Marshfield Exterior - how we got here.

EXTERIOR

W A Y F I N D I N G D E V E L O P M E N T

B R A N D I N G

How we got to where we are, today..

In January ‘09, Marshfield Clinic’s Facilities, Marketing, Graphic Design and Maintenance departments assembled a group of professionals to work with The Design Office of Steve Neumann & Friends as a “Wayfinding Team Partnership”. Partners at the side of the Design Team was Architectural Graphics Inc. (AGI), who brought to the table outstanding fabrication and craftsmanship, Matthews Paint (PPG), who solved difficult paint longevity issues and offered up 7 year finish warranty, and an assembly of “project champions” reflecting each of the applicable disciplines needed to review, react and comment on Board directives to revise the overall exterior Corporate Brand to implement a standardized system, which would be uniformly seen throughout the Marshfield Clinic System.

Initially, the impetus for this effort was the premature failure and discoloration of their existing exterior signage program, both on established and newly installed signs, in and around Marshfield, as well as within their regional properties throughout western Wisconsin. Upon closer inspection, research and testing, SN&F discovered that the issue was not the actual manufacturer of the paint used, but the actual application procedures and the amount of paint applied to the signs which created these failures. We discovered a new piece of terminology: “paint-to-color” which is the process to apply just enough color to make it look good, but not enough paint to meet the paint manufacturer’s specifications. At $300+ per gallon, “paint to color” allowed for a very competitive sign cost, but the return on investment was too short due to sub-standard paint application, ultimately creating premature paint failure, a shift in the burgundy coloration and the oxidation/chalking of the signs in as little as 1-2 years.

Our scope was to enhance the overall graphic image of the Marshfield Clinic’s exterior signage image, regaining the confidence in the products and services being acquired.

And so this story begins...

EXTERIOR The Challenge - Existing Signage

Originally, the signage effort was implemented by two regional sign contractors. Both firms’ finished product looked excellent at the time of delivery, but after less than two years, the color/finish began to chalk and discolor as the paint failed.

M A R S H F I E L D

C L I N I C

-

E x i s t i n g 2

EXTERIOR

SN&F discovered that it was not the failure of the paint which was the fault, but it was the failure to apply enough paint (to manufacturer’s specifications), which caused the primer to bleed thru as well as to allow UV light to discolor and change the Marshfield Burgundy coloration.

M A R S H F I E L D 3

C L I N I C

W A Y F I N D I N G

EXTERIOR The Challenge - Existing Signage

Additionally, almost each time a sign was needed, a new design or production mode was incorporated. Multiple Burgundy colors were used, as there was no master coloration or paint specification from which all could utilize.

M A R S H F I E L D

C L I N I C

-

E x i s t i n g 4

EXTERIOR

M A R S H F I E L D 5

C L I N I C

W A Y F I N D I N G

EXTERIOR The Challenge - Existing Signage

Each vendor has a series of “solutions� given their expertise, price point ,or delivery schedule, resulting in multiple solutions to similar conditions.

M A R S H F I E L D

C L I N I C

-

E x i s t i n g 6

EXTERIOR

What might be used in Marshfield (WI), might not be considered for use in the regionals.

M A R S H F I E L D 7

C L I N I C

W A Y F I N D I N G

EXTERIOR The Challenge - Existing Signage

Consistency was very limited and maintenance was almost non-existent.

M A R S H F I E L D

C L I N I C

-

E x i s t i n g 8

EXTERIOR

M A R S H F I E L D 9

C L I N I C

W A Y F I N D I N G

EXTERIOR The Challenge - Existing Signage

M A R S H F I E L D C L I N I C - E x i s t i n g

Many locations were “afterthoughts�, while others reused existing foundations or piggy-backed onto structures from prior tenants.

M A R S H F I E L D

C L I N I C

-

E x i s t i n g 10

EXTERIOR

M A R S H F I E L D 11

C L I N I C

W A Y F I N D I N G

EXTERIOR The Challenge - Existing Signage

As the system began to age, the coloration shifted, as well as branding consistency became disjointed and inconsistent.

M A R S H F I E L D

C L I N I C

-

E x i s t i n g 12

EXTERIOR

M A R S H F I E L D 13

C L I N I C

W A Y F I N D I N G

EXTERIOR Early Concepts

S N & F

(Design Development)

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR Early Concepts

S N & F

(Design Development)

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR SN&F Ideas - The 3 Concepts (recommended by the Wayfinding Task Force for Board review)

The Wafer Scheme

S N & F

The Trellis Scheme

(Design Development) 14

EXTERIOR

The Glass Scheme

M A R S H F I E L D 15

C L I N I C

W A Y F I N D I N G

EXTERIOR SN&F Documentation (Concepts developed for quantity pricing, permit consideration and further development) STYLE 31 [Freestanding Pylons]

