Prudential Case Study



The Challenge

With a new brand identity, Prudential needed to convert 2,829 sites across the US and Canada.

This conversion included 3 separate divisions: insurance, real estate, and securities. And each division had a say in implementation decisions. In addition, every Prudential site represented an independent franchise.

Needless to say, Prudential faced a complex program—one that would require precise management and industry expertise.

The Solution

Icon provided start-to-finish program management, from design engineering to installation.

To begin, we collaborated with the Prudential design firm to translate its vision into a comprehensive sign program that included
  • Monuments
  • Pylons
  • Letter sets
  • Wall signs
  • Interior plates
  • Wall plaques

Icon managed planning, prototyping, and manufacturing. And we worked closely with 3M to develop custom films for flawless translation of new corporate colors.

In addition, Icon developed an inventory-based approach to implementation that allowed for maximum economy and responsiveness. Once established, this system enabled us to ship and install within 15 days of each order.

To encourage support for the new program among franchisees, Icon also participated in several Prudential conventions. We developed exhibits to promote the program and sent field professionals to answer questions and address issues.

The Result

The Prudential program was completed in less than 3 years, within the projected time frame and budget. Today, Icon continues to manage sign projects for Prudential Real Estate.

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