Strategies for Branding Buildings High In the Sky

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MeadWestvaco Sign Case Study

Special Considerations when Branding High Buildings


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Designing signs for high-rise applications and attaching them to buildings is not a typical capability of the average sign company. Holiday Signs recently provided the branding signage for the MeadWestvaco (MWV) Corporate Headquarters building in Richmond, Virginia. The building’s striking design above the James River is signed with the corporate brand making the MWV building a noticeable and visually attractive addition to the downtown.

The project involved the design, manufacture and installation of MWV logos for three sides of the skyscraper viewed 24 hours a day. Using prototypes may seem like an unnecessary use of materials at first glance, but when considering large scale signage and costs of manufacture and installation of high-rise work, prototypes make good sense..


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There are three important benefits of using sign prototypes for high-rise applications:


● Cost Reduction

Resource Conservation

● Achievement of Best Results

Because of our experience with high-rise and other technically challenging projects, we know it’s best to get it right on the ground and get a strong sense its going in the right direction with signage prototypes before committing to build the whole thing.


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The MWV corporate philosophy embraces sustainability as part of their ethical business strategy and proactively partners with vendors driven by the same commitment. MWV consciously took steps in reducing its carbon footprint by purchasing locally, and by using LED lighting for illumination. But perhaps the biggest sustainability aspect here was the agreement to utilize prototypes in the manufacturing cycle saving more than 50% in material, labor and fuel costs of working in high-rise conditions.

The MWV logo was designed by an independent design firm. The first prototype was made based on the original design specifications. After critically viewing the first version of the illuminated corporate logo from the ground, a team of senior executives immediately wanted it taken down and redesigned. Both the lighting and framework were redesigned and a second prototype was prepared. Before this could be approved for production, a third prototype was ordered because MWV re-designed their logo.


August 2014- MWV Article-December-Generic-Reprint blurb

Prototypes saved valuable resources and helped make sure installation and future service costs were kept to a minimum. In this case, the design of channel letters for mounting on very expensive glass panels was coordinated with the architect and engineer to make sure the attached logos did not over-stress the glass or building structure. Without the use of prototypes, the customer would have incurred significant costs for the design, manufacture, installation and removal of the logos.


The completed corporate image was a big success! It fits the building and surrounding environment while making a lasting impression on the MeadWestvaco brand in Richmond!




August 2014- MWV Article-December-Generic-Reprint



Mark Hackley
Account Executive
(800) 229-9443




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Who manufactures, installs and provides maintenance for high-rise signs, tall building signage, signs at high elevations, signs requiring crane trucks, or sign projects of extreme technically challenging aspects?  *We do…Holiday Signs…serving clients in: Richmond, Virginia Beach, Norfolk, Roanoke, Tysons Corner, Fairfax, McLean, Raleigh, Durham, Charlotte, Baltimore, Washington, DC or any city with a skyline! Branding buildings for over 30 years!