THIS IS A DESIGN INTENT DRAWING. IT IS MEANT TO CONVEY A CONCEPT, WHICH REQUIRES GRAPHIC CONTRACTOR INPUT TO CREATE A FINISHED PRODUCT. All ideas, designs, arrangements, and plans indicated or represented by this drawing are owned by and the property of the designer, and were created, evolved and developed for use on and in connection with the specified project. None of such ideas, designs, arrangements, or plans shall be used by or disclosed to any person, firm or corporation for an purpose whatsoever without the written permission of the designer. Written dimensions on these drawings shall have precedence over scaled dimensions; contractors shall verify and be responsible for all dimensions and conditions on the job, and this office must be notified of any variations from the dimensions and conditions shown by these drawings. Shop details must be submitted to this office for approval before proceeding with fabrication

a ral b w uctu f str solvent o s l e , piec acr ylic 2 Leve N: 2 O : I 5 " E D AT L7 /4 nde RIC BLA 4-ply 1 nce. U r ex te C I o FAB by ra YL of gf ACR prised r appea coatin pplied r u t com ter clea sistan s. As s ter clea i e a t a r a w a UV nmen in a w ton/ Ch o t with h envir 0 shee s, Hous aulk.) hars BR100 Plastic arolyn F 3/16 o d C r ga r. (A& lapp, C f 1/8" t nte u colo Katie C depth o bly mo igh MarshfieldtClinic : a n n At ed to a be suit n for Wayfinding io h t ll c a a t Marshfield, Wi e h in a s m t e g” ( lu She ED il “win Wayfinding Consultant: r) L ated ing). Pa te e ic r b The Design Office of a dd lear G: F " cla Steve Neumann & Friends C WIN a .090 Gloss a ith m) w/ 2405 Bartlett Street w Houston, Texas USA 77098 umin to ll s I u v: 713.629.7501 f: 713.520.1171 (c Non c ed e: steve@snfriends.com ET: ved fa d 1000 North Oak Avenue N I CAB ex, cur els an n d v con tex t pa ned an able positio hall be ENVIRONMENTAL GRAPHICS, STYLE e WAYFINDING & INFORMATION be r ration s clea 31.7 (Pending) a SIGNAGE PROGRAM colo e with ND 31.8 - 30’ (Pending) than KGROU SI C BA DARD N STA (custom 208 ro O: C EXTERIOR LOG pro e b o t WAYFINDING aths to p al Development , Lakeview fied n r EMERGENCY alte Style Overview d Lakeview Hospital use Rice Lake Clinic ic m Rice Lake Dental Center 7.9.10 T The orginal output is a 11”x17” sheet. If presented as a 8-1/2” x 11” sheet, it has been printed @62.43% of original size. © 2010 SN&F The Design Office of Steve Neumann & Friends Houston, TX.

1

Wausau Center

Ladysmith Center

East Entrance Parking

LOT C

EMERGENCY

Patient/Visitor Parking

Rusk County Memorial Hospital and Nursing Home

Ambulatory Surgery Center

Environmental Graphics & Design Consultants

2

Staff Parking

Ladysmith Center

1000 North Oak Avenue

906 College Ave. West

2727 Plaza Drive

906 College Avenue West

3

STYLE

STYLE

31.1

31.2

STYLE

STYLE

31.3

STYLE

31.4

STYLE

31.5

31.6

STYLE 32 [Lawn Monuments]

4

Neillsville Dental Center

Ladysmith Center

Medical Center

EMERGENCY

Neillsville Dental Center 8 Boon Boulevard

8 Boon Boulevard

STYLE

32.1

STYLE

32.2

STYLE

32.3

Rusk County Memorial Hospital & Nursing Home

Lakeview Medical Center

906 College Avenue West

Marshfield Dental Center

Marshfield Rice Lake Clinic

STYLE

32.4 (Pending)

STYLE

32.5

DESIGN INTENT DOCUMENT

S N & F

Styles 31-32

G.1

(Design implementation/Adaptation) 16

"

ron

Envi

ON

1 v: 7 teve@sn e: s

SN&F Documentation

Eq .

20’-) "(+/

Log r te Mas Art

1

2 3

Eq .

nels ic pa aph f total g " r 6 g ’L o owin L 15 n all y. ll be E: A NOT rts) sha structio eabilit n e g (ins ular co erchan 1/4" od te int m e l ) p +/com 24"(

Eq .

10"

4

" 1/ 2

12"

6

5

4"

21"

6"

LOT C

1/4" /-) Eq . + 12"( Eq .

1/4" 6" +/-) Eq . .

12"( Eq 1/4" 6" +/-) Eq .

12"( " 1/4

Eq .

15" Eq .

" 2" 8

g

in Park r o t i s nt/Vi Patie ing Park Staff

+ 12"( " 1/4

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10"

ic B

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S PHIC GRA ATIO TAL FORM N E NM G & IN M IRO ENV FINDIN ROGRA Y WA AGE P N IG S

