Meet Tom Wilcoxen, Business Development Manager & Illinois Signage Expert

Tom Wilcoxen is a seasoned business development manager and architectural signage expert with Latitude Signage + Design, bringing more than 20 years of experience to solving complex signage challenges with creativity and practical solutions.

With a consultative approach rooted in relationship building and creative problem solving, Tom is more than a signage expert; he’s a trusted partner in turning visual communication goals into reality.

A Small-Town Guy with Big Ideas

Tom blends a grounded “know-how” mindset with a passion for helping clients bring their visions to life. Based in Illinois, he serves as a vital resource for clients across healthcare, education, and corporate markets, particularly in regions where tailored, locally focused signage expertise makes all the difference, even in the big city of Chicago. His approach to signage solutions centers on collaboration, creativity, and customization.

“People come to me for ideas when they are looking for something special or unique. They don’t want something out of a catalog,” he says. “They usually have a concept, but no idea how to make it a reality. I work with our production design team to develop something outstanding.”

His deep understanding of project logistics, environmental graphic design, and brand communication benefits his clients, because he not only meets technical needs but also enhances the overall space while being on time and on budget.

Tom’s Approach to Client Partnership

When Tom joined Latitude in 2003 to support clients in Illinois, he filled a gap where designers and architects needed someone who could consult directly with leadership and understand the unique needs of regional projects. For Tom, this closer connection to clients is what makes his work rewarding.

“Being in this market offers me a close connection with the end user. If an architect brings me in to meet with a client, I often get to sit with the CEO and hear about their vision and share projects that we’ve done that could inspire a solution for them. I love being able to serve as a consultant for them, let them know what options are out there, and how we can make their ideas a reality.”

Tom Wilcoxen, Business Development Manager

Signature Projects

Tom has led and contributed to a wide variety of architectural signage programs. From every aspect of gorgeously designed cancer centers to wayfinding solutions that make college campuses easier to navigate, his expertise helps clients achieve their goals.

Some of Tom’s favorite projects include Arie Crown Hebrew Day School and OSF HealthCare’s Cancer Institute, which used our Design-Build process, and Heartland Community College, which was a showcase for our on-site vertical printing capabilities. For Tom, these projects mean more than just fulfilling his professional obligations. They are a labor of love.

Beyond the Office

Tom and his wife Kerri, also a Latitude team member, live in Illinois with their two daughters in a home they built themselves. From plumbing to electrical, that same hands-on, detail-oriented mindset carries through to how he approaches clients' signage: thoughtful, thorough, and personal.