ASI, St. Louis

About

Driving through Forest Park, you will find us…

On the Mizzou, Missouri S&T, or UMSL campuses, you will find us…

Visiting a Mercy hospital or clinic, you will find us…

Driving past the Express Scripts headquarters along I-70, you will find us…

Attending church at Central Presbyterian, Grace Church, or St. John, you will find us…

Since the opening of our St. Louis office in 1978, we have proudly served clients in the St. Louis Metro area and throughout Missouri and Southern Illinois. Whether you are a small local company or religious organization, a large healthcare system, or a Fortune 500 national corporation, you can count on receiving the products and services that match your specific needs. We are local, yet national…serving the St. Louis Zoo and Forest Park Forever, as well as managing national branding and signage programs for corporations like Emerson and Express Scripts.

We are proud to have a team of experienced sign industry professionals, including our sign consultants, project managers, graphic designers, and in-house manufacturing and installation crew. Our team is here to serve your wayfinding and branding signage needs, from planning & design, to manufacturing & installation, to ongoing program management. So if your plans include interior signage, exterior signage, or dynamic digital signage, our team wants to be your first and last stop. We look forward to serving you.

ASI, St. Louis is an active supporter of Mission: St. Louis, a community development organization focused on changing the solution to poverty in St. Louis. ASI specifically participates in the Job & Leadership Training Program, by offering internships to the program’s students who are at-risk men aged 19 to 35. ASI, Missouri’s president, Mike Gessel, also serves on the JLT Advisory Board. We welcome you to explore the Mission: St. Louis website and find out how you, too, can make a difference.

Meet the Team

Doug Basham

Vice President and General Manager of ASI, St. Louis
314.678.2626 Tel
314.421.3164 Fax

Email | LinkedIn

Doug began working at ASI in 1988, moving through the ranks of production, project management, and estimating before becoming GM in 1996. He is responsible for all aspects of the business and interfaces daily with our sales team, project managers and production manager, ensuring timely, consistent delivery of products and services. His interests include fishing, waterfowl hunting, and spoiling 8 grandchildren.

Brian Belko

Sales Consultant
314.678.2631 Tel
314.421.3164 Fax

Brian has been involved in the architectural signage industry since 1992 and began working for ASI in 2011. Brian is responsible for working directly with end users, architects, and designers to develop signage solutions that meet their project’s needs. His interests include family life, art & design, painting, home improvements, motorcycling, entertainment and outdoor activities.

Steve Calhoun

Sales Consultant
314.678.2648 Tel
314.421.3164 Fax

Email | LinkedIn

Steve started with ASI in 1995 as a graphic designer, moving to sales consulting role in 2000. Steve is responsible for new business development, relying on his years of experience to create cost effective sign solutions for a wide array of end users in the healthcare, education and corporate markets. His interests include traveling, outdoor activities, cooking, and Oakland Raider football.

Michael Douglas

Director of Production Services
314.678.2627 Tel
314.421.3164 Fax

Email | LinkedIn

Mike has been in the signage industry for more than 20 years; playing every role imaginable. He was previously responsible for our project management and creative departments. Mike currently oversees our St, Louis regional production facility. Mike’s favorite things are time with his wife and kids, craft beer, cool vintage things and starting projects that he’ll never finish.

Susan Huelsing

Project Manager
314.678.2636 Tel
314.421.3164 Fax

Susan began her career with ASI in January 2000. She is responsible to keep projects – large and small – running smoothly and on time. Susan’s expertise is her knowledge of permitting and ability to coordinate projects in other states, successfully utilizing both outside vendors and installers to meet our client’s expectations. Outside interests are family, traveling, gardening, cooking and baking.

Debbie Klein

Project Manager
314.678.2634 Tel
314.421.3164 Fax

Debbie has been with ASI since 2000. As a project manager, she takes care of writing up the order, coordinating with the customer, contractor or city hall for permits, setting up installations and much more. Most importantly making sure the customers expectations and dates are met. Her interests include, gardening, fishing, decorating, spending time with family and traveling when possible.

Louis Kreutzberg

Project Manager
314.678.2647 Tel
314.421.3164 Fax

Louis has been in the sign industry for 14 years. He has been a project manager with ASI for the last three and a half years. He handles large new construction jobs working along side of some of the major contractors and architects in Midwest. Louis’ hobbies include: agriculture, custom fabrication, and he is an active Shriner and Mason.

Michael Gessel

President of ASI, St. Louis
314.678.2625 Tel
314.421.3164 Fax

Email | LinkedIn

Mike has served as president since 2003. With daily leadership having transitioned over to Doug Basham, Mike still supports the sales team with business development activities. Mike, along with wife Jan, are transitioning to a retirement of travel, grandkids, golf, beer-making, and cheering on the Mizzou Tigers.

Featured Projects

Forest Park Wayfinding

More Than a Stroll in the Park
Covering more area than New York City’s Central Park, Forest Park, home to golf courses, museums, and the famous St. Louis Zoo, received a wayfinding makeover.

Mercy Health Systems

Managing a Healthcare System Signage Program
When Mercy Health, the seventh-largest Catholic healthcare system in the country, decided to implement a standardized interior signage program, ASI was their choice as a partner.

University of Missouri-Columbia

Custom Exterior Identity Solution for the Mizzou Campus
A campus-wide university branding and wayfinding solution which called for long lasting construction, custom cast logos, and a unique custom paint finish.

Read more

GraceKids Children’s Ministry

Creating an Engaging Children’s Ministry Environment
ASI, with architect LePeique & Orne, implemented this creative concept resulting in a fun and inviting environment that communicated the energy of the GraceKids ministry.