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4" g 1 1/ lazin ieve " 5’-1 h tic g 1’-8 allis d to ac zing e la weld llistic g in a 10" fe l 2 b r vice li n Hye olo ed s r-Makr (H35) ye EN 5, y Ba SS GRE 45-491 d/ GLA 800-6 ngrave o. . ee icag lic to b h sides t im y Acr ted, bo e (per edg ros 6", f permit t. o es me ed t e inter l fra 208 tura S ht tim truc AP PM s inum ews M m alu atth M eaint t. ed rchang icat e Co a fabr lar, int able to s m o st modu all be ll field , cu e h A ated et with er ts s wner. Polyur bin All ins the O r ylic a s. c c . d y itor D A s b t ib s t r h inse ged ou at thew UV in 3 GOL S M an i th 24 PM d ch ched to coat w MP50 UNDY P ar RG at e m SS cle ws MA at. BU r Coat. rk 6" a Co he LO two d 15’ar G : Matt s Clear loss Cle r ar e 2" D s aste onver t i19’FIEL w/ Glo m w/ G M : c d ( k ar rmat R tto mo dM o lied be fit ILVE d, at bo Wor tor f o an and Illustra rk supp ratio t hy s m) b il a o g t e ap cat- Adob he ar tw or sizin t ypogr graph& w t s e ra shall n ed l t ypo ork. os li iz in n e na ed d in og tw ovid t no tim change e is rec traditio ster Ar : all A d/or er ru e Ma time s). y h th ated th h n t a g a D u d m o nc e K ltere se. Th t be cre ved fro shown: ppeara -DAR u a g s UM eri no nate hould st be d ented a opaque a MEDI ed usin d e s h u l s d d, it s. It m be pre a visua tail an omplis h polish ered e it cc ov all atmod and sh all be in ross/C all be a ring w t ter c al. t te sh e le br hc sh eC The graphy for th . This cr ylic le ce of th Scotc Scotch ) T Y t ypo GUND e name -Thru a d the fa LUCEN WHITE sigR e d (BU Y for th Pushe lear) an TRANS orated o the d e: the f t GRA ed and dges (c ED 3M re-per rinted ight tim N T p e p is A r . e c ) e R s t In r form RFO to u lly ov pain Rlet te PRE-PE will be digita nt ink / HITE. d BU e inte in a eptable as been ansluc ed in W l, pa r r c e t h e c n g h d A a ( p . usin e ren whic face LUE 3M cal d color ll all b r, B r ved a colo tchcal, l. r cu ds. nate ring sh a e l n u n o od lege in o ITE Sc symbo nts, let te 19 E : M e red IELD h WHIT epa a WH nce the t elem ed r F p D t in nha u i s RE ll be set ie-c Yw l ba e

8’-4

1 e 9 Stre 770 0.117 EXTERIOR rtlett as USA 713.52 x 5 Ba 240 ston, Te 501 f: .com EXTERIOR .7 s u 9 d o 2 n H 3.6 frie

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12"

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DES

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W A Y F I N D I N G

ENT

T N IN

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D

M OCU

L

EXTERIOR FABRICATION:

WING: Fabricated “wing" (aluminum structural frame with a .090" cladding). Paint Matthews MAP PMS 208 (custom) w/ Gloss Clear Coat.

3

CABINET: Non-Iluminated, custom fabricated convex, curved faced cabinet with modular, interchangeable text panels and inserts. All inserts shall be able to be repositioned and changed out by the Owner. All field coloration shall be matched to Matthews Acrylic Polyurethane with a clear GLOSS clearcoat with UV inhibitors. BACKGROUND FIELD: Matthews MAP MP50243 GOLD STANDARD SILVER w/Gloss Clear Coat. BURGUNDY PMS 208 (custom) top and bottom bands.

LEGENDS: All legends shall be produced using 3M reflective Scotchlite. Typography shall match corporate Brand (supplied by Graphic's Consultant) BLACK GOTHAM CONDENSED MEDIUM.

5

ARROWS: Rectangle: 3M BLACK reflective Scotchlite.

Circle: 3M WHITE reflective Scotchlite. Arrow: 3M BLACK opaque, non-reflective Scotchcal HELVETICA arrow.

6

PICTOGRAPH: shall be prepared in two colors, BLUE. The overall pictograph is set in a WHITE Scotchcal, 3M #3650, vinyl field to isolate and enhance the symbol. Though it can be "assembled" in vinyl die-cut elements, it is preferred that it be silkscreened using vinyl based inks.

7

6'-0"

15" 1"

5'-0" 3'-6"

6"

5-1/2"

6-1/2"

Directionals which are noted as SINGLE SIDED on the detailed FACILITIES PROJECT drawings, may have only ONE ACRYLIC BLADE attached to the FRONT graphic surface.

5'-0"

1'-0" 2"

1

1

2

2 3

NOTE: ALL graphic panels (inserts) shall be of total modular construction allowing complete interchangeability.

9'-5"

2"

Lot B Patient/Visitor Parking Laird Center for Medical Research Clinic Patient Entry

5

7'-6"

4 6

S N & F

© 2010 SN&F The Design Office of Steve Neumann & Friends, Houston, TX.

7" eq.

4" eq. eq.

4" eq. eq.

4" 2" 4" eq. eq.

4" eq.

1/4" 7" 1/4"

10'-0"

7" 1/4"

Wayfinding Consultant:

The Design Office of Steve Neumann & Friends Environmental Graphics & Design Consultants

2405 Bartlett Street Houston, Texas USA 77098 v: 713.629.7501 f: 713.520.1171 e: steve@snfriends.com

14" 8'-0"(+/-) ENVIRONMENTAL GRAPHICS, WAYFINDING & INFORMATION SIGNAGE PROGRAM

1/4" 7" 1/4" 7" 1/4" 7" 1/4"

LOGO: WHITE, 3M reflective Scotchlite. Master artwork to be provided in raw Adobe Illustrator format (converted to paths). At no time shall the artwork supplied be modified, altered and/or changed in line or sizing ratio to fit alternate use.

NOTE: Corporate Branding to be supplied as an Adobe Illustrator master file and cannot be altered or changed. All construction shall be 100% aluminum, with suitable Matthews VOC-Compliant high build primer, VOC-(High Solids) base coloration, and VOC(High Solids) UV-Inhibited Clear Coat (high gloss) to the required manufacturer's specifications/ mill thickness to permit long term life/warranty certification by all parties. Any surface imperfections, trash, welding telegraphing, gloss variances will result in a repaint request.

