Sign Builder January 2022 by Sign Builder Illustrated

THE HOW-TO MAGAZINE

JA N UA RY 2022 | S I G N S H O P.CO M

APPETITE FOR CONSTRUCTION! THE LATEST INSTALLS

SIGN BUILDER

ILLUSTRATED

YOUNG SIGN MAKERS ’22: PROFILES AND PROJECTS

GHOSTBUSTERS SIGN:

WHO DID THEY CALL?

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CONTENTS JANUARY 2022

VOL. 36

NO. 318

HOW-TO COLUMNS

GENERATING BETTER EXPOSURE

By Jeff Wooten A construction company builds up recognition with its digital sign.

THE PLANNING COMMUNITY

By David Hickey Meeting with planners again in person.

DEPARTMENTS

Cover Photo: Young Signs.

8 32

EDITOR’S COLUMN

Editor Jeff Wooten previews our annual “SBI Young Sign Makers” special with thoughts on how a younger work force is positively affecting sign companies.

IN THE INDUSTRY

SBI and the Northeast States Sign Association form a partnership; a multi-sensory digital experience is installed at the Dallas World Aquarium; and eye-catching window graphics celebrate the Akron School of Law’s centennial.

SIGN SHOW

The newest products and services from sign manufacturers.

SBI OPERATIONS

Jim Hingst puts the emphasis on executing your business plan once you have developed it.

24 FEATURES

16 24

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SBI’S YOUNG SIGN MAKERS 2022

By Ashley Bray & Jeff Wooten Our fifth-annual spotlight profiling sign professionals thirty-five years old or younger.

RESURRECTING THE GHOSTBUSTERS SIGN

By Ashley Bray Who you gonna call for an iconic sign project?

FOREVER YOUNG

By Jeff Wooten A ninety-year-old sign company covers today’s digital print and wrap trends.

January 2022

Sign Builder Illustrated

January 2022, Vol. 36, No. 318 Sign Builder Illustrated (ISSN 0895-0555) print, (ISSN 2161-0709) digital is published by Simmons-Boardman Publishing Corporation

Subscriptions: 402-346-4740

EXECUTIVE OFFICES

President and Chairman Arthur J. McGinnis, Jr. Group Publisher Gary Lynch 88 Pine Street, 23rd Floor, New York, NY 10005 Office: 212-620-7247; Cell 646-637-5206

EDITORIAL

Editor Jeff Wooten 323 Clifton Street, Suite #7, Greenville, NC 27858 212-620-7244 jwooten@sbpub.com Managing Editor Ashley Bray 212-620-7220 abray@sbpub.com Contributing Writers David Hickey, Jim Hingst

ART

Art Director Nicole D’Antona Graphic Designer Hillary Coleman

PRODUCTION

Corporate Production Director Mary Conyers

CIRCULATION

Circulation Director Maureen Cooney signbuilder@omeda.com

ADVERTISING SALES Sales Manager David Harkey 212-620-7223 dharkey@sbpub.com

Sign Builder Illustrated is published monthly. All rights reserved. Nothing herein may be reproduced in whole or in part without written permission of the publisher. To purchase PDF files of cover and layouts or hard copy reprints, please call Gary Lynch at 212-620-7247 or e-mail glynch@sbpub.com.

Sign Builder Illustrated

January 2022

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EDITOR’S COLUMN

AGENDA

BY JEFF WOOTEN

Note: All events listed are subject to change. Please check each show’s Web site for any cancellations or reschedulings that may have taken place after press time.

FEBRUARY 2022 FEBRUARY 14-15:

The Inkjet Innovation Academy, featuring in-person learning and networking, will be taking place at The Florida Hotel & Conference Center in Orlando, Florida. (imiconf.com)

MARCH 2022

Young at Work

MARCH 21-23:

Introducing the 2022 SBI Young Sign Makers.

Sign Builder Illustrated

January 2022

Among this year’s interview subjects are a couple of innovative shop owners, a software entrepreneur dedicated to helping end-users improve content on their digital displays, a production team member who has advanced throughout his company wearing many different hats, a field service engineer who left his home country of Colombia to reconnect with his mother yet ended up also finding a solid sign-making career, a marketer who has learned to adapt and redirect in times of trial, a production lead with a great knack for utilizing social media to the best advantage of her shop, and a search consultant who analytically helps sign companies fill critical roles. One of the goals we always try to highlight with our Young Sign Makers spotlights each year is to give you new ideas or perspectives from our interviewees that you can adopt at your shop. Although experience is always going to be a key quality to look for in the hiring process, I do think it would be a mistake for shop owners to overlook potential as well, especially since embracing the latter can bring fresh outlooks to your organization. Our hope is that you can also glean inspiration from each of this year’s Young Sign Makers honorees.

JEFF WOOTEN Editor, jwooten@sbpub.com

MAY 2022 MAY 4-6:

The ISA International Sign Expo 2022 is scheduled to take place in Atlanta, Georgia. (signexpo.org)

JUNE 2022 JUNE 20-22:

Photo: Ashley Baumeister/FASTSIGNS of Clearwater.

his month, we’re excited to publish our fifth-annual spotlight of select sign professionals age thirty-five years or younger who are enjoying success in the industry either through design, fabrication, installation, innovation, or management. (“SBI Young Sign Makers 2022, page 16). We had a record number of shops contact us this time with recommendations, and I have to admit it was extremely difficult to narrow the choices to fit the space allotted. This isn’t necessarily a bad problem to have, of course, because it just demonstrates that the recruitment of new talent and new perspectives into the industry over the past near-decade is proving successful. Shop owners are getting more proactive about where they are searching for new hires, and younger people are learning more about career opportunities available in this industry (even beyond production or installation). One recurring theme you might notice with several of this year’s profiles is how they came into the industry not knowing much about its jobs beforehand. For this year’s special, we’re presenting the stories of eight bright young sign professionals (in alphabetical order), looking at how and why they got involved in the sign industry, reviewing some of their latest projects and accomplishments, and sharing their thoughts on the state of the industry and how companies can attract younger hires to join their workforce (and advance in it).

