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The Opportunity
The Wendy's® Company, the third largest quick-service hamburger company in America, has been a customer of FASTSIGNS® since 1990. In 2012, Wendy's ended a merger with the Arby's Group in Atlanta and moved their headquarters back to Dublin, Ohio.
The Challenge
Wendy's management saw the relocation as an opportunity to update their corporate office and contacted FASTSIGNS for custom signage and graphics to reflect the national rebranding. Practically speaking, this meant Wendy's wanted new signage with updated interior décor to reinforce their brand message on their corporate campus.
"After several years of flat growth in same store sales, Wendy's was looking to rebrand their entire image," FASTSIGNS Clay Baker stated. "The rebranding plays into the overall look and direction that we wanted to accomplish."
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The Solution
FASTSIGNS met with Wendy's to discuss ways to enhance the experience of franchisees and vendors visiting the headquarters by updating their brand. Working with Wendy's facility management and an architectural firm on space planning, FASTSIGNS created visual interpretations of the architect's designs that blended innovative interior décor and spacious areas.
"Our team came up with ideas to bring their designs to life," Baker remarked. "It all started with graphics in a conference room, prints of menu items and a mission statement."
FASTSIGNS interpreted design concepts in a fresh, modern way. Striking a fun and functional balance between branding and product photos, the signage provided continuity for the franchisor.
Updating Wendy's interior décor meant using simple visuals in a big way. Oversized prints of juicy burgers, crisp lettuce and a delicious Frosty were created to bring a nostalgic, yet modern feel. The corporate office wanted to show Wendy's through the years using product-themed signage and visual throw-backs to past restaurant décor.
FASTSIGNS completed dozens of wall displays as the needs of the projects expanded to include custom collages. The projects were a collaborative effort by FASTSIGNS' well experienced staff and utilized their routing, engraving and painting capabilities. The FASTSIGNS team mounted all Wendy's signage with graphic standoffs, which became the basis for all signage designs.
The team transformed the Wendy's training building into the "Dave Thomas Building" and added wall quotations by the legendary founder, as well as dimensional letters and the updated, yet iconic Wendy's logo. FASTSIGNS provided exterior wayfinding directional signs and dimensional lettering and visually interpreted the needs of each space, whether it meant using non-glare acrylic in hallways and conference rooms or custom materials for executive offices.
Wendy's also wanted to change out photos of people attending training programs. FASTSIGNS solved the challenge by creating a magnetic display with a custom stud mounting system.
The Result
From test kitchens to their nationwide marketing office, the Wendy's campus was covered with sign and graphics solutions by the FASTSIGNS team. Creating unexpected designs to establish the Wendy's brand was all part of FASTSIGNS' plan to serve up a new recipe of signage.
FASTSIGNS completed 67 different projects within Wendy's specific budget and has eight additional projects in the works. FASTSIGNS continues to collaborate with Wendy's to provide continuity for their signage as the franchisor grows and evolves their business.
*FASTSIGNS® of Columbus – Northwest is owned by Clay Baker.
