The firm was established in 1997 by Cheryl O'Connor. Cheryl sought to apply her experience in the sign industry and acute understanding of wayfinding for healthcare facilities to provide sign system solutions in these complex environments.


In 2006, Bonnie Gitter joined the firm bringing more than 20 years of graphic design and signage experience. Cheryl and Bonnie previously worked together at Derse Signs/ASI Sign Systems-Milwaukee and now offer their combined experience of more than 40 years to assist organizations in developing wayfinding signage systems that provide positive user experiences.