Digital Signage Expo, presented by Questex, is bringing Digital Signage and Digital-Out-Of-Home buyers and sellers to the Las Vegas Convention Center in Las Vegas, Nevada and takes place concurrently with the Bar & Restaurant Expo. (questex.com)

LightFair 2022, the world’s largest annual architectural and commercial lighting tradeshow and conference, returns to the Las Vegas Convention Center in Las Vegas, Nevada. (lightfair.com)

JULY 2022 JULY 27-30:

SignConnexion 2022, the MidSouth Sign Association’s annual tradeshow, will be happening in Chattanooga, Tennessee. (midsouthsign.org)

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IN THE INDUSTRY CENTENNIAL GRAPHICS

Sign Builder Illustrated

SBI AND NSSA ANNOUNCE

PARTNERSHIP

January 2022

EW YORK CITY, NEW YORK— Sign Builder Illustrated (SBI) and the Northeast States Sign Association (NSSA), the ISA-affiliated association representing sign professionals in the Northeast, have formed a partnership to launch a new event in 2022. SBI/NSSA Northeast Conference & Expo will take place in Providence, Rhode Island on September 19-21, 2022. In addition to a large exhibit hall similar to what has been featured at past NSSA events, there will be hands-on product demonstrations, extensive networking, and a full conference program built around successful shop management created by the SBI editorial team. A rapidly changing industry landscape, an unstable economic outlook, and the influx of non-sign companies offering signage services pose formidable challenges to sign professionals. They also create opportunities to sharpen business skills, expand product offerings, and reinforce the sign shop’s important role within the region and local communities. The conference program will focus on how sign shops can increase sales and profits through strong business

management and operational efficiency. Topics will cover design, production, installation, and health/well-being. The tradeshow floor will showcase the products and services sign shops need to serve clients. “Sign Builder Illustrated has been providing quality ‘how-to’ information for sign professionals for over thirty-five years,” says Gary Lynch, publisher of SBI, noting a portfolio that includes a monthly print and digital magazine, a website, podcasts, and virtual events. “This event is a natural extension of our editorial purpose and aligns well with the NSSA’s mission to promote professionalism in the sign industry through education and training.” “We’re thrilled to be partnering with SBI on this annual event,” says Jean Gavigan, executive director of NSSA. “For years, the NSSA has been an advocate for sign shops in the Northeast, and we’re confident this partnership with SBI will deliver enormous value to member sign shops regardless of their size, length of service, or depth of experience.” For more information about this event, visit www.signshop.com/NSSA. signshop.com

Photo: (Left) Univ. of Akron School of Law.

KRON, OHIO—When it came time to celebrate the centennial anniversary of the renowned University of Akron School of Law, the University wanted to get the word out. It decided on using eye-catching window graphics on both sides of the well-traveled corner where the l a w s c h o o l sta n d s . T h e t wo installations combined cover 782 square feet. The graphics were designed i n - h o u se by t h e U n i ve rs i t y ’s Communications and Marketing Department. The department’s vendor, large-format printer JW Color, recommended Briteline 80/20 Window Perf film for the side of the building where the film needed to be see-through from the inside. For the other side, where the graphics would be installed on the first and second level rotunda windows and the inside view wasn’t a concern, GlassApeel was selected because of its excellent optical quality. “The windows are attentiongetting and really take advantage of our corner location that hundreds of vehicles pass by each d a y, ” s a i d A k ro n L a w D e a n Christopher J. (C.J.) Peters.

SCOTUS HEARS KEY SIGN CASE

IMMERSIVE EXPERIENCE

AT AQUARIUM

Photo: (Right) Shutterstock.com/Felix Lipov.

ALLAS, TEXAS—The Dallas World Aquarium (DWA), comprising two city blocks in the heart of downtown Dallas, is an interactive jungle and aquarium that welcomes thousands of families, students, and researchers to its facility each year. The DWA recently completed construction on its newest exhibit, the Cloud Forest Trek. The third-floor rainforest attraction is a multi-sensory experience featuring a guest-favorite three-toed sloth from Costa Rica and the Southern Pudu, the world’s smallest species of deer. The exhibit also highlights numerous threatened frog species from the Andean cloud forests in Colombia, Ecuador, and Peru. The zoo collaborated with SNA Displays to create a wall-to-wall, floor-toceiling LED video screen for Cloud Forest Trek that simulates a real-time rainforest experience, transitioning from day to night. SNA Displays manufactured the large format videowall, which features curated, high-resolution footage of the South America rainforest where the DWA has on-going conservation efforts. “I wanted our guests to get lost in the rainforest,” said DWA Founder Daryl

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Richardson. “The videowall brings to life the exotic beauty of the rainforest and, paired with the natural elements in the Cloud Forest Trek, creates a truly panoramic experience.” The cutting-edge technology, which stands nearly twenty-five feet high and fifty-two feet wide, comes from SNA Displays’ BOLD™ Interior series of LED display products. Featuring a pixel pitch of 4.0 millimeters, the video display has a resolution of 1,890-by-3,960 pixels and is comprised of just under 7.5 million total pixels. “I can honestly say this is the first time I’ve been involved in integrating our display technology within jungle foliage,” said Nicole Rotyliano, project manager for SNA Displays. “This LED technology blends seamlessly with the rainforest environment and really provides visitors with an immersive visual experience. With the ability to show realistic scenic backdrops for the animal habitats, the depth of field provided to visitors is absolutely stunning.” Audio-visual integration and installation assistance for this project was provided by Ford AV, a leading commercial integrator of AV technologies.

LEXANDRIA, VIRGINIA—The International Sign Association reports that the Supreme Court of the United States (SCOTUS) recently heard oral arguments involved in City of Austin v. Reagan National Advertising of Texas, a case that could dramatically change the on-premise sign industry. Austin v. Reagan involves the traditional regulatory distinction between on-premise and offpremise signs (billboards). The city’s sign code treated on-premise digital signs differently than off-premise digital signs (billboards). Earlier the 5th Circuit had found that Austin’s sign ordinance was a violation of the SCOTUS 2015 Reed v. Town of Gilbert decision. The court found the distinction to be content-based and therefore unconstitutional.. ISA’s amicus brief supporting the overturn of the 5th Circuit Court of A p p e a l s’ d e c i si o n wa s c i te d favorably by the plaintiff’s side, and SCOTUS noted several times that eliminating the on/off distinction wo u l d b e ve r y d i s r u p t i ve to thousands of jurisdictions across the country. The Supreme Court’s decision is expected in the spring or summer of 2022.

January 2022 Sign Builder Illustrated

SIGN SHOW FABRICS First-ever Fluorescent Inks for DTF Make Quite an Impression

DIGITAL PRINTING EQUIPMENT/SUPPLIES New Features Added to the Roland DG Connect App Roland DG Connect version 1.1 includes new features to increase the visualization of printer productivity, efficiency, and profitability for an expanded range of Roland DG printers. Roland DG Connect was developed early last year to optimize customer satisfaction and success by providing a more powerful operating environment, improved workflow, and increased business insights, while benefiting people with different skills, goals, and requirements. The latest updates to the app include a new printer monitoring function that maximizes printer efficiency and production by allowing users to check the operational status of multiple machines in real time. Also new is a “business dashboard” that enables users to perform simple profit and cost calculations by entering the unit selling price of the output and the prices of ink and media. This system fosters greater profitability by setting appropriate sales prices and increasing cost awareness. With the recent addition of new inkjets, the Roland DG Connect app is now available to an even wider range of customers. rolanddga.com/connect-app

