The Challenge
The clinic wanted to move beyond generic, off-the-shelf signage and create a street-level presence that reflected the quality and professionalism of their practice.
The brief was deceptively simple: reimagine the classic sidewalk A-frame but execute it at the highest possible level. The sign needed to function as wayfinding while also acting as a physical expression of the brand.
At the same time, the clinic was undergoing a broader identity refresh and needed brand elements that could scale across exterior and interior applications.
The Solution
The Metric Group approached the project by treating the A-frame not as signage, but as a brand artifact.
A custom sign was fabricated from walnut with brass inlays. Lettering was CNC-cut directly into the panels and hand-painted to create contrast while preserving the natural grain of the wood. Brass inlays added visual weight and tactility, giving the piece an architectural quality rarely seen in sidewalk signage.
In parallel, a new logo was designed and implemented onto all physical and digital brand assets.
The Result
● A one-of-a-kind sidewalk sign that functions as both wayfinding and a brand statement
● A refined visual identity anchored by a crafted physical object
● Cohesive branding across street presence, building exterior, and interior spaces
From creative development through fabrication and on-site installation, the project delivered a unified identity upgrade centered around a single, thoughtfully executed object.
Why It Mattered
Rather than relying on multiple disconnected elements, the clinic gained a clear, confident brand presence rooted in quality and detail, reinforcing trust before a customer ever walked through the door.
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