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Colorado's House of Signs Fires Up Virginia Potter's Branding

(January 2014) posted on Fri Jan 03, 2014

Community leaders rave about sign program

By Roger Cox

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Minutes after having completed a challenging, snowy outdoor installation west of Vail, CO, I fielded a cell-phone inquiry from a potential out-of-state customer who sought a unique project. Cold and stiff from working in a blizzard for several hours, I was instantly warmed with adrenaline as I heard the details of this potential project. My creative wheels were already turning.

Mike and Rose Faul were opening Potter’s Fire, a new, custom-pottery studio in the historic district of Herndon, VA. They were interviewing prospective craftspeople to create a one-of-a-kind sign that would reflect their future studio’s uniqueness and high quality.

“We want to deliver a unique handmade product, and all of our marketing and branding should reflect this high level of care and concern that goes into each product we sell,” Mike said.


I was getting excited about the possibility of working with a client who appreciated the high caliber of design and craftsmanship they saw in our work and wished to convey with their new business.

I went right to work that same evening. I sent the Fauls photos of a few recent projects not yet on our website, along with information about our processes, and budget ranges for our custom work.

I sent photos of our sign for The Olive Fusion, a gourmet cooking store in Breckenridge, CO, which solidified the deal. Mike wrote, “The Olive Fusion Sign reflects what we were thinking in our minds’ eye. That sign, more than any other we’ve seen, depicts the style, colors, tonal values and con-
trast ratios we would like to see in both the logo and signage for the business.”
I also sold Mike and Rose on a comprehensive branding package to include logo development, busi-
ness cards, a stationery package and an e-mail signature block, all of which was to be handled by our new sister company, SignTech.

Design and permits
During our in-house, project-kickoff meeting, Bruce Holisky, SignTech’s art director, and I were already scheming various approaches we’d take to communicate this unique business’ message. Bruce led the design scope, and, along with some great reference material provided by the client through our creative-brief process, began his research. His study preceded rough sketches and, finally, concept renderings that were submitted to the client.


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