Icon stepped up and delivered when GM's brand identity design department asked for help in developing ideas for signage--visualizing a wide range of approaches, prototyping, turning concepts into reality. The result? Stunning illuminated signs with lettering that was black by day, high-visibility red by night.

Icon engineered the chosen sign approach to bring as much value to the program as possible--specifying the right materials for great performance at minimum cost, using low-voltage LED technology to ensure maximum energy efficiency--while achieving the largest scale possible for copy within relatively small square footage.

Icon worked closely with individual dealers at 150 locations to implement the program. This is one of our strengths: We have the national reach/local presence and the extensive experience working with operator networks necessary to assure buy-in and smooth implementation. Success in this case required what amounted to serving--and satisfying--more than a hundred individual customers for a single program. Icon was up to the task.

GM has been pleased with the results. Icon has managed the process well from the start, meeting critical deadlines while meeting a variety of needs--from GM's brand managers in Detroit to its hundred-plus HUMMER dealers across the United States.