Rebranding a business is more than just changing the name; it’s about creating a strong visual identity that reflects the company’s future while maintaining a link with its past. When Angstrom Fiber Brantford Inc. transitioned from Hematite to its new branding, it sought a signage company that could execute this vision with precision. Given the importance of its corporate identity and visibility, the company reached out to multiple vendors to gather pricing and proposals for the project.

Setting the stage

Our company, Elevated Signs, stood out for competitive pricing and our exceptional communication and client-focused approach. From the beginning, we prioritized keeping Angstrom Fiber informed at every stage—discussing materials, project timelines, design revisions, and colour samples. Rebranding a business comes with unique challenges, and we wanted to ensure every detail aligned with their expectations. Our ability to address their concerns proactively, present solutions, and maintain clear and open communication ultimately secured us the contract.

The project officially began at the end of November 2024 and was completed by January 2025. Despite winter conditions, we managed to keep it on track, ensuring a smooth branding transition from Hematite to Angstrom Fiber. The scope of work included a complete signage replacement consisting of one large fascia sign, one medium fascia sign, one directional ground sign, and one replacement face. Given the prominence of these signs on the building’s exterior, it was crucial to ensure that they accurately reflected Angstrom Fiber’s identity.

Planning and production

To get the best results, all work was completed in-house. Our team made multiple site visits to assess the existing signage, confirm structural requirements, and validate dimensions. During these visits, we identified necessary revisions and potential installation challenges, which helped us develop a strategic plan before moving into production. These extra steps were essential in avoiding costly delays and ensuring the new signage fit seamlessly into place.

The fabrication process involved using high-quality materials such as aluminum, plastic, and steel for durability and LED lighting and power supplies to provide high visibility, no matter the time of day. The signage faces were crafted using computer numerical control (CNC) machining, allowing us to create a mix of push-through and raised 3D face-lit lettering. These techniques ensured the signage looked modern and professional and provided long-term functionality.

Given the scale of the project, precision was key. The most prominent fascia sign measured 8.07 x 1.8 m (26.5 x 6 ft), while the other signs measured 1.21 x 1.21 m (4 x 4 ft), 1.21 x 2.4 m (4 x 8 ft), and 4.5 m (15 ft) in height. Each sign was designed to fit perfectly within the existing structures while maintaining high visibility for customers and visitors.

Navigating colour

One significant challenge we faced was colour matching. Angstrom Fiber provided their logo files with specific cyan, magenta, yellow, and key (CMYK) colour values, expecting the signage to match those colours exactly. However, CMYK values do not always translate precisely when printed on vinyl, especially under different lighting conditions. We advised the client early on that digitally printed vinyl cannot always replicate on-screen colours perfectly and that a Pantone-matched translucent vinyl film would be the best option for consistency.

Despite this explanation, the client was not completely satisfied with how the colours appeared in real-world conditions after the signage was fabricated and installed. Rather than leave them with an unsatisfactory result, we took action. We sourced and tested alternative translucent film swatches, selecting a hue that more accurately reflected their brand colours. The signage was brought back to our shop for revision and reinstalled with the updated colour—to the client’s satisfaction.

Facing challenges

Another obstacle was the weather. Given the time of year, we could not apply the revised vinyl on-site, as the cold and moisture affect adhesion. Instead, we had to remove the signage, complete the adjustments indoors at our facility, and reinstall it. Fortunately, because Angstrom Fiber is located close to our shop, this process was efficient and did not cause significant delays.

Given the handling of large-scale signage, the installation required specialized equipment. We utilized a bucket truck for elevated placement and a crane truck to manoeuvre the large fascia signage over the entrance. Given the height and positioning requirements, careful planning and co-ordination were essential. Our team ensured all signs were installed securely and aligned correctly, preventing any need for post-installation adjustments. Despite the complexity of the process, our skilled team executed the installation seamlessly, reinforcing our reputation for quality craftsmanship.

This project was a valuable learning experience, particularly when educating clients about the realities of colour production. While CMYK values offer a digital reference, they do not always translate exactly to real-world materials, especially when working with translucent vinyl and illuminated signage. Moving forward, we plan to introduce physical colour swatches in the design phase, so clients can make more informed decisions before fabrication begins. We are confident that this proactive approach will prevent such discrepancies in future projects and ensure clients have a clearer expectation of the final product.

Serving the community

Beyond the technical aspects, the opportunity to work with a long-standing local business made this project particularly rewarding. Seeing our work displayed prominently in our own community reinforces the pride we take in doing what we do. Signage plays a crucial role in shaping a business’s identity, and being entrusted with that responsibility is something Elevated Signs never takes for granted. There’s a unique sense of accomplishment in driving past a finished project and knowing that our craftsmanship contributes to the visual landscape of our town.

From start to finish, this project was a testament to our commitment to quality, attention to detail, and ability to adapt to challenges. Through open communication, expert technique, and a dedication to client satisfaction, we delivered a signage solution that successfully represents Angstrom Fiber’s new brand identity.

Rebranding projects like these comes with its share of obstacles, and overcoming them sets professionals apart in the signage industry. We take pride in knowing that we provided a solution that didn’t just meet but exceeded the client’s expectations.

As we move forward, we will continue to refine our processes, strengthen client education, and maintain our high standards of excellence in every project we undertake. This experience reinforced the importance of flexibility, problem-solving, and delivering a finished product that businesses can proudly display—a philosophy that remains at the heart of everything Elevated Signs does.

Terence Davis founded and owns Elevated Signs Inc., established in March 2021. With more than a decade in the signage industry, he offers high-quality, budget-conscious solutions for businesses across Canada. His expertise in marketing and design and his strong relationships with local manufacturers streamline the signage process. A licensed electrician, Davis brings technical precision to his work, ensuring visually striking and durable signage.