Start with the audience
Identify who visits, what they need to understand and what they should do next. This gives the design a more useful brief than simply asking for a recognisable logo wall.
Connect the touchpoints
Storefront, greeting, display, consultation and transaction should tell a consistent story. Map each touchpoint and assign the graphic, material, lighting and operational elements that support it.
Test at real scale
A sign that works on a presentation may fail at the actual viewing distance. Test signage, display heights and material contrast through samples or prototypes before committing to production.