The original output is a 11”x17” sheet. If presented as a 8-1/2” x 11” sheet, it has been printed @78% of original size.

Marshfield, WI

9"

eq.

5" eq.

3

THIS IS A DESIGN INTENT DRAWING. IT IS MEANT TO CONVEY A CONCEPT, WHICH REQUIRES GRAPHIC CONTRACTOR INPUT TO CREATE A FINISHED PRODUCT. All ideas, designs, arrangements, and plans indicated or represented by this drawing are owned by and the property of the designer, and were created, evolved and developed for use on and in connection with the specified project. None of such ideas, designs, arrangements, or plans shall be used by or disclosed to any person, firm or corporation, for any purpose whatsoever without the written permission of the designer. Written dimensions on these drawings shall have precedence over scaled dimensions; contractors shall verify and be responsible for all dimensions and conditions on the job, and this office must be notified of any variations from the dimensions and conditions shown by these drawings. Shop details must be submitted to this office for approval before proceeding with fabrication.

Marshfield Clinic 2" 5"

COMPOSITE

2

4

Fabrication Note:

ACRYLIC BLADE: 2 pieces of structural ballistic glazing comprised of 4-ply 1/4" acrylic, solvent welded to achieve a water clear appearance. UL752 Level 2 ballistic glazing with a UV resistant coating for extended service life in harsh environments. As supplied by Bayer-Makrolon Hygard BR1000 sheet in a water clear, in a GLASS GREEN (H35) color. (A&C Plastics, Houston, Chicago. 800-645-4915, atten: Katie Clapp, Carolyn Faulk.) Acrylic to be engraved/ etched to a depth of 1/8" to 3/16", frosted, both sides.

7" 1/4" 7" 2"

7

1/4"

6 1/2" 26"

14" 7" 1 Side View

Side View Scale: 3/4" = 1'-0"

2 Front View

Style 33.2 - 10' Directional Composite Scale: 3/4" = 1'-0"

SINGLE FACED

STYLE 33.2 OVERALL

1

SINGLE ACRYLIC BLADE

SN&F Documentation (Concepts developed for quantity pricing, permit consideration and further development)

EXTERIOR WAYFINDING Development

Style 33.2 Composite

SINGLE Acrylic Blade 2.15.10

DESIGN INTENT DOCUMENT

E.33.11

(Design implementation/Adaptation) 18

illuminated curved faced cabinet with modular, interchangeable text panels and inserts. LED illumination, for high output illumination of the corporate Brand and Logotype, as well as the address. All inserts shall be able to be repositioned and changed out by the Owner. All fields coloration shall be matched to Matthews Acrylic Polyurethane with a Clear Gloss Clear Coat with UV inhibitors. BACKGROUND FIELD: Matthews MAP MP50243 GOLD STANDARD SILVER w/ Gloss Clear Coat. BURGUNDY PMS 208 (custom) band at bottom.

ACRYLIC BLADES: 2 pieces of structural ballistic glazing comprised of 4-ply 1/4” acrylic, solvent welded to achieve a water clear appearance. UL752 Level 2 ballistic glazing with a UV resistant coating for extended service life in harsh environments. As supplied by Bayer-Makrolon Hygard BR1000 sheet in a water clear, in a GLASS GREEN (H35) color. (A&C Plastics, Houston, Chicago. 800-6454915, atten: Katie Clapp, Carolyn Faulk.) Acrylic to be engraved/etched to a depth of 1/8” to 3/16”, frosted, both sides. Sheet shall be suitably mounted to permit edge (perimeter) LED illumination for nighttime interest.

2

WING: Fabricated “wing” (aluminum structural frame with a .090” cladding). Paint Matthews MAP PMS 208 (custom) w/ Gloss Clear Coat.

3

CABINET: Custom fabricated convex, internally

[PREFERRED] CODE COMPLIANCE: (Area of “live copy”) A 10’-6” (w) x 1’-3” (h) B 6’-6” (w) x 6” (h) C 3’-10” (w) x 5” (h)

1

(18 sq.ft. TOTAL area)

4

4

LOGO: Cross & cattails and Word Mark: Master artwork to be provided in raw Adobe Illustrator format (converted to paths). At no time shall the artwork supplied be modified, 3’-6”

10”

altered and/or changed in line or sizing ratio to fit alternate use. Though there is recognized typography used, it should not be created thru traditional typographic modes.

It must be derived from the Master Artwork. The brand shall be presented as shown: Daytime: all typography shall be in a visual opaque appearance (BURGUNDY for the Cross/Cattail and a MEDIUM-DARK GRAY for the name).

This shall be accomplished using Incised and Pushed-Thru acrylic lettering with polished letterform edges (clear) and the face of the letter covered in a PRE-PERFORATED 3M TRANSLUCENT Scotchcal. (Acceptable will be to use pre-perforated WHITE Scotchcal which has been digitally overprinted to the designated color using translucent ink/

TYPOGRAPHY: Facility ID legend shall be produced using 3M reflective Scothlite BURGUNDY GOTHAM MEDIUM.

6

LEGEND: Street Address: Incised and Pushed-Thru GOTHAM CONDENSED MEDIUM typography, polished clear acrylic letter returns with a 3M perforated Scotchcal overlay to give the lettering a BLACK (daytime) and WHITE (nighttime) appearance. (See #4 for details)

7

BASE: Paint MAP gloss BLACK w/ Gloss Clear Coat.