STS Inks has debuted the world’s first-ever fluorescent inks for direct-to-film (DTF) garment printing. The company’s foray into fluorescents will make the forecasted 2022 Pantone ® Colors pop with hot “Innuendo” pink, dynamic “Dahlia” Purple, and daring “Daffodil” yellow. This announcement follows the recent launch of STS Inks’ groundbreaking compact modular DTF printing system developed in partnership with Mutoh. The fluorescence is visible in black light and ultra-violet lighting, both of which are commonly deployed at concert and sports venues, as well as in other brightly lit environments. STS Inks’ 8-channel DTF printing system is the only printer of its kind that allows the installation of both fluorescent yellow and fluorescent magenta, plus two white inks, without necessitating the removal of the yellow and magenta cartridges from the CMYK ink palette. Among the many advantages of DTF over DTG (direct-to-garment) processes in using fluorescent inks are, first, the fabric does not need labor-intensive pre-treatment, and, second, DTF uses much less ink (a mere 70 percent ink compared to DTG's 200 percent white ink). stsinks.com

ROUTERS/ENGRAVERS Introducing the Ultimate CNC Router Bit Collection for Signmaking Techno CNC has developed state-of-the-art tooling kits for specific routing market applications like wood, plastic, aluminum, and foam cutting. Now the company’s newest tooling line makes tooling selection for production shops easy, affordable, and efficient. Techno’s nineteen-piece Signmaking tooling kit was developed by Techno’s application engineers who have a vast background in sign making and includes tip cutters, V-grooves, Spiral O’Flute plastic and aluminum cutting up-cuts, and engraving bits. The selection, size, and tooling geometry for each router bit in this collection is specific to the materials that sign makers cut. The tools included can rout wood, plastic, foam, and non-ferrous metals. The kit also includes a 1-1/2-inch-diameter spoil-board cutter for resurfacing the machine sacrificial deck. technoshop.com

Sign Builder Illustrated

January 2022

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HOW TO SALES

BY JEFF WOOTEN

Fletcher Construction’s new digital sign.

Generating Better Exposure

he home office-and-showroom of Fletcher Construction in Stafford, Virginia is located along a curved section of a busy commuter route on the way to Washington, D.C. However the small monument sign they had been using next to their building for quite some time was set back from the road and not exactly grabbing the attention of passing drivers. Not only was this a problem for the award-winning exterior home improvement contractor but also for the various dental and medical practices they lease space to in their multi-tenant commercial building; there was a need to promote those business as well. Matt Fletcher, owner of Fletcher Construction, contacted full-service custom sign manufacturer Sign Enterprise of Fredericksburg, Virginia to solve his signage problem. Fletcher’s original intent was anoth-

Sign Builder Illustrated

January 2022

er static monument sign featuring his construction company’s logo at the top and his list of tenants at the bottom. However, when Jonathan Dabney, senior vice president of Corporate and Retail Accounts at Sign Enterprise, checked out Fletcher’s location on Google Maps and noticed that their sign was not only far from the road but also difficult to read, he suggested a digital sign instead. “I’ve been in that area for years, so I know the value of getting clients out in front of the public there,” says Dabney. When Dabney discussed not only the visibility that a digital sign delivers but also the ease and flexibility of changing messages on it, Fletcher was sold. Fletcher decided to have Sign Enterprise install a new double-sided, 13-foot-4-inch-by-8-foot 10mm Watchfire sign that’s vertically mounted. (Note: Sign Enterprises has worked with Watchfire for many years, and Dabney

himself has even specified hundreds of digital signs in the region.) This unique orientation is something that definitely grabs the attention of passing traffic. In fact, this solution came to mind when Dabney and the local Watchfire representative visited Fletcher’s property. They figured that a vertical orientation would give Fletcher a better aspect ratio and provide a better picture orientation than could be shown on a rectangular sign. “We find people pay more attention to a sign that is vertical,” says Dabney. “It really does catch your attention when you drive by it.” Dabney says that one of the reasons a 10mm resolution was chosen for this project is because most people today are already familiar with high-definition television sets and are wary of any pixelation on displays. “Most of what we sell are 10mm and tighter resolution signshop.com

All Photos: Sign Enterprise.

A construction company builds recognition with its digital sign.

September 19-21, 2022

Providence, RI

A successful sign shop is a successful business A rapidly changing industry landscape, an unstable economic outlook, and the influx of non-sign companies offering signage services pose formidable challenges to sign professionals. They also create opportunities to sharpen business skills, expand product offerings, and reinforce the sign shop’s important role within the region and in local communities. The SBI NSSA Northeast Conference & Expo will offer actionable “how-to” lessons to sign shops of all sizes and levels of experience. The conference program will focus on how sign shops can increase sales and profits through strong business management and operational efficiency. There will also be a large exhibit hall with hands-on product demonstrations as well as extensive networking. Save September 19-21 on your calendar now!

LEARN MORE: WWW.SIGNSHOP.COM/NSSA

General Inquiries Michelle M. Zolkos T: 212.620.7208 E: conferences@sbpub.com

HOW TO SALES

BY JEFF WOOTEN

The content on the new digital sign can be segmented to display different tenants.

WE FIND THAT PEOPLE PAY MORE ATTENTION TO A SIGN THAT IS VERTICAL. IT REALLY DOES CATCH YOUR ATTENTION WHEN YOU DRIVE BY IT. at this point,” he says. “For customers who want to show detailed content for traffic that is close to their location, higher resolutions work great.” The production process for Sign Enterprise went as normal—permitting, ordering the display from Watchfire, and fabricating its housing structure out of steel. However, due to the size of the 12

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January 2022

sign, installation didn’t prove as typical. “We had a dedicated truck that brought the huge display directly to the site, and we off-loaded it on that wonderful curved road,” says Dabney, noting they also had to dodge power lines overhead. “We even had to block off a lane of traffic while it was being off-loaded.” Since his business is a construction

firm, Fletcher built the masonry surround and then planted trees at the base of the sign. Fletcher controls the content on the digital display with Watchfire’s OPx software. “This one can actually be segmented,” says Dabney. “They can provide a panel about themselves as well as panels featuring information about his tenants in the building. “For instance, he can be running ‘Fletcher Decks’ at the very top of it, and the bottom section of the sign could be designated to the dental firm that is on the property.” The new Watchfire digital sign is estimated to deliver 5.7 million exposures per year to passing traffic, and Fletcher is very, very happy with these results. The high-resolution sign allows Fletcher Construction to promote specials and highlight the company’s various services using beautiful photography. He also runs messages for his tenants and posts messages of support for our troops. And there’s no doubt that the new digital sign is driving business. “Since we put up the new sign, I’ve had people stop into the showroom and tell me they didn’t even know we were here,” says Fletcher. “I even had someone stop in because she was planning to build a screen porch addition, and she saw on our sign that we do screen porches. Fletcher has even found that, after putting up the digital display, a number of people with whom he has done business did not realize the variety of services he offers until he started promoting “decks, roofing, windows, etc., on the sign Dabney and his sign company have also benefitted greatly from being able to offer digital displays to their clients. “We do our best to provide our customers with a sign that’s going to help their businesses,” he says. “They can see that these displays will [do so] tremendously and, many times, will go forward with us because of that.” signshop.com

HOW TO

Photo: (Top) Shutterstock.com/Tim Roberts Photography; (Bottom Right) Cavan-Images.

