Meet Tony Squire, Business Development Manager & Iowa Signage Expert

Tony Squire is a Business Development Manager and architectural signage specialist with Latitude Signage + Design, recognized for his keen technical mindset, attention to detail, and dedication to delivering exceptional signage tailored to each client’s needs. With nearly a decade of experience in the field, Tony brings practical know-how and creative problem-solving to his projects.

A Technical Thinker Who Thrives On Collaboration

Tony describes himself as persistent, conscientious, and reliable—qualities that guide his work with clients throughout the signage process. He loves meeting with new and existing clients to understand their business goals, ask thoughtful questions, and collaborate on signage solutions that are both functional and impactful.

What truly drives Tony is his technical curiosity. He enjoys digging into how signs are engineered and built, which helps him bring creative ideas to life and deliver solutions that are structurally sound and visually compelling.

Tony’s Approach to Client Partnership

Tony believes that asking the right questions is the foundation of a successful signage project. This allows him to clarify client needs, identify project goals, and create a plan where form meets function. Preparation and organization are central to his process, whether he’s meeting with architects, owners, or internal teams.

“When working with potential customers, I want them to know that my goal is to serve as an advocate for their needs,” he says. “I am committed to ensuring a successful partnership, a smooth process, and an end result that both the client and the Latitude team can take pride in.”

Clients appreciate that Tony is a true partner in solving problems, providing options, and guiding decisions throughout the project life cycle.

“Our knowledgeable and experienced in-house signage design team differentiates us. When I’m trying to help a client figure out specifically what they need for their project, having a team that can conceptualize ideas, design that idea, AND create a prototype of the idea is fantastic. The in-house design and fabrication resources mean we can move a little faster while considering the end use. With installation in mind, our designers create unique designs that we know we can build and install smoothly, because our fab team gave the design their approval.”

Tony Squire, Business Development Manager

Signature Projects

Throughout his career, Tony has contributed to a wide range of high-profile and technically challenging signage projects. Some favorites include the intricately designed Krause Gateway Center, an exterior signage package for the Outlets of Des Moines, and signage for the Mason City High School rebrand and athletics addition. These projects required Tony to showcase Latitude's capabilities and win client trust, which made the successes all the more fulfilling.

Tony’s technical prowess allows him to bring innovative ideas to life when working with clients. Among the wide range of signage products offered by Latitude, Tony's favorite is faux corten. This product provides the rustic look of steel but is made from aluminum, making it lighter and more cost-effective.

Beyond the Office

Outside of his professional work, family is an important part of his life, and simple rituals, including Saturday morning trips to the donut shop, bring joy and balance to his busy schedule.

Tony is a “dance dad” to their daughters, Riley and Sammie, and he always enjoys quality time with his wife, Kirby.