12’-0”

8’-0”

Fabrication Note: Monuments which are noted as DOUBLE SIDED on the detailed FACILITIES PROJECT drawings, may have TWO ACRYLIC BLADES attached to the FRONT graphic surface.

NOTE: ALL graphic panels (inserts) shall be of total modular construction allowing complete interchangeability.

LOGO MASTER ART 10’ 6”

THIS IS A DESIGN INTENT DRAWING. IT IS MEANT TO CONVEY A CONCEPT, WHICH REQUIRES GRAPHIC CONTRACTOR INPUT TO CREATE A FINISHED PRODUCT. All ideas, designs, arrangements, and plans indicated or represented by this drawing are owned by and the property of the designer, and were created, evolved and developed for use on and in connection with the specified project. None of such ideas, designs, arrangements, or plans shall be used by or disclosed to any person, firm or corporation for an purpose whatsoever without the written permission of the designer. Written dimensions on these drawings shall have precedence over scaled dimensions; contractors shall verify and be responsible for all dimensions and conditions on the job, and this office must be notified of any variations from the dimensions and conditions shown by these drawings. Shop details must be submitted to this office for approval before proceeding with fabrication The original output is a 11”x17” sheet. If presented as a 8-1/2” x 11” sheet, it has been printed @78% of original size. © 2010 SN&F The Design Office of Steve Neumann & Friends Houston, TX.

HAYWARD CENTER

24”

2 5”

Hayward, Wi Wayfinding Consultant:

The Design Office of Steve Neumann & Friends Environmental Graphics & Design Consultants

2405 Bartlett Street Houston, Texas USA 77098 v: 713.629.7501 f: 713.520.1171 e: steve@snfriends.com

3

5’-10”

5

6

[This Side Toward Street]

15”

8’-0”

6”

7 ELECTRICAL SUPPLY: 120v.

24”

6”

12” 1/4”

B 6’-0”

12”

3” 5”

10212 Greenwood Lane

1/4”

C 24”

2’-9”

6”

6”

ENVIRONMENTAL GRAPHICS, WAYFINDING & INFORMATION SIGNAGE PROGRAM

A 1/4”

Hayward Center

6”

Existing Conditions

6”

1 Front View

7

6” Style 32.1 - 8’-6” Monument Composite (Double Acrylic Blades) Scale: 3/4” = 1’-0”

DOUBLE FACED

M A R S H F I E L D 19

paint). Nighttime: the lettering shall all be rendered in WHITE.

5

Style 32.1

1

COMPOSITE

FABRICATION:

DOUBLE ACRYLIC BLADE

EXTERIOR

Ha.1

HAYWARD CENTER (Ha)

C L I N I C

HAYWARD CENTER

10212 Greenwood Ln. Hayward, WI 54843

EXTERIOR WAYFINDING Development Existing Location Ha.1 5.13.10

HA.6

W A Y F I N D I N G

EXTERIOR Pre & full prototype engineering development for Owner review and approval @ Architectural Graphics, Inc., Virgina Beach, VA

Three nationally recognized signage fabricators were asked to participate in a design/pricing study to determine the best mode of fabrication and quality control. At this time, not only was fabrication a concern, but the APPROVED application of paint became the leading concern for final selection.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Fabrication) 20

EXTERIOR

M A R S H F I E L D 21

C L I N I C

W A Y F I N D I N G

EXTERIOR Pre & full prototype engineering development for Owner review and approval @ Architectural Graphics, Inc., Virgina Beach, VA

AGI’s expertise in both paint application and quality fabrication was the hands-down winner. Not only did their engineering/design staff partner with SN&F to develop a unique fabrication mode for the Clinic’s changeable signs, it also afforded a modest value engineering benefit for fabrication consistency and totally interchangeable parts.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Fabrication) 22

EXTERIOR

M A R S H F I E L D 23

C L I N I C

W A Y F I N D I N G

EXTERIOR Pre & full prototype engineering development for Owner review and approval @ Architectural Graphics, Inc., Virgina Beach, VA

Truck-sized paint booths, and Matthews Paint (corporate) supervision of the painting process assured the overall application of paint would achieve the highest warranty awarded by this paint supplier.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Fabrication) 24

EXTERIOR

Non-Illuminated directional wayfinding signs utilized 3M reflective Scotchlite material, which is illuminated by automotive head lamps. (The material is similar to standard reflective traffic/highway signs found throughout Wisconsin and America.)

M A R S H F I E L D 25

C L I N I C

W A Y F I N D I N G

EXTERIOR Pre & full prototype engineering development for Owner review and approval @ Architectural Graphics, Inc., Virgina Beach, VA

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Fabrication) 26

EXTERIOR

Lighting output was studied and additional units installed to achieve even and intense illumination. (The LED’s chosen are LEED’s certified and last a minimum of 85,000 hours at very little power usage.)

M A R S H F I E L D 27

C L I N I C

W A Y F I N D I N G

EXTERIOR Pre & full prototype engineering development for Owner review and approval @ Architectural Graphics, Inc., Virgina Beach, VA

The low-voltage illumination system uses a conveniently located “power pack� which can be changed out by Marshfield Maintenance staff if necessary.

A R C H I T E C T U R A L

As part of the SN&F project specifications, all paint must have no less than 5.5 mils of dry film (paint) thickness. Here we see it is in excess of 8.5 mils of thickness, assuring us of a proper paint application.

