Half of the employees at Rochester, N.Y., signage firm id Signsystems are designers, and the company is on a mission to add visual appeal to signage whenever possible, as evidenced by a recent job creating brass, neon and stainless steel signage inside H&M's Times Square flagship. "A lot of times people might respond more to a color or image than they would to their room sign in a hospital; it's cutting edge treatment that we're working on," CEO Katrina Beatty says.

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