Baird: Rebranding on a National Scale

Founded in 1919, employee-owned Baird has guided families, businesses, communities, and institutions toward their financial goals. Baird has more than 160 offices in the United States, Europe and Asia. In need of rebranding, Baird partnered with Identiti on 85 corporate sites across 17 states, featuring exterior and interior signage; along with an opportunity to rebrand 3 high-rise locations at their regional headquarters in Louisville, Kentucky.


“We needed a partner for a corporate rebrand project that included our regional headquarters, which featured high-rise signage that required significant restoration. From code research and permitting to building access and special safety requirements, Identiti made the process easy by coordinating every detail and making sure there were no surprises. They were a true partner from beginning to end.”

— Baird spokesperson

Services & Scope of Work

From signed contract to final installation, the entire rebrand was complete in four months. Identiti worked closely with Baird on artwork and signage prototypes ensuring accuracy to expedite approvals and permits.
Experienced project management kept the rebrand on time and on budget, ensuring quality every step of the way.

  • Brand Book Design & Implementation
  • Code Due Diligence
  • Landlord/Municipality Approval
  • Sign Removal & Wall Restoration
  • Sign Replacement Installation

Program Highlights

Signs in High Places

The Baird regional headquarters, located in Louisville, Kentucky needed 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.

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

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.



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