Cycle Shop Rides High after a Signage Makeover

Case Studies

If you’re a bicycle enthusiast who lives in or around the Twin Cities area, you probably know about OneTen Cycles. Serving cyclists from beginner to elite levels, the shop is committed to getting more people cycling and promoting healthy lifestyles.

But it bothered president and chief manager Tom Wichelmann that the company wasn’t taking advantage of its prime location off busy Route 110, which travelers take to and from the airport. The shop’s sign, which could make a real impact on the traffic going by, had been there since the late 1970s. It had been through one replacement in 2004, but some of the interior lights were broken, making it tough to see at night. Plus, it was expensive to run.

“We had numerous fixtures on the inside that weren’t functioning. Bulbs were out, and the face itself was faded and tattered,” he recalls. It was time for a signage reboot.

The road to better signage

Wichelmann called Michael Waich, owner of Lawrence Sign in St. Paul. Waich and his team inspected the sign and came up with a plan. Much of the frame was rusted, so they carefully removed the sign and brought it back to the sign shop.

The sign had to remain the same size due to local permitting requirements. Waich needed to work with the existing frame, but create something that would work for his client. His team went to work, refreshing the design so that it would look more modern without losing OneTen’s familiar “look.”

The technicians at Lawrence Sign carefully refurbished the frame and interior fixtures, opting for energy-efficient LED lights. For the exterior, they chose 3M™ Envision™ Flexible Substrate FS-1 and 3M™ Envision™ Translucent Film 3730-33L (red) and 3730-22L (black) because of their durability. The design included brighter colors, as opposed to the earth tones the previous version had.

“It wasn’t an easy job, with all that had to be done, but we were happy with the result,” Waich says.

The entire job took roughly six months from beginning to end. But Wichelmann couldn’t be happier. Because the LED lighting system is more cost-effective to run, he keeps the sign lit for longer hours. Customers tell him they can see it from the highway and routinely comment on its updated look. Now, he feels like he’s making the most of his location-based marketing opportunities and that the sign better reflects the bike shop’s hip, friendly vibe.

“Highway 110 is one of our biggest assets for this property. It’s very important that we have a sign that can get us noticed. And now we do,” he says.

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