G R A P H I C S ,

I N C

(Fabrication) 28

EXTERIOR

M A R S H F I E L D 29

C L I N I C

W A Y F I N D I N G

EXTERIOR At Architectural Graphics Inc. (Virginia Beach, VA)

The track assembly which allows for total interchangeability (modularity).

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Fabrication) 30

EXTERIOR

As the Pre-Prototype was assembled, design, construction and assembly issues were resolved one by one, until all parties were satisfied with the final solutions. Ultimately, the lessons learned allowed for a easy migration from preliminary study to actual production of our three prototypes installed on the north lawn of the East Building.

M A R S H F I E L D 31

C L I N I C

W A Y F I N D I N G

EXTERIOR Shop Installed Prototypes

Both day and night shop inspections were required to prove the design, legibility and ultimately (initial) materials used on the signs. Due to the demand that we try to maintain the Corporate Branding coloration, the Marshfield PMS 208 was almost impossible to match in vinyl, paint and other materials as the Red Oxide in the color is totally unstable.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Prototypes) 32

EXTERIOR

M A R S H F I E L D 33

C L I N I C

W A Y F I N D I N G

EXTERIOR Shop Installed Prototypes

While the prototypes were being assembled, Matthews Paint (MAP) undertook a 1000 hour weather-o-meter test to determine if the coloration and gloss would hold up to the demanded 7 year paint finish warranty. (The colors passed with almost no discoloration and/or loss of gloss finish, which may result in a 10-12+ year finish.)

A R C H I T E C T U R A L 15

G R A P H I C S ,

I N C

(Prototypes) 34

EXTERIOR

(Note on the next page the color reversals of the letter’s illumination. )

M A R S H F I E L D 35

C L I N I C

W A Y F I N D I N G

EXTERIOR Shop Installed Prototypes at night

At night was a completely different solution. The green acrylic, illuminated at the edges, haloed the perimeter and enhanced the appearance of the cat-tails, while lettering and logos popped out of a dark background.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Prototypes) 36

EXTERIOR EXTERIOR

A series of tests were performed (both at AGI’s shop, as well as at the north lawn of the East Building) to determine the best coloration solutions for night-time viewing.

M A R S H F I E L D 37

C L I N I C

W A Y F I N D I N G 14

EXTERIOR Prototypes delivery to Marshfield (East Wing)

And so the truck (one lone truck with a very fragile load) sped from the port of Norfolk, VA, to Marshfield, probably finding just about every pothole and expansion joint on the Interstate. Stratford Sign (Stratford, WI) stood by with three crane trucks to begin the process of unwrapping, and tilting up the structures.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Prototypes) 38

EXTERIOR

With temporary footings already installed, the first two signs went in very quickly and with minimal concern. The signs began to receive spectator excitement and comments.

M A R S H F I E L D 39

C L I N I C

W A Y F I N D I N G

EXTERIOR Prototypes delivery to Marshfield (East Wing)

Then it was time for the main (tall) monument, which had everyone holding their breath.

It was breezy and, since it was a true air-foil, the concern was that it would become airborne. Yes, it took off twice, but each time we brought it back to earth with nothing less than a few gouges in the parking lot tarmac.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Prototypes) 40

EXTERIOR

M A R S H F I E L D 41

C L I N I C

W A Y F I N D I N G

EXTERIOR Prototypes delivery to Marshfield (East Wing)

Installation complete. Temporary power was brought to the site . Prototype signs are ready for User input and comments.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Prototypes) 42

EXTERIOR

M A R S H F I E L D 43

C L I N I C

W A Y F I N D I N G

EXTERIOR Prototypes at Night

The first evening, with excitement high, the 10pm to midnight viewing brought the expected comments, as well as index cards full of additional sketches, notes and changes in materials, colors and how things should be constructed. Strange the number of visitors we saw at midnight in the East Building parking lot looking at the signs from afar.

A R C H I T E C T U R A L

G R A P H I C S ,

I N C

(Prototypes) 44

EXTERIOR

A week after the initial installation, Dr. Simenstead, Al Chaney, Jim Colburn, Rick Pokallus and Steve Neumann once again revisited the prototypes to agree upon a few notable changes, and to place the initial production phases into motion, for deliveries starting mid-October.

M A R S H F I E L D 45

C L I N I C

W A Y F I N D I N G

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Fab hange to r cat-tail fr ser v 1/4” a ance (a et in G icago. cr ylic ”, fros Vie 5'-1 e r h A ly e c ulk). 3/16”, permit intere Top /16 4-p appea 000 sh ton, C aulk).

No mall to 3 nted to htto to t time s ” r s ” d 1 F a a u /8 ig 1/8 ounte nigh cle rd BR s, Ho rolyn just of 1 ly mou for n a a c r m Hyg Plasti lapp, C a depth suitab ination bly tion fo C a rally (A& Katie C hed to hall be D illum umin tern lar, inte n, n: ed/etc eet s r) LE in tt , a o u x Sh ete rav nve h mod minati eng sides. (perim it d co 16 illu nd e 10" icate binet w . LED te Bra shall " both it edg t. p a fabr ts ra 1'-8 / To perm interes om faced c inser corpo inser ts e d e th All tion an ed timaenels lar ur v anels on of th dress. out by Matp eva l odu p inati d ed to at ic E d t m e h a x l g e te lum w te ta o an atch rap il as th d ch ar C Vie LL g be of to comple tput as well ed an all be m ss Cle t thews ll g E: A , ion sh Glo : Ma loss LE de NOT rts) sha allowin t ype eposit ration ith a LD w/ G OUB lic Bla " e w IE n r . y 0 s F D lo o e e 1 y d 2'(in tructi abilit y o b lds co rethan OUND ILVER urgun e S R u B Acr ons hange c All fi c Poly BACKG DARD 6186) 2 6 rc . yli AN 3.1 Acr ibitors LD ST 8 (#MP inte 6.1 be Il GO inh 20 Ado .