MANAGEMENT PLANNING | BY | BY DAVID ERICHICKEY LAZAR

The Planning Community Meeting with planners again in person.

n the last two years, we’ve learned a lot about virtual meetings. We’ve learned about Zoom and proper lighting and virtual backgrounds. And while we’ve certainly made the most of it—and even found some things that work better in a virtual setting—it is exciting to return to in-person events. In the second half of 2021, ISA’s advocacy team has been able to meet with planners during state and regional events. These connections continue to be important to our industry. Planners decide which projects get approved. They write codes that can determine the sign and graphics industry’s success in the entire community. As an industry, we sometimes find ourselves in an adversarial position with planners. But ISA has found more success in working alongside them, helping them

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understand how signs and graphics contribute to thriving communities and helping them craft reasonable sign codes. This was made all the more important since the 2015 U.S. Supreme Court ruling in Reed v. Town of Gilbert. This ruling, which said sign codes that distinguish based on the type of sign violate the First Amendment, sent most communities scrambling to revise their codes. The International Sign Association, with information powered by the Sign Research Foundation, developed education and research to help them become compliant with the court ruling. One key way that we connect with these planners is through state and regional meetings of the American Planning Association. Over the years, we’ve trained thousands of planners at these events. It all

came to a halt in 2020, of course. Yes we presented sessions via Zoom, but we lost the ability to make those oneon-one connections with the audience, to hand over a business card when someone asks about help with their sign codes. A few months ago, these local APA chapter events began to open up again, and ISA was there.

January 2022

Sign Builder Illustrated

MISPLACED YOUR FAVORITE ISSUE?

These meetings have been an effective way to get the message out to planners on how they should regulate signs so that communities benefit. It’s a winwin; as planners develop codes that are more business-friendly, our industry benefits in return. The first in-person event was in late August at the Arizona/Western States APA conference, which drew planners from six states. James Carpentier, ISA’s director of State and Local Government Affairs, moderated a two-part panel presentation with three other speakers about Reed and what communities need to do to have legally defensible sign codes. In October, we gave a mini-Planning for Sign Code Success™ workshop at the Tennessee/Georgia joint APA conference in Chattanooga, where there were more than 300 planners in total attendance. Carpentier and two other speakers, including ISA member Deacon Wardlow, covered issues involving historic signs, EMCs, and the Reed case. And in early November, we showed up at the Texas Cross Collaborative APA Conference in Fort Worth, which included planners from Texas and chapters from Missouri, Oklahoma, Arkansas, and New Mexico. This event was the largest APA event of the year so far, and nearly one hundred attended the ISA presentation. At these three events, ISA was able to connect with and train hundreds of planners. Presenting at these conferences re-establishes ISA and the Sign Research Foundation as the resource for the planning community when it comes to sign regulations. This opportunity to communicate with the wider planner population sends a strong signal that our industry is willing to help them develop reasonable and beneficial sign codes. With another Supreme Court case on the 2021-2022 docket—and with a ruling expected by June (see page 7)—we will again be able to work with planners to respond to any changes that come. It has proven to be a positive effort— one that is benefiting our industry across the country. And I’m so glad that we can do so again in person.

We can help. Back issues are available.

CALL FOR AVAILABILITY: 1-402-346-474 fb.com/SBIMag

@SBIMag

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David Hickey is vice-president of Government Affairs with the International Sign Association. Questions or comments? He can be reached at David.Hickey@signs.org.

January 2022

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CMY

WANT MORE FOR YOUR MONEY? WHO DOESN’T? As a local sign or graphics company, when you join an ISA affiliated association, your International Sign Association membership is automatically included. That’s two great memberships for the price of one. •

Stay on top of current trends and find innovative solutions to keep your customers coming back.

•

Build a strong professional network to learn best practices from your peers.

•

Protect your livelihood by utilizing ISA’s rapid-response government relations team to fight oppressive local, state and federal sign codes.

•

Learn from others in the industry to grow your business.

PUT US TO WORK FOR YOU. ISA Affiliated Associations: Arizona Sign Association California Sign Association Colorado Sign Association Illinois Sign Association Mid South Sign Association Midwest Sign Association Minnesota Sign Association Nevada Sign Association Northeast States Sign Association

Northwest Sign Council Northeast States Sign Association Sign Association of Canada Southern States Sign Association Texas Sign Association Tri State Sign Association Utah Sign Association Virginia Sign Association Wisconsin Sign Association ISA-UK, Powered by BSGA

For additional information, visit www.Signs.org/Regions, or contact ISA Membership at (703) 836-4012 or membership@signs.org.

YOUNG SIGN MAKERS BY ASHLEY BRAY & JEFF WOOTEN

SPENCER COLEMAN, 28

ASHLEY BAUMEISTER, 31

THOMAS LASHIER, 31

ELISHA GORDON, 34

SBI’s Young Sign Makers 2022

LAUREN CONAWAY, 29

LEON ENGLISH, 32

JASON CLARK, 27

BRADY HAAG, 31

Our fifth-annual spotlight profiles select professionals thirty-five years old or younger who are enjoying their careers in the sign industry—whether through management, design, production, or installation. These are their stories, their projects, and their challenges, as well as their thoughts about the industry in general. 16

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Photo: FASTSIGNS of Clearwater.

ASHLEY BAUMEISTER, 31 PRODUCTION LEAD FASTSIGNS of Clearwater Ashley Baumeister has spent eight years in the sign industry—six with FASTSIGNS of Buffalo, New York and the last two with FASTSIGNS of Clearwater, New York. Like so many other young people, Baumeister entered the industry through a series of chance encounters. A customer from the coffee shop she was working at admired her work ethic and offered her a job at his printing company. From there, she learned about FASTSIGNS. “I remember working with FASTSIGNS as a vendor at the printing company and was always curious about what they did exactly,” she says. “[I was] amazed every time a new product came in, wondering how they made it. I received a letter that FASTSIGNS was hiring and applied.” Since then, Baumeister has been “addicted” to the work. “I have a dedication to the industry like no other. I’m always learning and absorbing as much knowledge as possible to further expand the company’s capabilities,” she says. “I care for the FASTSIGNS brand as an owner would because FASTSIGNS has always been my second family. I strive to always challenge myself as well as the growth of the company.” Baumeister has even earned a variety of certifications: OSHA 10, fall training, and Mobile Elevating Work Platforms (MEWP). Still she believes there’s room for improvement on the training side, especially in production and installation. “If you’re a visual person like myself, if you can’t have that dedicated handson training, then you have to learn from trial-and-error through experience,” she explains, noting that technology and online connections have definitely helped. “I belong to several sign groups across multiple platforms. This not only allows for networking, but the knowledge also is extremely valuable. “I have learned a vast amount, and I get to share my experience with others.” signshop.com

