York Timbers
Signage System Manual
Project overview
York Timbers needed a repeatable external signage system that could be rolled out consistently across locations—regardless of which contractor or fabricator executed it. The goal wasn’t “one-off signage design”; it was a technical standard that protects the brand, improves navigation, and reduces production errors over time.
The challenge
External signage fails when it’s not systemized. Typical issues include:
• Inconsistent hierarchy and spacing (logos, arrows, text fighting for attention)
• Icons and arrows redrawn incorrectly by different suppliers
• Legibility problems at distance (wrong weights, poor contrast, crowded layouts)
• Fabrication drift (incorrect sizes, margins, and positioning across sign families)
• Brand dilution over time as new signs get added without a unified rule set
York Timbers required a manual that’s clear enough for installers, precise enough for production, and designed enough to feel premium and on-brand.
Strategy and creative direction
I approached the manual as a design system—not a document.
System-first layout architecture
• Built a modular grid that supports multiple sign formats (directional, regulatory, access, safety, identification).
• Defined consistent hierarchy rules: logo placement, title/label structure, supporting copy, and directional cues.
• Created “families” of signs so new signage can be added without breaking the system.
Technical standards that prevent mistakes
• To keep implementation consistent across suppliers, the manual codified:
• Sizing ratios and clear space rules (logo, text blocks, margins)
• Arrow construction standards using an arrow bounding box (so arrows don’t get stretched, cropped, or misaligned)
• Icon system rules (weight consistency, scale, padding, and placement)
• Alignment and spacing logic for text-to-arrow relationships (e.g., text left/right standards for directional signs)
• Production notes that support accurate artwork setup and output
Brand consistency across the environment
• The visual identity was translated into environmental rules:
• Controlled use of York Timbers green as a functional navigation cue (not decoration)
• Typography standards for legibility at distance (consistent sizing logic and line spacing)
• A disciplined “quiet” layout style—so the system stays clean, premium, and readable
• A consistent visual language across every application, from truck access to safety/regulatory signage
Designed for real-world rollout
• The manual was structured as an implementation tool:
• Quick-reference visuals for common sign types
• Clear do/don’t guidance to reduce interpretation errors
• A repeatable template mindset—supporting long-term expansion of the system
Outcomes
• A single source of truth for York Timbers external signage
• Improved consistency across sign types, sites, and vendors
• Faster production decisions (less back-and-forth, fewer revisions)
• A durable brand expression in the environment—clean, functional, and scalable
Why this works as a Creative Consultant/Strategist case study
This project demonstrates how I translate brand into operational reality—building systems that teams can apply reliably. It’s a blend of creative direction + technical design + implementation thinking, where the output isn’t just “design,” but a repeatable standard that protects brand equity and improves user experience at scale.
