Expert Profile: Tony Squire
Meet Tony Squire, Central Iowa Sign Expert
What does a typical day look like for you?
A typical day starts with breakfast with my daughters, they are 2 and almost 4. Once I drop them off at daycare, I hit the road. My days are packed with appointments with architects and clients. So I spend a lot of my day in meetings working through ideas, designs and coming up with signage solutions that suit their needs and always answering questions.
What geographic area do you represent?
I cover most of central Iowa with a majority of clients in the Des Moines metro. I rack up about 12,000 miles a year traveling from the Minnesota to the Missouri border.
What is a signage project you are really proud of?
I’m really proud of a couple big projects this year.
First, the Outlets of Des Moines located in Altoona, IA. I was able to win this highly competitive, high profile project, with the client being in Boston. This project includes everything from back of house compliance signage to exterior wayfinding signs for traffic and pedestrians. There are also numerous branded logo signs and a huge LED illuminated 25-foot pylon sign. It was exciting to watch the production progress of these signs.
Second, the Element by Westin hotel in West Des Moines, IA. Again, another highly competitive project with the client being out of state, in Colorado. After an extensive interview process, we came out on top. Working with a client from the beginning as I did with the Element team is ideal. I’m able to find solutions to issues before they became problems. Like relocating power from a guest room to the hallway to reduce disruptions in that room if there are any sign problems.
What is your favorite signage product?
We have a new product that is a spin off of cor-ten steel. It provides the rust look, and because it’s aluminum, it’s lighter and less expensive than steel. It’s great to work for a company that places an importance on innovation and finding new ways to do/create things.
What differentiates ASI?
Our knowledgeable and experienced in-house signage design team differentiates us. When I’m trying to help a client figure out specifically what they need for their project, having a team that can conceptualize ideas, design that idea, AND create a prototype of the idea is fantastic. People could pay a design firm big bucks just to come up with ideas that we would fabricate, but we can do that for our clients if they like.
Also, everyone at ASI truly wants to help our clients get the best solution for their project and budget.
What do you like to do when you’re not working?
I spend a lot of time with my family. We have a ritual with all my girls, every Saturday we go to Hurts Donuts for breakfast. They look forward to it all week, it’s our thing.
If you could go an all-expenses-paid dream vacation, where would you go?
Italy! My grandparents came over to the United States from Italy, I’d love to go back and see where they grew up and experience our family’s heritage.
Boutique hotels come back to life with restorations and community minded people. Our sign team looks at a few of these hotels we've partnered on and share design intent and the importance of following ADA Guidelines for historic renovations of public spaces.
It’s the heart and soul of our sign business. Raised text and braille signage is where we got our start. Inclusion and accessibility is as much, or more, important as it was in 1985 when we started building signs in a garage.
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