Baird: Rebranding on a National Scale

For the past 100 years, Baird has been a strong and stable trusted financial partner that’s worked across many generations. An opportunity for a rebrand with Identiti led to a 4 month program, working simultaneously on 85 corporate sites across 17 states, featuring exterior and interior signage; along with an opportunity to rebrand 3 high-rise locations at their headquarters in Louisville, Kentucky.

Signs in High Places

The Baird headquarters, located in Louisville, Kentucky was in need of a complete restoration, with the project consisting of a multi-elevation, full facade restoration and three enormous wall signs on a prominent city high-rise. With the building located in the heart of downtown Louisville, there was no margin for error and everything from the survey, the restoration of the facade, to the final product was done with precise and sound execution.  

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Services & Scope of Work

The rebrand took place across a 4 month program, with exterior and interior signage across various locations in North America. Identiti was directly responsible for contracting all trades to brign interior site to like new conditions. Including marble, wood, dry wall, annd wall covering replacements.

∎ Brand Book Design & Implementation

∎ Code Due Diligence

∎ Landlord/Municipality Approval

∎ Sign Removal & Wall Restoration

∎ Sign Replacement Installation

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Exterior Signage

∎ Illuminated Channel Letters

∎ Shoebox Wall Cabinet Signs

∎ Pin Mounted Non-Illuminated Dimensional Letters

∎ Monument Signs

∎ Tenant Panels

Interior Signage

∎ Non-Illuminated Dimensional Lettering

∎ Metal & Acrylic

∎ Routed Acrylic Plaque Signs

∎ Stainless Steel Plaque Signs

∎ Door/Window Vinyl

∎ ADA Signage

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Wall Restoration

Throughout the rebrand, Identiti maintained a meticulous quality control program which focused on wall restoration for each site. With each location came a different unique challenge in terms of the materials that were to be restored such as: drywood, marble, wood, wallpaper, etc. We worked with our GC's to maintain a high level of restoration to like new conditions from painting to install repairs.

Before

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After

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Read and download the full case study below.

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