Froedtert and the Medical College of Wisconsin's North Tower -- A curved challenge.

Background and Goals

Froedtert Hospital is located just outside the city of Milwaukee on the Milwaukee Regional Medical Complex. It is a premier academic and full-service medical facility within the Froedtert and the Medical College of Wisconsin health network, providing patient care, research and education to the region.

In 2013, Froedtert and the Medical Hospital of Wisconsin rebranded their affiliated hospitals, centers and services. As part of that effort, the signage for the north and west sides of what is referred to as the “North Tower” was due for replacement in 2015 in accordance with a master sign plan and budget.

StrategyImage of the Froedtert & the Medical College of Wisconsin North Tower at night with new LED signs.

Lemberg’s sign division team was contacted to survey the building and the existing signage. The team developed a sign replacement for the building that included channel lettering and logo boxes on both the north and the west sides of the building.  This allowed the new branding to be seen in its entirety from both elevations.  The marketing department at the Froedtert and Medical College of Wisconsin opted to alter the design, placing channel lettering on the north and west elevations and a single logo box on the curved portion of the building.

The curve of the building presented a challenge to the design team. Extensive site surveys were done to be sure to manufacture the logo portion of the sign to the exact radius of the curve and to propose the correct mounting method for the curved sign.

Lemberg produced a new design and an extensive integrated work plan outlining special safety precautions for the installation of the signage at a site that was above a tower of windowed work spaces and near a parking lot and sidewalk. The plan also addressed concerns for protecting the building and roof from damage and keeping the location free of debris. Special equipment – a swing stage, a crane, and a boom truck with bucket – were used to hoist the signs and secure them into place.


The Lemberg team communicated regularly with the Froedtert and Medical College of Wisconsin officials to update them on any challenges facing the team during the entire design, manufacture and installation process.  Despite the threat of a delay due to fall weather conditions, Lemberg’s team delivered both elevations of channel lettering and the logo box on the “North Tower” on schedule.  The measurements for the radius of the curve of the building proved to be exact and the team installed the specially designed logo box without any issues.


The new and brightly lit branding signage for the Froedtert and the Medical College of Wisconsin is now displayed on the north and west elevations of the “North Tower.” The logo box appears on the curve of the “North Tower” facing traffic as it enters the Milwaukee Regional Medical Complex off 92nd street from the north, a high visibility location.

The officials at the Froedtert and Medical College of Wisconsin have now engaged with Lemberg’s sign division team to manage additional signage needs.