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Co a le r e su ear t bot to han itab h to b be alte le C da ig h su ing ot b an Sca , wit VOC-(H hibrand cann : m B e t u d in r, -In No orate file an lum prime ds) UV turer’s CL orp r c %a d E: C maste 100 h buil igh Soli anufa /war- , r m life H ll be ns hig trato sha liant VOC-( equired term rfectio a n o g p e r d ti n truc C-Com on, an to the rmit lo ce imp esult in O ons e fa lr ati s) All c hews V color h glos ss to p ny sur es wil " e e A rianc 1'-8 Matt s) bas oat (hig thickn rties. a g v d l s a otin Soli Clear C s/ mil y all p , glos . Fo n n g b rade nectio ed ited ificatio cation raphin g t de) g c D rb Bla con on a spe certifi g tele ecti t plate on-distu ylic ACE in Acr onn a ranty , weld est.

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C R tom ated l, ch a eetld ete n fa tion the pane age. shfir) I for geable cur ved bricate im rica h Mar hfield, W Fab hange to r cat-tail and igh ou tex t pa faced c d conv rs tp c n a Ma alle ant: No be a Logot y ut illu els an binet w ex, inte sult a sm m d p r Con f Own ble to b e, as w inatio inser ts ith mo nally just ing find ce o ends n d Way 3" thew er. All e repos ell as th of the . LED ular, in n Offi n & FCorinsultants ig fi il s it c n te lu e with s Acr y lds co ioned e addr orpor mina r- The De eumacs & Design a li e ti ve enNtal Graphi MA UV inh c Poly loratio and ch ss. All te Bran on, te S t 1 e n a 98 P u ronm Stre Envi 770 0.117 Clea MP50 ibitors. rethan shall b nged o inser ts d rtlett as USA 713.52 ut b 243 r Co sha em BAC e wit x 5 Ba b y ll 240 ston, Te 501 f: om a .c Hou 13.629.7 friends 4 and at boatt.toMAP GPOLD STAKNGROUNDh a GlosstcChed to Mthe 7 sn : @ M v F BAS e D a le IE m.

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O b e t a s L m n a p ll ex t positio on sha clear G LD: M w/ Glo t botto a R IE e a ti h be r colora e with OUND F D SILVE ) band m matc field urethan ACKGR ANDAR (custo d to ed in e y T B 8 a ly id S r Po itors. OLD MS 20 sp rov ths). p & e G t b u pa inhib 0243 UNDY P lly c rk to ted to dified, 5 o igita t wo er MP . BURG 12" Y, d ster ar (conv d be m o to fit t e UND a ti at Coa 5" URG and. M r form suppli izing ra 2" B : r O rk s to 5" CK A LOG orate B lustra ar t wo line or L gB 3 corp Adobe Il hall the ged in in s du tch s n uce all ma ant) raw time ch a rod lt h o /or b e p a p h y s C o n su A t n e d a n d e. hall 's r gr alte nate us ds s . Typo raphic IUM. . n e r UM leg hlite y G MED b ll alte MIN A tc d S: co pplie D AND A LU . u END ve S L hlite ATIN S LEG eflecti rand (s ED BO tc o 5 c 4 3M r orate B NDENS dulex #1 ective S 3M O o D fl L e M r O c or p H A M C SI/ CK DB to A BL A N SE GO T 3M ONDE l. atch C a cle: T: M tchc : Cir HAM PO S be Il 5 OT LETTEHRITE GOTective Sco A d o d. fl s an ge W L e d a r ch an li 6 Letteqr:ue, non-re p up do le be s altere op a itab h g to be ig h su ndin annot , wit OC-(H ibBr a c inum er, V V-Inh r's ate le and r m o U alu d prim ds) orp ster fi ture C c % li : il 0 fa o E a / hS e 10 a nu h bu NOT ator m all b t hig C-(Hig ired m rm life eru O p te lustr n sh lian ctio Comp , and V the req it long face im s will u tr ns VOC- ration s) to perm y sur iance o c s r All ews se colo igh glo ess to es. An ss va th t Ma s) ba oat (h thickn ll par ti g, glo g in d l otin Soli Clear C ns/ mil on by a graph . F o on le ti r ade ited ificatio r tificati ing te a t g c o nn e c r b e d ld est. c e n e e c o tu p w y ti s , t te dis ec r an a sh r e qu onn flat pla s nonwar ons, tr paint al c a h e anic ep wit s long fecti lt in a r e e ch a h m 4' 6" d table, r e su it w p n l uria ss tha is acce ct b le Dire be no le pole .) g ll sha e. (Sin ntered u g o n fla is enc soil

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THIS CONC IS A CREA EPT, DESIG and TE A WHICHN INTEN the plans FINISH REQU T DR ind for property icated ED PR IRES AWING us ideas e on of the or rep ODUC GRAP . IT IS to an , desig and in desig resen T. All HIC CO MEAN y perso ns, arr connec ner, an ted by ideas, NTRA T TO CO out d CT NVEY the the wr n, firm angemetion wi were this dra designs OR se contr dra itten pe or co nts, orth the created, wing are, arranINPUT A wi cond actor ngs rmissionrporat plans specifie evolv owne geme TO s from itions shall shall ha of theion, for shall d projeced and d by nts, detai the dimon the verify ve pre desig any pu be used t. No developand ing ls mu ensio job, an and be cede ner. rpose by or ne of su ed Wr d with st be nc wh ns dis ch fabric subm and this offi respons e over itten atsoe close The ation itte conditio ce mu ible sc dimen ver wi d d to for ale st sio th.

