Meet Tony Squire, Iowa Sign Expert With An Eye For Detail

July 2021


Describe yourself in three words.

Persistent, Conscientious, Reliable.

What aspect of helping companies with signage do you enjoy the most?

Meeting with both new or existing clients and learning about their business to truly understand and collaborate on how we can help them reach their goals. I really enjoy being a technical guy: how it’s built, how it’s engineered, that’s where I live and it definitely helps bring ideas to life with clients.

What is one thing you want potential customers to know about you?

My goal is to work as an advocate for my clients to ensure a successful partnership, process, and end result that both the client and our team are proud of.

What is your favorite project you have completed at Latitude Latimer Group? What made it special?

Favorite projects I’ve partnered on include the Krause Gateway Center because of the high design and specifications of the product involved, as well as the high exposure of the project in Des Moines. The Outlets of Des Moines full campus exterior signage package is another favorite, we collaborated with a remote owners group and designer team to make this happen. Both projects required me to prove our capabilities to win in the first place, sometimes the hardest ones to get are the most fulfilling. But honestly, my most recent favorite sign would have to be the new Reichardt’s Giant Slide sign at the Iowa State Fair. This slide moved in 2021 and big slides need big signs so we designed, fabricated, and installed the sign for our friends there.

How do you get to the bottom of what a customer really wants?

Ask all the questions. This may seem over the top, but there is a method behind the madness. Asking questions allows the customer and me to determine what they want out of their sign package, so we can deliver in the best way possible.

In your years of selling signage, what is one thing you have learned that has helped you the most either with doing your job or with customers?

Preparation is key. If you know me, you know that I am a technical thinker and organized person. Whether I am meeting with clients or colleagues, I do my best to prepare myself for the meeting beforehand by understanding any technical project details and collaborating on the rest.

What do you enjoy doing outside of work?

Outside of work, I enjoy spending time with my wife and two daughters.

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