In fact, Baumeister handles the social media accounts for FASTSIGNS of Clearwater, and she currently focuses on Facebook and TikTok. She’s amassed thousands of followers on TikTok, where she shares posts about production and installation, as well as humorous videos about working in the industry. However it’s not all fun and games. Baumeister has found multiple benefits through growing the shop’s social media presence. For one, it’s helped to hone her marketing skills. “Taking the time to learn about algorithms, analytics, and market strategies can easily make your social media presence known, plus I personally enjoy doing it,” she says. “FASTSIGNS is promoted as a brand and our location

specifically, and having online presence is key to further growth.” Baumeister also finds that showcasing the sign industry on platforms like TikTok helps to introduce the industry to younger people. “TikTok honestly makes our job look pretty awesome, which drives the curiosity of how we fabricate projects,” she says. “Understanding what interests your audience is key.” She encourages other sign shops to make use of technology and social media—especially in the hiring process. “The days of paper applications are past,” says Baumeister, “so knowing which sites are best to hire or which sites are best to promote your business helps you grow using technology to your advantage.”

Baumeister’s installation experience has come in handy for projects like hanging signs.

January 2022 Sign Builder Illustrated

JASON CLARK, 27 CABINET FABRICATION Kieffer | Starlite When the Covid-19 pandemic broke out two years ago, Jason Clark found himself furloughed and laid off from his job at Kieffer | Starlite, a national sign manufacturer based in Sheboygan, Wisconsin. However this setback only increased his resolve to build a brighter future when he would return to the company and its family-like environment a few months later. In fact, “resolve” is a key word that best describes Clark. Clark’s career at Kieffer | Starlite began in 2017 when he was brought on board through a temp service to work in letter assembly. “While temping, I saw a future with the company through advancements,” he says, noting that he took every opportunity to gain new skills quickly. Eventually Clark was hired full-time and moved to Letter Fabrication 2, where he learned an incredible amount about welding and fabricating. This only reinforced his commitment to continue progressing with a career in the sign industry. “I enjoyed building things with the skills I was learning and seeing the finished product before it was shipped to the customer,” he says, adding that he was able to advance into operating CAM machines and working with trim caps. Over the last four years, Clark has worked in many departments at Kieffer | Starlite, a trait that helped him come back to the company sooner rather than later. Today he is involved in cabinet fabrication, which requires a combination of “mental and technical” skills. “Now my days consist of reading blueprints, welding the frames, 18

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and skinning them, after which they move to paint prep,” he says. Ironically, when Clark started in cabinet fab, one of his biggest challenges was reading and understanding the blueprints. But thanks to the help of his co-workers and superiors explaining how they break them down, this became another valuable skill he has quickly acquired. His skills here were put to good use for a recent, challenging Holiday Inn sign project. “The people who usually do these signs were on vacation, and I was also in the process of training a new

SPENCER COLEMAN, 28 PRESIDENT Wasatch Back Signarama Spencer Coleman has led his familyowned Signarama in Wasatch Back, Utah for the last four years, but he has actually been in the sign shop since his parents started it when he was five. Growing up, he worked on and off in the shop and credits his dad for allow-

Coleman designed and built outdoor-themed bike racks on request from the city of Wasatch Back.

signshop.com

Photos: (Top) Kieffer | Starlite; (Bottom) Wasatch Back Signarama.

Over the past four years, Clark has worked in many different departments at his company, which played a key role in his being designated an essential employee.

hire,” says Clark. “Despite the obstacles I faced while building this cabinet, the feedback from the hotel owner and the corporation couldn’t have been better. My foreman made a point to express how happy he and the customer were with my work, which continues to make this job so fulfilling to me.” Clark believes ever-changing advancement in technology will allow the sign industry to become even more efficient. “This field will always be needed as long as franchises need a way to showcase their brand,” he says. “I drive around town and see the different signs we make and feel pride in my industry.”

Photo: Principal LED.

ing him to learn all areas of the business. “I was lucky enough to have my dad let me run free with every aspect of the business,” says Coleman. “I remember leaving him on an install to go and sell signs to the businesses we were installing around. “One conversation I had with my dad comes to mind where I drew a complex sign that was much more than we had previously made for any customers. This was a turning point for me where I saw the future possibilities we could explore in creating bigger and more custom work for our clients.” This work has led to many accolades for Coleman as he has been named Rookie of the Year in the Signarama Franchise, joined the Franchise Advisory Council for Signarama, and has reached the Million Dollar Circle Milestone for United Franchise Group. Coleman says being younger has allowed him to grow with the industry and witness new developments. “As new techniques or equipment come out, I am able to see it and try it out for myself,” he says. “I enjoy getting to push the limits and build signs and creative elements that no one has ever seen before coming out of a sign company.” When creating signage and branding, Coleman always keeps his clients top of mind as he strives to find unique ways to help them provide the perfect experience for their customers. One recent example he cites involved a company that originally only requested the addition of a logo in their reception area. However Coleman pointed out other ways to extend the brand, and the company ended up adding three windows frosted with elements from their brand story, which led to a new experience for visitors. Coleman also notes another recent experiential project where his shop designed and fabricated custom bike racks that double as a bench and wayfinding signs (pictured, opposite page). The project incorporated steel and wood to not only showcase the raw materials but also fit an outdoor theme. They also created custom wayfinding plaques that direct people on an outdoor adventure across the town. signshop.com

Conaway’s company has seen their modern LED solutions used in a variety of public applications.

All of the custom work that’s involved in signage is something that Coleman seeks to share with the next generation of sign makers. “I recently started working with a group of high school students in designing creative solutions for the classrooms,” he says. “Many of the kids don’t fully understand what the industry has to offer. When they think of a sign, they think of the McDonald’s® arches. We can do much more than that!” Coleman’s shop also hired a few high school students to work for them and also show them the excitement that comes from the industry. “I would love to create a way to educate younger people by launching a social media page or resource focused on teaching the possibilities of working in the sign industry,” he says.

