Meet Michael McK­eag, Pres­i­dent & CEO of Lat­i­tude Sig­nage + Design

Michael McK­eag serves as Pres­i­dent and CEO of Lat­i­tude Sig­nage + Design, guid­ing the company’s vision, growth, and strate­gic evo­lu­tion in the archi­tec­tur­al sig­nage indus­try. Known for his hands-on approach, strate­gic mind­set, and peo­ple-first lead­er­ship, Michael plays a cen­tral role in steer­ing Lat­i­tude through growth and change while stay­ing true to the organization’s core val­ues of cre­ativ­i­ty, col­lab­o­ra­tion, loy­al­ty, and honesty.

A Career Built on Curios­i­ty and Versatility

Michael’s jour­ney into sig­nage began after earn­ing his degree in account­ing with a minor in eco­nom­ics from Luther Col­lege and achiev­ing CPA sta­tus. Though he ini­tial­ly worked in tax account­ing and cor­po­rate finance, he was drawn to oppor­tu­ni­ties that let him engage with many facets of busi­ness aside from numbers. 

When Michael inter­viewed for an account­ing man­ag­er job with Tom and Dianne Latimer in 1998, he was drawn to their pas­sion for teach­ing oth­ers. That inter­view would lead to 27 years (and count­ing) of a suc­cess­ful career in sig­nage. Over time, Michael became a trust­ed col­lab­o­ra­tor with the Latimers and was asked to step into the role of Pres­i­dent and CEO, where he now leads with a strate­gic and method­i­cal mind­set root­ed in prac­ti­cal experience.

Michael’s lead­er­ship bridges strate­gic growth, ser­vant lead­er­ship, and real-world sig­nage excel­lence. His broad busi­ness back­ground, cou­pled with deep indus­try insight, allows Lat­i­tude to inno­vate, adapt, and deliv­er solu­tions that stand the test of time, both func­tion­al­ly and creatively. 

Com­mit­ment to People

What sets Michael apart is not just his busi­ness acu­men but his com­mit­ment to peo­ple and con­tin­u­ous learn­ing. He empha­sizes build­ing strong teams, fos­ter­ing growth through train­ing and inter­nal collaboration.

His lead­er­ship style hon­ors the founders’ tra­di­tion of ser­vant lead­er­ship while posi­tion­ing his peo­ple to adapt to evolv­ing client needs and tech­no­log­i­cal advances. 

“It always comes back to the team aspect for me,” he says. ​“If you can bring peo­ple togeth­er and help them find a sense of ful­fill­ment both as indi­vid­u­als and as a group, you’re going to be that much more effec­tive in serv­ing cus­tomers and grow­ing togeth­er as a team.”

Pil­lars for Success

Under his direc­tion, Lat­i­tude Sig­nage + Design has nav­i­gat­ed dis­rup­tion and oppor­tu­ni­ty with­in the sig­nage indus­try by empha­siz­ing four core strate­gic pillars:

1. Peo­ple First: Rein­forc­ing the belief that peo­ple, not machines, dri­ve inno­va­tion and client suc­cess and that when peo­ple can find joy and ful­fill­ment in their work, suc­cess follows.

2. Inno­va­tion: Con­tin­u­ous­ly explor­ing new tech­nolo­gies, design approach­es, and process­es to stay ahead of indus­try trends.

3. Bold, Long-Term Invest­ment: Allo­cat­ing cap­i­tal thought­ful­ly to sup­port strate­gic growth.

4. Hon­esty & Integri­ty: Main­tain­ing trans­paren­cy and trust with employ­ees, clients, and stake­hold­ers at every step.

Beyond the Office

Out­side of work, Michael enjoys fam­i­ly life on his hob­by farm, trav­el­ing with his wife, Cara, and spend­ing time with their chil­dren and grand­chil­dren. His ground­ed, well-round­ed per­spec­tive influ­ences how he leads the com­pa­ny: with heart, humil­i­ty, and purpose.

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