Verizon Wireless: Implementing a Global Brand

During a global rebranding initiative for Verizon, the second-largest wireless carrier in the United States, our Identiti team created a new signage family, brand standards, and a turnkey enterprise-wide signage implementation plan for more than 7,500 Corporate Retail locations, Agent Retail locations, and Corporate campus and Administration buildings across North America.


“Having the prototypes mocked up in a warehouse setting allowed us to see what our signage would look like in context. The Identiti team expedited the review process and took great care of our brand,” a Verizon project lead said, “making sure that our quality standards were met and ensuring we had consistency across all of our signage elements.”

Services & Scope of Work

Experience managing all aspects of a global signage rebrand plus the ability to execute prototyping were integral to success of the project.


Working directly with Verizon’s Chief Marketing Officer and his branding team, we created more than 200 signage prototypes during a three-month timeframe. Prototyping helped everyone involved in the design process to come together and explore limitations and possibilities. Verizon leadership reviewed full-scale signage prototypes that were mocked up in a warehouse setting to demonstrate real-world application. In multiple cases, prototype element(s), fabrication, and installation changes were executed in less than 24 hours to expedite the review process.

Consistent with Verizon’s new premium brand, all signage elements were designed to account for:

  • Low Profile Visibility
  • Highest Quality Components
  • Maximum Illumination

Signage Family Specification & Engineering

Once Verizon’s team had selected the final signage family, we worked with certified electrical and structural engineers to reinforce the specification integrity, including:
  • Signage spec creation, signage engineering, and specification drawings for elements in the Verizon signage family, including channel letters (low profile controlled background, low profile raceway, standard raceway), integrated cabinet signs, awnings, backer panel signage, blade signs, tenant panels, monument and pylon signage, and interior signage
  • Specification design of all illumination elements including LED layouts for all signage elements, as well as custom plastics and vinyl needed for proper light dispersion to meet exacting Verizon premium brand initiative requirements

Implementation Analysis & Planning

With all the necessary elements in place, the final tasks were to source the national raw material partners needed to implement the Verizon program, and to develop a rollout schedule that would account for material cost allowances and all project timelines. The implementation plan included:
  • Developing a schedule that factored in all timing and costs associated with six-month, one- year, two-year, and four-year program implementation plans
  • Guiding the custom rebranding signage project from start to finish, our team completed prototyping, specifications and engineering, as well as cost analysis, implementation, and planning necessary for Verizon to roll out their rebrand program to all their North American stores.

Program Execution & Rollout

Since 2016, Identiti has successfully rebranded more than 4,500 Verizon locations across all 50 states, facilitating a full range of exterior and interior signage applications. Through our real-time reporting system, Verizon’s team members have been able to monitor all aspects of the program, from on-time deliverables and completions, to asset management capabilities across individual branding elements. Partnering with Verizon’s program architect on special projects, we provide:
  • Prototyping and specification of new signage needs
  • Presentation of ongoing technological advances within the signage industry
  • Implementation of a value-engineered prototype process, specifications creation, and rollout plan for the Verizon Franchise channel


Identiti oversees on-call maintenance for Verizon and delivers peace of mind with the following services:
  • Our on-call maintenance team oversees all types of interior or exterior sign outages
  • We respond to every request within four hours or less
  • We provide coverage 7 days a week, including holidays

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