Meet Bryce Carlson, Business Development Manager & Eastern Iowa Signage Expert
Bryce Carlson is known for his customer-focused approach, professionalism, and deep expertise in handling a wide variety of sign projects from healthcare and education to large-scale branded environments.
Bryce Carlson is a signage specialist with over two decades of experience helping clients design, plan, and implement impactful architectural signage throughout Eastern Iowa. He is known for his customer-focused approach, professionalism, and deep expertise in handling a wide variety of sign projects from healthcare and education to large-scale branded environments.
20+ Years of Bringing Clients’ Visions to Life
Bryce met Latitude founder Tom Latimer when one of his college buddies, Todd Carey, married Tom’s daughter. Through them, Bryce got a taste of the exciting projects the company undertook. Shortly after, when Tom left him a voicemail about a sales rep position, Bryce couldn’t have been more excited. He’s been in the sign business ever since.
Bryce began in Central Iowa before relocating to Iowa City in 2006 to better serve clients in Eastern Iowa, particularly around the University of Iowa and University of Iowa Hospitals & Clinics. His extensive experience includes working on mixed-use developments, hospital signage, collegiate environments, and major corporate accounts.
Bryce’s Approach to Client Partnership
What truly sets Bryce apart is his approach to collaboration. He believes the most successful signage projects start with early communication and clear expectations. His straightforward communication style and proactive mindset help avoid surprises and keeps projects moving smoothly from concept to completion.
“We don’t promise things we can’t deliver. It’s so important to be proactive and have those discussions with clients and architects early in the process so that everyone has a clear understanding of what materials and fabrication methods are needed to achieve the desired look while staying within the budget.”
Clients also appreciate Bryce’s steady, solutions-focused demeanor. He’s known for being responsive, organized, and accountable — someone who follows through and makes the signage process easier to navigate. Whether it’s a complex wayfinding system or a custom-branded environment, Bryce brings both technical expertise and a strong understanding of how people interact with spaces.
Signature Projects
One of Bryce’s favorite projects was the University of Iowa Stead Family Children’s Hospital. The team collaborated to deliver a full sign package, including exterior branding, interior and exterior wayfinding signage, and interior and exterior donor signage, for the new facility during a rebrand.
“This project was a challenge, but the most meaningful work,” Bryce says. “Our team worked on all the interior, exterior, and donor signage for this project. Their design team had a clear vision for the signature exterior sign, and I brought in material and fabrication experts to brainstorm how to bring this unique design to life. We went through many prototypes, but working together, we created something that worked well for the hospital, the architects, and our fabricators. Today, we’re working on the rebrand for this exterior sign.”
Beyond the Office
Outside of his professional role, Bryce is an energetic and passionate coach-turned-cheerleader for his son and daughter. His son, Drew, attends Simpson College and plays baseball. His daughter, Molly, excels at nearly every sport at Iowa City High. In the fall, he’ll be a University of Northern Iowa Panther fan when his daughter heads there to play softball.
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