FEATURE SHOP MANAGEMENT NAME BY ASHLEY AUTHORBRAY
DRIVING DESIGN
O
ne of the silver linings to come out of the COVID-19 pandemic is the ingenuity and creativity shown by sign shops across the industry. Over the last year, the industry has demonstrated resiliency and the ability to pivot in the face of never-before-seen challenges and change. Chicago-based Cushing & Co., is just one example of such a sign company. In fact, you may remember our interview with them from Episode 2 of our Shop Talk Podcast (http://bit.ly/3rHn3kY) where they talked about keeping employees on, applying for the PPP loan, and pivoting to COVID-19 products. The company didn’t stop there, however, and took advantage of the changing landscape to launch its long-planned inhouse creative division, Sepia Studio. 32
Sign Builder Illustrated
April 2021
A New Division Sepia Studio was established to address customer requests for a full-service graphic design and print experience, but it also filled a void not only in Cushing itself but the industry as a whole. “There really isn’t a go-between option for corporate America between in-house graphics or going to a big-time agency and maybe paying more than you want or being forced to make more commitments than you want,” says Joseph X. Cushing, executive vice president at Cushing. In addition to filling this niche, Cushing is hoping that the new division gets them a spot at the table much earlier. “To get put in front of the decision makers early is a crucial step in any business cycle,” says Cushing. “I think our best client is direct to corporate America rather than through
some sort of go-between contractor or another designer.” Managing Designer Amanda Eich and Design Director Julia Kaufman head up the all-new Sepia Studio. Eich brings over twenty years of design experience working with consumers and small businesses. Her work has appeared on the shelves of major retailers, including Target. “We love sharing a client’s story using the tools in our toolbox, which is a knowledge of good design, material applications, practical printing experience, and a track record of using marketing budgets efficiently,” said Eich, in a press release. Kaufman has worked over seven years as a freelance graphic designer and print professional and has been working at Cushing as Graphics Supervisor for several years. “Knowledge of the print industry can signshop.com
All Photos: Conor Harmon, Graphics Project Manager, Cushing.
Cushing launches a new in-house design division.