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min xt ce r ws Coa MA al fram t. be r panels d cabin ated, PP c e MS e field positio and ins et with ustom Poly colora ned an er ts. A modula fabrica ll ti te d u r, o in r d ser ts inter inhib ethan n sha chan c on g c v ll e e MP itors. B with be m d out shall hange ex, 502 ACK a cle atche by th be ab able 4 C 3 oat. BUR3G GOLD SGTROUNDaFr GLOSSdcto Matthe Owner.leAto UND IE L OG e A le O Y PM NDARD LD: M arcoa ws Acr ll c or p : B U R G N Clinic S 208 SILVE atthew t with U ylic raw orate B eUld sM D (cus R w/ AP V ran IY, digit to G lo m At n Adoabreshfi s ) ba . Ma ally ,dW o m Ilfilueld nd a s Clea cu ste s alte tiM r t bo red Mearsshha trator rnat:r t w t & spr tt om fo lta ll a a a o 4 lternate unsd/or chnadthnineg aCrotnwsuorrmeato(cf onrkdtos be yperd to matc .

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THIS CONC IS A CREA EPT, DESIG and TE A WHICHN INTEN the plans FINISH REQU T for propertyindicated ED PR IRE us ideas e on of the or rep ODUC to an , desig and in desig resen out y perso ns, arr connec ner, an t the the wr n, firm angemetion wi d w se contr dra itten pe or co nts, th wi or cond actor ngs rmissionrporat pl s from itions shall shall ha of theion, fo detai the dimon the verify ve pre des ing ls mu ensio job, an and be cede with st be d n ns fabric subm and this offi respon The ation itte conditio ce mu d to st .

11” origin this ns show shee al ou office t, it tput for © 20 is has been a 11”x 10 SN&F printe 17” The d @7 sheet.

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EXTERIOR

M A R S H F I E L D 45

C L I N I C

W A Y F I N D I N G

EXTERIOR

44

EXTERIOR Shop Drawings

M A R S H F I E L D 45

C L I N I C

W A Y F I N D I N G

EXTERIOR Shop Drawings

S N & F

(Construction Documentation) 44

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR

S N & F

(Construction Documentation) 44

EXTERIOR Shop Drawings

M A R S H F I E L D 45

C L I N I C

W A Y F I N D I N G

EXTERIOR Shop Drawings

44

EXTERIOR

M A R S H F I E L D 45

C L I N I C

W A Y F I N D I N G

EXTERIOR

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EXTERIOR Shop Drawings

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EXTERIOR Shop Drawings

S N & F

(Construction Documentation) 44

EXTERIOR

M A R S H F I E L D 45

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EXTERIOR

EXTERIOR

M A R S H F I E L D

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W A Y F I N D I N G

EXTERIOR

M A R S H F I E L D

C L I N I C

(Main/Regional Campus Installations)

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR

M A R S H F I E L D

C L I N I C

(Main/Regional Campus Installations)

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR

M A R S H F I E L D

C L I N I C

(Main/Regional Campus Installations)

EXTERIOR

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G

EXTERIOR

As of this writing, 56 regional facilities have been upgraded/retrofitted as well as the Main Medical Center Campus (Marshfield, Wi.). Additionally, 20 regional Family Health Center Campuses have been retrofitted with revised corporate FHC branding.

Architectural Graphics, Inc (AGI) and their installation contractor, Stratford Signs (Stratford, Wi.) are now standing down due to winter weather conditions as programming is ready for budget acceptance and design development/final legend schedule preparation for the next Phase of work. It too, should be visible starting in early 2015 and continued installation should be seen throughout the second quarter 2015.

We are 85% into a five year retrofit, replacement signage effort to rebrand the overall signage image of the Marshfield Clinic throughout the state of Wisconsin. The Partnership of Marshfield Clinic, The Design Office of Steve Neumann & Friends and AGI reflects a positive effort to enhance the visual branding of the Marshfield Clinic on an ongoing consistent basis.

Š The Design Office of Steve Neumann & Friends Advancing Wayfinding/Wayshowing signage since 1974 Environmental Graphics and Design Consultants 2405 Bartlett Street, Houston, TX 77098

EXTERIOR

Š The Design Office of Steve Neumann & Friends Exterior Branding, Environmental Graphics and Design Consultants 2405 Bartlett Street, Houston, TX 77098 v. 713.629.7501 e-mail: steve@snfriends.com www.snfriends.com Architectural Graphics, Inc. Primary Exterior Signage Fabricator 2655 International Pkwy, Virginia Beach, VA 23452 v. 757.427.1900 e-mail: philm@agisign.com www.agisign.com

January 7, 2015

M A R S H F I E L D

C L I N I C

W A Y F I N D I N G