LAUREN CONAWAY, 29 MARKETING MANAGER Principal LED “Like a lot of people, it seems I had the fortunate opportunity to unexpectedly stumble upon the signage industry while looking to make a career change out of higher education,” says Lauren Conaway, marketing manager at Principal LED. “Getting to carry over my passion for event planning to coordinate tradeshow appearances, corporate retreats, and industry events made the transition an exciting one. Being a marketer in a graphically inclined industry is stimulating and exciting.” Conaway has been able to utilize her

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talents in planning, organization, and project management while leading Principal LED’s marketing team for the last five years. She’s successfully developed an event planning and tracking method to take the company’s tradeshow booths, social media, and sponsorships from a stagnant commitment to an exciting way to engage with attendees and others. “Most of my professional (and personal) achievements can be attributed to one thing—my unstoppable energy,” says Conaway. “I’m driven to serve this industry with passion—not just for LEDs, but for people and relationships. From the smallest detail or task to the biggest concept or project, my heart is 100 percent into what I am doing. I’ve been able to channel this personality trait to push me through big projects and labor-intensive events that could seem intimidating or daunting. “A little heart can really explode a marketing team’s impact. I pride myself on leading a team that does just that.” When the pandemic hit, Conaway pivoted and used her strengths in relationship building virtually to support the quickly changing needs of the company and industry while maintaining a limited staff and producing high out20

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put. “While the world was quarantined and isolated, I quickly realized we had to change the way we market—talking with people instead of to people,” she explains. “[You] should be willing to adapt and redirect in times of trial, and I truly feel I was able to lead our marketing and sales efforts in that direction during the pandemic.” These virtual means of communication can also be a useful tool for nationwide engagement—especially with prospective, younger workers. “If the sign industry can embrace the move to virtual connection, I feel strongly the young professionals will be attracted to the progressive, yet humble, industry they’ll find in the sign world,” she says. Conaway believes younger workers— herself included—are valuable assets to the industry. “Being a young professional with a modern solution to signage allows me the chance to revolutionize and integrate technology into our industry to enhance the capabilities of the entire signage community,” she says. “I am fortunate to bring fresh ideas to seasoned veterans in the industry to create a dynamic combination of modern ingenuity and established foundations that can catapult us even further.”

When he was nineteen years old, Leon English left his birth home in Colombia to reconnect with his mother here in the United States. After taking several miscellaneous jobs in several different industries during this time, he also was able to settle into a new career opportunity when he joined Yunkers, a printing company in Wisconsin that specializes in custom signage. He worked with their CNC and finishing equipment. “I’ve always been technologically inclined,” says English. “As a kid, I really enjoyed tinkering with clocks, electronics, and computers.” The first flatbed cutter he put his hands on was a Kongsberg iXL24. “I experienced a sort of magical moment,” he says. “There is something awe-inspiring about the movement of a machine that is calibrated to work with such precision; it was sort of hypnotic.” He soon started playing around with all the cutters that were available to him—a Biesse router, the Kongsberg C64, an all-purpose MultiCam Digital Express, and a Zund. Five years later, he moved into packing and logistics teams and being a customer service rep. However English was looking for a new challenge when his friend, Raum Divarco, technical director at CUTWORX USA, reached out to him and brought English onto the technical side of operations. CUTWORX USA is a manufacturer of finishing equipment with over 150 years of combined experience of solutions in this field. Today English has advanced at the company to become one of their lead service engineers on flatbed digital cutters. He is heavily involved in designing and producing a lot of different things. Some of his favorite projects have involved creating hours-of-operation signs for Ross Department stores and graphics displays for West Marine and Tractor Supply stores. “One of the most interesting things about being on the technical services side of things is that I can share the information and assist people all over signshop.com

Photo: CUTWORX USA.

LEON ENGLISH, 32 FIELD SERVICE ENGINEER CUTWORX USA

English’s company is using newer technology, like the Mimaki 33DF-222 3D printer, to craft even more creative signs.

the country with the projects that they are working on,” says English. “I really love the concept of building things from scratch. There is this endorphin release the moment you complete a task and you see it function properly. “Finishing a build for a flatbed cutter or just creating or executing a file for a simple 3D puzzle and seeing them work correctly brings me joy.” English feels blessed to have found a field where he can learn more every day. For example, he states he is coming across some cut-out displays that require light, which means there is a need for him to study and understand electrical components. “[Being] able to experience this new wave of technologies at my age definitely takes away the dullness of an average routine,” he says. “This is a good career path to grow in that isn’t going anywhere anytime soon, with all the print and signage needed out there.”

Photo: Project Content, LLC.

ELISHA GORDON, 34 NATIONAL SEARCH CONSULTANT MetroSeek Elisha Gordon tells the by-now familiar story of falling into the sign industry by accident thanks to a job lead from a friend of a friend back in 2017. What’s different about her story, however, is the role she plays in the industry. Instead of designing, fabricating, installing, or selling signs and their components, Gordon helps sign companies across the country fill critical roles within their organizations—from project management through C-suite and everything in-between. She’s even partnered with a number of different sign companies and assisted in launching new divisions, growing and developing sales teams, and creating operational infrastructure. Gordon says her job is more than finding candidates and sending out resumes—she has to know the industry inside and out. “I certainly don’t know exactly how to build or install a sign, despite the countless YouTube videos I’ve watched,” she says, “but I do understand how to help build and grow a sign company and how it operates. Understanding the process of how my clients operate, both independently and signshop.com

with others, is key to making a successful match. “The better I understand my clients and their issues, the easier it is for me to do my job.” Gordon’s role has afforded her a unique view of the sign industry. “I get to look at the industry from the outside, how companies interact with each other and their clients,” she says. “Then I get to take a look from the inside, learning about my individual clients on both a personal and professional level, what keeps them up at night, what do they love, what works, and what doesn’t.” While Gordon has amassed a variety of industry accolades—the first and only recruiter ever to be selected to the ISA Elite class, invitee for the ConnexFM Young Professional Committee, etc.—it’s not these accomplishments that she counts as her top professional highlights. For her, it’s all about the success stories she’s had a hand in. “Just last week I was speaking with one of my clients, and he was talking about a candidate I placed with him a few months ago,” she says. “He told me

that, from day one, it felt like he had worked there forever, and he was doing an amazing job for them. That is a professional highlight. “Seeing folks I’ve placed getting promoted or landing that really big account and seeing my clients growing—those are professional highlights. I don’t take this lightly. There are so many variables when it comes to making a great placement, and there is nothing better than getting it right and seeing everyone succeed.” BRADY HAAG, 31 CO-FOUNDER Project Content, LLC Brady Haag is the co-founder and creative director of Project Content, LLC (projectcontent.com), a company that helps sign dealers and their end-users elevate their digital signage content game. Project Content develops software for simple and effective, editable templates for outdoor digital signage across the country. Some of their big clients include Arbys, Applebees, Chicken Express, and hundreds more.

Project Content, LLC develops software that helps end-users improve content on their digital sign.

January 2022 Sign Builder Illustrated

different positions in the industry could help as well,” says Haag, “meaning that it’s not just sign design and installers that make up this career field.”

Lashier Graphics created and installed large format signage and graphics for MidAmerican Energy Field at Jack Trice Stadium on the campus of Iowa State University.

