Neenah High School celebrated the opening of its new campus in Neenah, Wisconsin, last year. During construction, the school’s leadership team envisioned modern signage that could also serve as a dynamic communication tool to keep students, parents, and the community informed. They turned to Creative Sign Company, a local full-service signage and wrap shop, to find the ideal solution.
In close partnership with Watchfire, an LED display manufacturer, Creative Sign Company designed and installed two LED signs: a full-color display for the high school and a smaller display for the middle school.
We spoke with Creative Sign Company Account Manager Phil Jennings to learn more about what went into the project:
Q: How did the project with Neenah High School come about?
A: “This project highlights the significance of long-standing relationships in the industry. The facilities manager at Neenah High School had previously collaborated with us while at another local public school. When he moved to Neenah, he reached out to us again. Having worked with us before, he trusted our expertise to realize the school’s vision. Although he invited proposals from other sign companies, our design best matched their vision of complementing the modern architecture of the new campus and serving as an effective communication tool for students, parents, and the wider community.”
Q: Walk us through the design process.
A: “Our lead designer, Nicole Mattson, had a personal connection to the project — her husband attended Neenah High School, which made it even more meaningful. Her team worked to incorporate the school’s logo into the sign while also ensuring it blended seamlessly with the new campus.
“Early in the process, we received architectural renderings of the school, which featured prominent red elements. The design team used that as inspiration, tying the same red into the signage to create a cohesive look. We also incorporated a faux brick base, carefully painted to match the building’s exterior. The final design wasn’t just functional — it became an award-winning display that enhances the school’s entrance.”
Q: What about the fabrication process?
A: “Once the design was finalized and approved by Neenah High School and the board, the fabrication process was straightforward. We handled all fabrication in-house, using aluminum and a faux brick base to ensure durability while maintaining an aesthetic that matched the school’s modern design. The sign also features an advanced 10 mm, 4’5″ X 7’3″ LED message center from Watchfire. This advanced display allows the school to update messaging in real-time.”
Q: Walk us through the installation process.
A: “The installation process went very smoothly, although we encountered some challenges with the ground conditions. Initially, the ground was too soft for us to proceed, so we had to wait for it to dry before pouring the foundation.
“Two signs were installed: a smaller display at the secondary entrance and a larger, more prominent display serving as the main entry sign to the new campus. Once the concrete was set, the installation was completed without any issues.”
Q: How was collaboration between Creative Sign Company, Watchfire, and Neenah High School executed?
A: “The collaboration among all three parties was smooth and efficient. We have worked with Watchfire for years, and our primary contact, Chad Deffenbaugh, has been exceptional. Having a trusted vendor made the process easy and stress-free. Neenah High School was also a pleasure to work with. Their team was highly engaged throughout the project, making sure that the signage aligned with their vision for the new campus and keeping us up to speed on the construction details and timeline. Overall, it was a great project from start to finish.”
Q: What was the timetable and what did it take to complete a project?
A: “The project kicked off in late 2022, while the high school was still under construction. Installation took place in late 2023 and the signs were ready in time for the start of the school year and the school’s grand opening celebrations. The timing worked well, allowing students and families to experience the new signage as they arrived on campus.”
Q: What were some of the major challenges of this project?
A: “Overall, the process was smooth, but working around ongoing school construction added an extra layer of coordination. We had to ensure that our timeline aligned with the larger campus construction schedule. That meant waiting for certain elements of the site to be completed before moving forward.”
Q: Were there any aspects of the project you found particularly unique?
A: “Absolutely. School projects are always rewarding because they support education and strengthen the local community. This one was especially meaningful since our design lead had a personal connection to Neenah High School. Beyond its functionality, the signage became a defining feature of the new campus. The high school display is a bold, eye-catching structure designed to maximize visibility while adhering to local zoning requirements. Its striking design was so well-executed that it earned a 2024 Watchfire LED Sign Award for design excellence.”
Neenah Joint School District’s Network Operations Manager Andy Dubey added, “Working with Creative Sign Company and Watchfire has been fantastic. From the initial design phase to the final installation, everything was incredibly smooth. Whenever we needed help, they were right there.”
Using Watchfire’s software, the district manages content for the displays. Updates like school closures, virtual learning days, upcoming events, and student achievements can all be made in real time, ensuring that key information reaches the school community quickly when it’s needed most.
Since installation, the digital displays have transformed how Neenah schools communicate, enabling quick, visible updates for students and parents alike. From celebrating student achievements to notifying families of schedule changes, the signs ensure that anyone passing by is always informed, strengthening connections across the Neenah school community.
