Interior signage re-brands kiosk for a local deli’s new satellite location in the lobby of a medical center

Existing restaurant client, Joe’s Deli, planned to open a smaller, on-site version of their deli within Roswell Park Comprehensive Cancer Center. We assisted with environmental design and signage development, creating new graphics to re-brand this existing 200-square-foot kiosk.

For this project, we had to develop replacement signage for this existing location that met the established Joe’s Deli brand standards. It also had to adhere to strict guidelines set forth by Roswell Park regarding sizing and overall area coverage. For a kiosk that can be seen on all four sides in a hospital lobby, we developed a strip of eye-catching red vinyl graphics that wrapped the lower section and advertised their products: wraps, sandwiches, grab-n-go, soups and salads.

Joe’s Deli

Services Provided:
Design & Development, Production Management, Installation Management

Buffalo, NY


Joe's Deli Back Panel With Pill Shaped Logo
Joe's Deli Diamond Shaped Logo Signage
Joe's Deli 200-Square-Foot Kiosk

For the front counter we created a full color logo in a 23″ diamond shape cut-out of polystyrene that sat between two electronic menu boards. Adding the Joe’s Deli signature script as a secondary application gave the sign some added dimension. We also rebranded the top and the bottom of their grab-n-go drink cooler with new graphics printed on vinyl as well as added another logo to the wooden slat wall that faces front.

Joe's Deli Kiosk Back Panel

For the three other sides we used the Joe’s Deli alternative-version, horizontal logo in a pill shape to maximize the space (keeping within Roswell’s size regulations). These 55.75″W x 11.75″H signs also featured the secondary application of the wordmark to give it some dimensions and were mounted onto existing corrugated aluminum sheeting. The back side (facing the elevator) also greets visitors with the Deli’s signature tagline “Made Fresh for You” cut to shape.

Joe's Deli Side Panel With Pill Shaped Logo

With a modest budget and a quick turnaround time, the new Joe’s Deli kiosk opened in mid-December 2022 to benefit patients and satisfy the stomachs of staff and visitors with freshly-made deli sandwiches, wraps, soups and salads on the ground floor of Roswell Park’s Scott Bieler Clinical Sciences Center at Carlton Street and Michigan Avenue.