“Our software allows non-experienced EMC owners to look pro by using our professionally designed templates and simply changing the messaging to better suit their needs,” he says. Haag has been in the digital sign industry for a little over six-and-a-half years now, being recruited straight into this field after receiving a degree in Interactive, Digital & 3D Technology from Butler Community College in El Dorado, Kansas. He was hired by Next LED Signs to create content for LED displays across the country and then advanced to designing the actual sign structures themselves. At Project Content, Haag is ecstatic to be able to help elevate the brand and advertising of his clients. “My work has been seen in Times Square on the NASDAQ Billboard, The Windstar Casino in Texas, and on one of the biggest LED Displays in Chicago,” he says. Haag finds that content remains a prevalent issue when it comes to the operation of digital sign displays. “Businesses love the idea of having their own LED display and being able to promote their products, but many times they fail to use it correctly,” he says. “They are essentially purchasing a black box, but this expensive black box is only as good as the content that is on it. “We need to better educate them and give them better resources to be successful and see a greater return on their investment. This goes for sign shops and dealers as well. Having their work (their signs) look amazing with 22

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great content is the best marketing tool for them.” Meanwhile, when not working at Project Content, Haag teaches a class in “Interactive Digital Signage” as an adjunct professor at his alma mater, Butler Community College. “I love educating my students on the value of signage and having good content practices,” he says. Haag believes young sign makers are imperative to have on staff at a company. “It’s easy to get stuck in our ways with certain things,” he says. “Having someone fresh and young can help us see things from a different perspective, as well as keep up with new trends.” While Haag loves being at this forefront, he has discovered the sign industry is constantly changing. “I have learned to be adaptable. Things do not always go as planned,” he says. “Being able to pivot and make adjustments to fit that specific job is crucial, especially in the signage world.” With all the success he has achieved, the funny thing is that Haag never really considered the sign industry as a career choice until he become involved in it. “I thought it would be a stepping stone into my actual career in graphic design,” he says. “It turns out I was wrong. I fell in love with the industry and couldn’t be happier with my decision.” He feels the sign industry needs to be publicized more to the mainstream media and college students, especially when it comes to attracting more young people to it. “I believe publicizing all the

Six years ago, Thomas Lashier started up Lashier Graphics and Signs in Des Moines, Iowa with zero dollars and one employee (just himself). At the time, he was working with his father and cousin selling and servicing print equipment to businesses and organizations across Iowa. As that industry changed, Lashier and his family focused strictly on large format graphics. “I wanted to get involved because the graphics and signage industry offers a more creative and unique career path that is growing quickly,” he says. Today Lashier’s full-service, familyoperated company is “bringing big ideas to life” and has grown to over twenty employees (including his father and cousin, a dedicated sales team, inhouse graphic designers, multiple certified installers, and one-of-a-kind print technology) and three million dollars in annual revenue. Their impressive client list includes the Iowa Hawkeyes, Iowa State Cyclones, HyVee, Nebraska Furniture Mart, Casey’s General Stores, Godfathers Pizza, MidAmerican Energy, and many more. The company just completed a huge project at the brand new MidAmerican Energy Rec Plex in West Des Moines. This sixty-six-acre, city-owned facility is a youth-focused athletic venue, offering soccer, ice hockey, basketball, and a wide range of other recreational, educational, and adaptive programs. Lashier Graphics provided all exterior signs, monument signs, wayfinding signage, and interior ADA signage there. Lashier has been involved in every facet of the business and wore many hats during its start-up phase (machine operator, graphic designer, salesman, HR department, small installer, and director of operations). “All these various roles signshop.com

Photo: Lashier Graphics and Signs.

THOMAS LASHIER, 31 PRESIDENT & CO-OWNER Lashier Graphics & Signs

have given me a comprehensive view of the business and the industry and helped me oversee all our divisions today,” he says. Lashier feels that his younger age does bring some distinct advantages. “For one, the new technology coming out at a rapid pace means that age doesn’t necessarily equal expertise,” he says. “I look at the new vinyl and decorative films, laminates, and even new print technology that forces everyone to keep up-to-date on upcoming trends and allows younger industry professionals to take the lead on some of these new offerings. “I also think that younger industry professionals grasp the digital space faster. The new possibilities with digital signs, EMCs, and projection of graphics opens the door for these professionals to sell to their peers in [an environment] that they’ve grown up with.” Lashier feels fortunate to have worked alongside—and learned from— some experienced industry experts, but

he still thinks that the best teacher is one’s own experience. “From a design standpoint, I’ve learned a lot about color matching (hello, Pantone), vector images, outlined fonts, and scale ratios. From production, I’ve learned a lot about the difference between ‘cast’ and ‘calendared’ and what materials are the best fit for a certain application,” he says. “And from our installers, I’ve learned so much about getting accurate measurements and how to conduct a thorough site visit to account for any issues during installation.” Lashier comments that most of the lessons he has learned have come from a painful mistake or reprint due to his own error yet learning from those mistakes and not repeating them. Lashier acknowledges that he’s learning new things every day and realizes this won’t ever stop. “But that is part of what makes this industry so exciting,” he says. Lashier finds that internships have really benefitted his company. “There is

no academic ‘major’ for the sign industry, so I think the best way to learn is for young people to take part in an internship,” he says, recommending shops reach out to their local high schools, community colleges, and universities. “This is a low-risk way to learn about the various areas of the business and see if any of them might be a good career fit. It also benefits the company with an additional labor force and new ideas. “Targeting students in specific areas of study, namely graphic design and construction/engineering, would be a great investment.” Lashier also believes the sign industry can do a better job of inviting students to the various tradeshows, citing how much he learned from attending his first big event (SGIA Expo in 2017). “If the industry could proactively pursue high school and college students and invite them to attend for free,” he says, “it would really open the eyes of these students to career opportunities in this field.”

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January 2022

Sign Builder Illustrated

DIMENSIONAL FEATURE NAME BY ASHLEY AUTHORBRAY

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January 2021

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RESURRECTING THE GHOSTBUSTERS SIGN Who you gonna call for an iconic sign project?

All Photos: Signarama Huntington Station.

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his past fall, Ghostbusters: Afterlife, a legacy sequel to the Ghostbusters movie franchise, hit theaters across the country. To celebrate the movie’s release, charity group The Buffalo Ghostbusters raised funds to recreate the infamous Ghostbusters sign that hung over the Tribeca neighborhood, New York fire station, Hook and Ladder No. 8. The fire station is featured in the original 1984 movie as the Ghostbusters headquarters, and it is not only a destination for fans but also designated a historical building. The Buffalo Ghostbusters have been active since 2011 and are known for dressing in full Ghostbuster gear at community events to raise money for charities such as Toys for Tots, Camp Good Days, Make A Wish Foundation, and of course, firehouses. At first, The Buffalo Ghostbusters’ plan was to replace the sign with a prop, but when their GoFund-

Me campaign exceeded expectations, they decided to construct a true-to-life recreation of the sign. And since The Buffalo Ghostbusters is officially recognized by SONY, they had permission to recreate the sign design. “We expected to raise a thousand dollars for this project,” said Dan Liberg of The Buffalo Ghostbusters, in a press release. “But once donations exceeded the original amount, we decided we needed to do right by the sign and replace it to its original glory.” So who were they gonna call to get the job done? That would be Signarama Huntington Station in New York. “We are no strangers to iconic signage,” said Dawn Tiritter-Bent, co-owner of Signarama Huntington Station for over thirty years with her brother Mike Ziccardi, in a press release. January 2022

