Our existing restaurant client, Joe’s Deli, expanded with a small version of their deli on the ground floor of the Roswell Park Comprehensive Cancer Center in Downtown Buffalo. We assisted the Deli with a signage package, creating new graphics to re-brand an existing 200-square-foot kiosk.
For this project, we had to create replacement signage for the location, that not only met the Joe’s Deli brand standards (created by OtherWisz), but also met strict guidelines regarding sizing and overall area coverage set forth by the hospital. Different than a stand-alone building or plaza location, the kiosk can be seen from all four sides in the hospital lobby. Because of this, our team had to create graphics visible from multiple views.
The project started with a site visit, to review the location, site lines, and materials used on the existing kiosk, which were documented with measurements and photographs. Our design team worked on several concepts which we pitched to the client. Upon agreement of a design direction, we then had to consult with representatives of Roswell Park, through multiple design-development phases, adjusting designs to meet their requirements. Once we were all satisfied, we spec’d the materials, fabrication and install costs and prepared the final artwork.
Using Joe’s bold red, black, and white color scheme, we developed strips of eye-catching vinyl graphics that fully wrapped the lower section of the counter and advertised: wraps, sandwiches, grab-n-go, salads, and soups, with 6″ high letters. For the main front counter, we created a custom version of the main Joe’s Deli logo adding “At Roswell Park” to regionalize the space, yet still fit within the client’s brand architecture. Cut into a large diamond-shape, the main logo sits above the counter between two electronic menu boards. For the front view, we also created new cooler graphics printed on vinyl with the logo and the tagline. A long secondary logo was installed high on a wood slat ‘wall’ adjacent to the main counter.
The same secondary, pill-shaped logos appear on the balance of the kiosk sides, installed onto existing corrugated aluminum panels, that wrapped the top half of the counter. On the back view – seen when getting off the elevator – we installed a cut-to-shape graphic of the client’s signature tagline: “Made Fresh for You” along with the logo.
On all the logo signs, we added the Joe’s Deli wordmark as a secondary application to give the flat signage some added dimension. The same application applied to the tagline graphic.
With a modest budget and a quick turnaround time, despite several Roswell review sessions, the new Joe’s Deli kiosk opened in mid-December 2022 to satisfy the staff and visitors with freshly made deli sandwiches, wraps, soups and salads. Located on the ground floor, the kiosk is visible through the large windows of Roswell Park’s Scott Bieler Clinical Sciences Center at the corner Carlton Street and Michigan Avenue.
