ETC was in the process of updating their brand and offices so their signage was up for a redesign as well. The challenge was we could not extend the signage much beyond it’s initial shape nor could we remove the old sign.

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After getting a look at our very stringent constraints we started looking at how far we could push them (it turned out not far).We decided to play with the elements that are usually present on all ETC products: riveted aluminum. We shot photos, we sketched, and rendered CAD models so that we could get a sense of the scaled and how it would react visually. We then handed it off to a local sign production company.

A shot of the original sign before the redesign.