Global Reach...Local Resources

To smaller local companies, we are the professional local partner they can count on for successfully delivering their signage projects. But we are also the experienced company that St. Louis’ largest corporations rely on for national and global implementation of their system-wide branding and wayfinding signage programs. Our staff of signage consultants, graphic designers, project managers, manufacturing staff, and installers for clients implementing standardized multi-location signage programs that are part of a re-branding, acquisition, or simply an identity refresh.

Design-Build

Have a signage need, but don’t know where to start? ASI, St. Louis works with your team to plan, design, and implement an architectural sign program that complements your facility and your brand. Our consultants are experts at bringing designs to life – no matter how complex – through digital signage, exterior signage and interior signage. We will lead you through a tried and true process that results in a solution which meets your needs in terms of function, design, and value. As a design-build provider, you can count on the fact that ASI, St. Louis, and ASI, St. Louis alone, will be the one responsible for your project. No need for you to go back and forth between different companies providing different aspects of the process.

Digital Signage

ASI, St. Louis’s digital solutions are designed to meet the unique needs of each client. Our team of knowledgeable and experienced digital signage professionals meet with clients and listen to their needs, examine the client’s facility to identify opportunities or challenges to a digital installation, and then propose a custom tailored turn-key digital solution.

ASI, St. Louis’s digital offering is differentiated by our consultative approach, delivery and support of digital signage from installation through the life of the system. Every turn-key solution includes:

Hardware and software
Standard or custom designed and built enclosures to match the décor of your facility
Content management solutions
Screen content design services
On-site installation

Courses

Continuing Education Courses

ASI’s commitment to providing innovative solutions for architectural environments includes training professionals in the community. As a continuing education provider recognized by the AIA, we offer several AIA registered classes that count towards Health, Safety and Welfare credit hours.

Whether you are seeking AIA credits, want to stay current with industry trends and information or promote continuing education within your company, we can help.

Click here to schedule a lunch & learn.

AIA Credits

Course Provider: ASI
AIA Provider Number: J241
Learning Unit: 1 Hour HSW

Available Courses

ADA & Accessibility Guidelines

General legal framework for the ADA and ADAAG and their relationship to local and state codes and regulations
Major ADAAG regulations currently governing interior signage
Impact of the “new” ADAAG on signage design

Introduction to Digital Signage

Understand utilization by market segment
Overview of hardware, software and content components that create a turn-key solution
Common uses to address wayfinding, identification, regulatory and other critical information needs
Impacts of accessibility guidelines including the ADA, mounting and other considerations

Wayfinding: The Psychology of Movement

Introduction to wayfinding concepts and terminologies
Conducting a wayfinding assessment of a building or location
Applying traffic flow theories to a location
Determining the necessary placement of signage to support a location

Color Theory and Architectural Signage

Basic principles of color, including the makeup of the color wheel and commonly used color harmonies
Palette of colors used in design, including architectural materials
Principles of contrast and legibility as defined by the ADAAG, including recommended contrast levels using Light Reflective Value (LRV) calculations
Common color harmonies that impact the design of signage and architectural design in general

Program developed by Roger Whitehouse, RIBA, FSEGD

Green: The Strategies for Signage

Introduction to green concepts and terminologies
Green strategies for signage including: material selection, modularity, durability and end-of-life management
How signage affects LEED^® certification

Green: Introduction to Solar Signage

Benefits of solar powered signage
Primary components of a solar sign
Design & related considerations
Impact of sustainability on brand promotion

Architectural Typography: The Hidden Art of Letters

Basics of typography as used in architecture: terminology, measurement, cases and typestyles
Principles of legibility, character spacing, contrast and color
ADA Accessibility Guidelines (ADAAG) as applied to typography

Program developed by Roger Whitehouse, RIBA, FSEGD

Clients

Ameren
Anheuser-Busch Companies
Bethesda
Carrollton Bank
CBC College Prep School
City of Richmond Heights
City of St. Louis Justice Center
Daniel Boone Regional Library
DeSmet Jesuit High School
Enterprise Bank & Trust
Forest Park
Emerson
Express Scripts
Gateway Regional Medical Center
Grace Church
Humane Society of Missouri
Lindbergh School District
Mastercard International

Mel Carnahan Courthouse
Mercy Health System
Millipore Sigma
Mills Properties
Missouri University of Science & Technology
Nestle Purina
Pfizer
Rockwood Schools
Shriners Hospitals for Children
Southeast Missouri Hospital
St. Elizabeth’s Hospital
St. Louis College of Pharmacy
St. Louis Community Colleges
St. Louis County Public Library System
St. Louis University Hospital
St. Louis Zoo
University of Missouri-Columbia
University of Missouri-St. Louis
Washington University

Doug Basham

Brian Belko

Steve Calhoun

Michael Douglas

Susan Huelsing

Debbie Klein

Louis Kreutzberg

Michael Gessel

Forest Park Wayfinding

Mercy Health Systems

University of Missouri-Columbia

GraceKids Children’s Ministry

Global Reach...Local Resources

Design-Build

Digital Signage

Continuing Education Courses

AIA Credits

Available Courses

ADA & Accessibility Guidelines

Introduction to Digital Signage

Wayfinding: The Psychology of Movement

Color Theory and Architectural Signage

Green: The Strategies for Signage

Green: Introduction to Solar Signage

Architectural Typography: The Hidden Art of Letters

ASI, St. Louis

Recent Projects