements forced a name change to “LUXO”—adding the “O” for Ontario. This shift required a complete re-evaluation:

• New permits
• Revised supports
• Adjusted placements for all three rooftop signs
• Additional custom brackets

The result: a complex redesign that demanded seamless co-ordination with architects, engineers, contractors, and city authorities. Posimage delivered without compromising timelines or structural requirements.

When a crane won’t do

Initially, a crane was planned for the installation, but ongoing site changes made long-term crane rental cost-prohibitive. Posimage pivoted to a rare and daring solution: a helicopter-assisted installation.

On April 13, 2025, the helicopter picked up each massive channel letter assembly from the staging area and placed it onto custom-engineered brackets atop the building. Posimage installers, already positioned on the roof, secured each component with precision as the aircraft hovered above. Electrical connections were completed the following day.

A landmark project

The LUXO signage installation is a testament to high-level planning, engineering expertise, and the trusted partnership between DMA and Posimage. From handcrafted aluminum structures to helicopter-led installation, the project reflects both innovation and craftsmanship at scale.

Amanda Charlebois is the senior marketing manager at Allanson International Inc., a company with nearly a century of innovation in lighting solutions. With a deep-rooted passion for the lighting industry, Charlebois is dedicated to promoting high-quality products that illuminate spaces and enhance environments. Her role allows her to blend industry expertise with genuine enthusiasm, working alongside a talented team committed to delivering excellence and shaping the future of lighting.