Signage Expert: Bryce Carlson


Meet Bryce Carlson, a seasoned Business Development Manager at Latitude Signage + Design with an impressive tenure of almost 24 years. Bryce met the owner Tom Latimer when one of his college buddies married Tom’s daughter. Through them Bryce got a taste of the exciting projects the company undertook. So, when Tom left him a voicemail about a sales rep position, Bryce couldn't have been more excited. And he’s been in the sign business ever since.

Based in Iowa City, Bryce's territory covers Eastern Iowa, where he's been instrumental in bringing Latitude's projects to life including Kinnick Stadium, Riverside Theatre, and Johnson County Poor Farm. Being just a short walk away from clients like the University of Iowa and University of Iowa Hospitals and Clinics (UIHC) has proven to be a game-changer, making meetings and site visits a breeze.

When it comes to what sets Latitude apart, Bryce believes it's all about honest and open communication. He prides himself on being accountable not only to his clients but also to the fabricators at the plant. No empty promises here. Bryce understands the importance of proactive discussions, ensuring that everyone involved is on the same page from the get-go. It's about delivering top-notch results while staying within budget—a win-win for everyone.

Bryce's favorite project—the UIHC Stead Family Children's Hospital. This gig was no walk in the park, but the meaningful work made it all worthwhile. Collaborating closely with the client, Bryce and his team nailed a full sign package for the hospital's rebranding. From eye-catching exterior branding to intuitive wayfinding signage and heartfelt donor recognition inside and out, this project showcased their versatility and purposeful approach.

When Bryce isn't working with clients on signage, you'll likely find him cheering on his kids at their activities or perfecting his golf swing. Coaching his son and daughter's sports teams allows Bryce to channel his love for sports, his competitive drive, and his gift of gab all at once.

Have a question for Bryce, or just want to talk sports? Email him at

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