Meet Michael McKeag, President & CEO of Latitude Signage + Design
Michael McKeag serves as President and CEO of Latitude Signage + Design, guiding the company’s vision, growth, and strategic evolution in the architectural signage industry. Known for his hands-on approach, strategic mindset, and people-first leadership, Michael plays a central role in steering Latitude through growth and change while staying true to the organization’s core values of creativity, collaboration, loyalty, and honesty.
A Career Built on Curiosity and Versatility
Michael’s journey into signage began after earning his degree in accounting with a minor in economics from Luther College and achieving CPA status. Though he initially worked in tax accounting and corporate finance, he was drawn to opportunities that let him engage with many facets of business aside from numbers.
When Michael interviewed for an accounting manager job with Tom and Dianne Latimer in 1998, he was drawn to their passion for teaching others. That interview would lead to 27 years (and counting) of a successful career in signage. Over time, Michael became a trusted collaborator with the Latimers and was asked to step into the role of President and CEO, where he now leads with a strategic and methodical mindset rooted in practical experience.
Michael’s leadership bridges strategic growth, servant leadership, and real-world signage excellence. His broad business background, coupled with deep industry insight, allows Latitude to innovate, adapt, and deliver solutions that stand the test of time, both functionally and creatively.
Commitment to People
What sets Michael apart is not just his business acumen but his commitment to people and continuous learning. He emphasizes building strong teams, fostering growth through training and internal collaboration.
“Growing our people through training and focus groups helps enhance our versatility by utilizing new technology, processes, and innovative thinking which increases the capabilities of all of our regions. All of this must happen while maintaining quality products and the integrity of the level of service we provide to our customers.”
His leadership style honors the founders’ tradition of servant leadership while positioning his people to adapt to evolving client needs and technological advances.
"It always comes back to the team aspect for me," he says. "If you can bring people together and help them find a sense of fulfillment both as individuals and as a group, you're going to be that much more effective in serving customers and growing together as a team."
Pillars for Success
Under his direction, Latitude Signage + Design has navigated disruption and opportunity within the signage industry by emphasizing four core strategic pillars:
People First: Reinforcing the belief that people, not machines, drive innovation and client success and that when people can find joy and fulfillment in their work, success follows.
Innovation: Continuously exploring new technologies, design approaches, and processes to stay ahead of industry trends.
Bold, Long-Term Investment: Allocating capital thoughtfully to support strategic growth.
Honesty & Integrity: Maintaining transparency and trust with employees, clients, and stakeholders at every step.
Beyond the Office
Outside of work, Michael enjoys family life on his hobby farm, traveling with his wife, Cara, and spending time with their children and grandchildren. His grounded, well-rounded perspective influences how he leads the company: with heart, humility, and purpose.
“The future looks great; we’ve weathered tough times and come out successful on the other side. We are fortunate to have great customers and an excellent team, and we look forward to continued growth.”
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