This feature was originally published in Sign Builder Illustrated‘s August 2024 edition.
Cadwell Design + Sign in Holliston, Massachusetts prides itself on being at the forefront of sign design, fabrication and installation. Senior Director of Design and Project Management Jenny Bridges joined the team 19 years ago as a temp in the engraving department and never looked back. The company has been around for 41 years, and that’s no coincidence as they prioritize fostering both a productive and instructive work environment.
“Cadwell’s core values are ‘quality, service, innovation, teamwork, speed’ and we really stand by every one of those values,” says Bridges. “The partners that own Cadwell make sure every employee here is aware of the values and adheres to them every day. We pride ourselves on producing and delivering high-end signs and delivering them very quickly.”
“A big motivating factor is the team we have here,” Bridges continues. “They are all very proud of the work they do, and everyone is so easy to work with. We set goals and work hard to achieve them, but we also have a lot of fun, which makes getting up to come to work every day very easy, and even exciting.”
Designer and Project Manager Laryssa Azevedo works with Bridges to make the clients’ design and branding dreams come true. Azevedo joined the Cadwell team as head of the vinyl department in production, and eventually received a promotion after displaying promising design skills during her early years on the job. Now, she leads fabrication and installation for some of the company’s most impressive projects.
“One of the designers in our front office left and we were scrambling to get a replacement. We knew Laryssa had some design experience, and she was a very focused worker with a great attitude, so we offered her a promotion into the design role,” says Bridges. “When looking for a designer/project manager in the sign world, not just anyone with design experience will do. They need to understand how signs are made and installed. It is not just designing; it is in a way engineering as well. Laryssa’s positive attitude and patience, paired with her design talent is a huge factor that helps make her a key part of our team.”
Bridges and Azevedo worked together on a sleek, modern office branding package for AVS Pulse, a health technology company based in Boston. The focal points of the project were the backlit company logos and the metallic AVS logo placed on the brick wall behind the office’s coffee and refreshments station.
“With the metallic logo, the goal was to blend modern aesthetics with the industrial feel of the brick. We selected brushed metal for its clean, professional look and used silicone to secure the stud-mounted installation, ensuring durability and stability,” says Azevedo. “Collaborating closely with the client was crucial to fully realizing their vision. By combining their input with our expertise, we enhanced the final outcome, ensuring it met and exceeded expectations.”
As for the backlit logo behind the reception desk, the goal was a simple, yet significant install to impress visitors to the office.
“We aimed to create a visually striking centerpiece for AVS. Jenny’s contribution, with her extensive knowledge of modern signage, was invaluable to the project,” says Azevedo. “The process was smooth and collaborative, from multiple meetings with the client to the final installation. The use of high-quality materials, precision-cut lettering, and state-of-the-art LED backlighting helped achieve the desired effect. This combination ensured that the signage was both visually appealing and functional.”
Bridges and Azevedo also collaborated on installations for the Massachusetts Institute of Technology’s Student Center and Schrödinger, a chemical simulation software company that develops tools for the pharmaceutical and biochemical industries.
Located in Cambridge, Massachusetts, both of these jobs involved branding elements and ADA signage installations. To tackle projects of this nature the team at Cadwell utilizes a proven process.
“There are a lot of factors that go into these deals. Cadwell has a five-step process that we stick to: discovery, design, manufacture, install, service,” says Bridges. “In discovery, the project manager reviews projects and goals from the customer. We do site surveys, building/space reviews, look at the customer’s brand and design intent (if provided), and get floor plans, etc. Then design, where the designer reviews the scope and design intentions with the PM and begins to draw concepts, colors, materials to the client.”
“Once designs are finalized, we discuss timelines and release artwork/shop drawings to production for the next step of manufacturing,” explains Bridges. “The manufacturing team reviews the job with the designer, orders materials, and each portion of the project is released to the appropriate production department. Once completed, the products go to quality control and are then packaged for shipment or prepped for installation. Installation dates are set with the client, and then once installed the products and work areas are cleaned. The installer takes completion photos for the client and for our internal records. Lastly is service, where we follow-up to make sure the client is satisfied, and we send a post-project survey to the customer for larger projects.”
Cadwell recognizes that the future of signage lies in the hands of young professionals who have a passion for design and branding. As a result, their staff is encouraged to embrace innovation while adhering to traditional signage standards and practices.
While signage is rapidly changing with the introduction of new ideas and materials, Bridges believes the market will remain steady. “Signage is not only for compliancy but also acts as artwork in many client spaces,” she says. “I think more and more young people are discovering signage as artistic avenue.”
“I went to school for graphic design and started at Cadwell in the engraving department thinking it was a temp job until I found something permanent in the design field, and 19 years later I’m still here and loving all the creativity I’m able to use in this field,” Bridges adds. “Approximately half the employees at Cadwell could be considered ‘young professionals,’ and of the younger crew, most of them are in their 20s. Every one of those employees is incredibly talented and motivated, Laryssa being one of them. That is very promising to me that they will keep this sign company going strong for years.”
