It Can Be Done!

Look around the City of Milwaukee and you see them everywhere! Hand painted cartoon characters on windows, brightly colored cheap banners, very large exotic letters and temporary signage that becomes permanent.

I've met with a number of businesses in my life as a main street manager and I have had the opportunity to hear some of the stories.

Many business owners believe that this cheap looking and in bad taste signage speaks to their patrons and adds to their bottom line. I disagree (of course) and believe it becomes a liability to the community and brands the community.

However, some are getting this right in the City of Milwaukee. Which business owners understand that branding starts with good service and/or product, in addition to good signage and clean storefronts.

Here are some of my personal picks in the city. These businesses demonstrate what it means to brand a community with good street presence. It is not just just signage, but a well maintained lot, clean clutter free windows, etc.

Pilgrim Child Development Center on 70th & Center

Now, if I had kids I would consider this place (just judging from the outside). A landscaped parking lot with a clean, warm, inviting facility. The signage is really nice and adds a mark of professionalism. The playground is off in the distance however looks clean and seemed to have been installed by a professional.

Quick Pick Food Mart on 24th and Wisconsin

Now this place is a little closer to home however Quick Pick does an outstanding job keeping the lot clean. Windows are for the most part clutter free. Well at least you can see what is happening from the outside of the building. They have great customer service, wide isles and the signage is not over the top.



Signature Auto Sales 42nd and Fond du lac Avenue


I think there are possibly new owners since this post went live. This is not the best picture however this is the best I can do from my desk. If you can avoid the street merchant and boarded up window you find a really well maintained car dealer in the city. The lot is always maintained professionally. The signage for a car dealer is not that over-the-top. There is a color theme that is maintained throughout the lot. The cars are priced professionally and parked in an orderly manner.


To recap, businesses need to:

• Keep their lots maintained (cut grass, trim shrubs, remove weeds from sidewalks)
• Keep windows clean and clutter free
• Keep signage to a minmum
• Use signage professionals (I have plug for Chad at Innovative Signs - 262-432-1330)
• Avoid box lighting when possible
• Keep a clean entry way
• Keep trash off the lot
• Provide trash cans when possible and empty them
• Add a fresh coat of paint where needed
• Avoid painting brick buildings as much as necessary
• Repair broken fencing, windows, etc. immediately

If you have items to add to the list let me know!