The lobby sign was fabricated and installed by crew at DGI Creative. Roger Cox and I worked together on the design for exterior sign. Both of these companies took rough sketches of mine and made them into something special. It was important to recognize that these guys were the experts here and to let them do their thing.
Although it’s hard to see in this photo, the background of the wall graphic includes copy that our entire team wrote out—saying what KickCharge means to them.
Here’s our break room/kitchen, with a custom wall wrap designed by our illustrator, Jeffrey Devey. It’s not brick, but sure looks like it! We tried to imagine our new brand as it might have been 50 years ago.
For our conference room, I wanted clients to really get a sense of how important brands were to our central philosophy.
This is the team that makes up the foundation of the building they stand in front of. I couldn’t have done it without them. Missing is Jeffrey Devey, our illustrator, who’s been with me for over 10 years. The building is literally surrounded by cornfields, which creates a unique juxtaposition.
Our lobby features a custom desk. The use of angles through the space and the flooring was meant to work in harmony with the angles in our new brand.

Rebranding my own small business

By Dan Antonelli

Posted on Thursday, October 26th, 2017

A building, a new beginning

For seven years, I drove past a piece of vacant land on my daily commute to the office. In my head I visualized our growing agency, one day, building a new office on that property. A couple of years ago, the plans fell into place to make that dream a reality. That’s when I decided it would represent a new beginning for us—a new chapter in our agency’s story. Finally, the time had arrived to adopt a name and brand that truly represents us, our culture and what we stand for.

When I announced to my team that we would be changing the name of the business, everyone was on board. Many had been advocating it for a while. But what would the new name be? Hey, we help clients figure that out all the time. It wouldn’t be too hard, right?

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Dan Antonelli

Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit On Instagram: @danantonelli_kickcharge.