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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

I’ve helped other businesses do it for years. Now it was my turn.

By Dan Antonelli

Posted on Thursday, October 26th, 2017

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In the 22 years since I founded Graphic D-Signs, I’ve helped rebrand more than 1,000 small businesses around the globe. I’ve always understood why it’s a decision that business owners don’t take lightly. But now, I have an even greater appreciation for my clients’ struggles, excitement and challenges— because I just experienced it myself. Here’s what it was like for me to walk in my clients’ shoes while I rebranded my own agency.

Humble beginnings

In May 1995, I walked into a New Jersey courthouse and registered my business as a sole proprietor. I was young and still had a “day job” as a graphic designer in New York City. Like most entrepreneurs, I was full of ambition and energized about the possibilities.


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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 danantonelli.com. On Instagram: @danantonelli_kickcharge.

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