Sign Builder Illustrated

NAVIGATE A CHANGING SIGN LANDSCAPE How-to Webinars and Resources for the Sign Industry SBI’s new webinar series—On the Floor—is your compass to all the challenges sign shops face. Our series provides actionable steps to help your sign shop thrive amidst the expanding digital signage landscape and everyday operational challenges.

www.signshop.com/resources

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January 2022

“We want our customers to trust that we will get the job done while maintaining the historical integrity of the project. “Together with our network, there’s no job we can’t complete.” Signarama Huntington Station immediately got to work on designing the iconic sign, which features a ghost emerging from behind a red “no” symbol. The sign company partnered with Ed Sullivan and his creative team at Hanson Sign Companies in Falconer, New York to create this one-off project. Signarama General Manager Sal Tiritter designed the 2D vector layout in Adobe Illustrator and worked with the Hanson team in creating the 3D modeling in EnRoute. Once the molds were created, the vacuum forming of the clear polycarbonate faces was completed. Graphics were painted sub-surface using Matthews Paint and a full back spray was completed for the white background. “What made the project unique is that the face is not a mirrored image on both sides. Our fabrication team, led by Ted Dybus, had to problem solve by creating two single-sided cabinets with a two-bytwo-inch aluminum square tube inner frame,” says Tiritter-Bent, who explains that the team also had to be careful to close up the back of the ghost’s hand that breaks from the edge of the sign face to ensure consistent illumination. The cabinet is made of DIBOND® backed with .040 aluminum returns, and it was hand formed around the polycarbonate embossed pan faces. The faces are secured in the cabinet with Jewelite trim, while the sign is illuminated with Principal LED modules. In total, this hair-raising sign project took about ten weeks to complete. FDNY Hook and Ladder 8 handled the installation as part of their group being involved in the project. “The original plan was for the sign to be displayed projecting from the wall and suspended from support hardware just as it was in the original Ghostbusters movie,” says Tiritter-Bent. “[But] since the building is a NYC Landmark, the code only allows for it to be installed flush to the building.” Either way, this iconic sign now attracts ghostbusters and ghost-lovers alike for pilgrimages and photo ops— ectoplasm not included. signshop.com

CNC SIGN ROUTER SHOP

BY BYBRAD JEFF WOOTEN BURNETT

FOREVER

YOUNG

All Photos: Young Signs.

A ninety-year-old sign company covers today’s print trends.

hen the existence of a sign company spans more than ninety years, it’s a safe wager that said business has kept abreast of the trends and technologies in its field to keep them successful. Young Signs in Ashland, Kentucky, was founded by W.B.Young back in 1931, signshop.com

when he used quills to hand-letter vehicles. The shop has come a long way since. Today this graphics and custom signage specialist has fifteen employees and uses innovative technologies, such as stateof-the-art digital printers and the latest CNC routers, to produce and install jobs for clients all over the tri-state area of Kentucky, Ohio, and West Virginia. (Note:

Impressively the Young Signs business still remains in the family, as the operation is currently overseen by W.B.’s son, Dave Young.) “We also have boom trucks that reach as high as 156 feet for installs and maintenance, as well as assorted construction equipment,” says Nat Handloser, graphics supervisor at Young Signs.

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Young Signs has gotten more involved with wrapping personal vehicles than ever before. They’ve discovered one of the most popular personal vehicles to decorate with either a partial, full wrap, or color change-out is a muscle/sports car.

They’ve really found a foothold in the wrap segment of the marketplace— designing, printing, and installing full and partial wraps, color change-outs, stripes, chrome deletes, fleet work, and customizations for vehicles. Young Signs started offering vehicle wraps back in 2018. Requests started arriving immediately, and they haven’t looked back since. The number of vehicle wrap projects they’ve worked on has actually increased every year. These canvases include cars, transit vans, boats, box trucks, golf carts, and muscle/sports cars. A majority of their wraps have been for commercial clients, however, Young Signs has gotten more involved with personal vehicles. “We started out doing just a few. Once word got out, we started to see a lot more requests for personal designs and color-change wraps,” says Handloser. “Soon we had way more requests for personal wraps than commercial wraps, without losing any amount of commercial we did.” They’ve also ventured into the architectural side of things—producing exterior and interior wall wraps, window perfs, floor graphics, and sidewalk and parking lot imagery. 28

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Young Signs provides graphics and signage for a lot of businesses in the area, however they also do contract work for other sign companies, as well as for large national hotel, restaurant, gas station, and retail chains (Chick-Fil-A, KFC, Slim Chickens, Moe’s, Penn Station, etc.). If it can be wrapped, the company’s philosophy is that they can wrap it— items on this custom list including furniture, kitchen cabinets, gaming items, and, yes, even a toilet. Young Signs currently uses a Roland DG sixty-four-inch printer/cutter and a Roland DG TrueVIS VG2-640 sixtyfour-inch printer/cutter. They also use

the metallic inks on their older thirtyinch Roland DG plotter quite a bit for certain vehicle wrap projects. “We recently did a wrap for High Performance Computer where all the logo and circuitry designed in the wrap was printed in metallic silver, which added a very cool effect,” says Handloser. Handloser adds that they’ve actually seen an increase in order requests for wrapping oversized vehicles lately, including tankers, wrecker trucks, semitrailers, and large box trucks. Young Signs currently has two bays devoted to wrapping, yet they are looking to add a couple more in the near future, along with a larger bay or covered area for these larger vehicles. One recent large-scale project they worked on was an RV wrap for a Pathways recovery center (see below). Young Signs had to do all the hardware and badge removal, the printing, and even some last-minute sketching and installation in a little over a week. “A good portion of the wrap was all black with some wording,” says Handloser. “On the back, they wanted an image on each side that would fade into the black. We didn’t want to take the time, energy, and ink to print all the black, so we used more than a roll of Avery Gloss Black vinyl. “I used the Roland DG color swatches on Illustrator to match the black in the fade and applied the gradient as a layer over top of the raster image. It turned out great!” When the pandemic hit, Young Signs shifted to making custom sneeze guards for many of the nearby schools and busi-

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nesses. However business soon started trickling back in before outright exploding! “Everyone decided to redo their signs, refresh their interiors, and wrap their vehicles using the stimulus money,” says Handloser. “We found ourselves absolutely slammed!” Handloser says that Young Signs is good at recognizing and adopting emerging trends in vehicle graphics. “Our product offerings now include two-tone and textured wraps, as well as textured wrap and tinting for headlights and taillights,” he says, noting that paint protection film is their next venture. “We also provide vinyl embossing.” The company has also seen a focus on color management in digital graphics overall. “Our clients want their graphics to communicate their brand’s personality, and vibrant colors are often part of the designs these days,” says Handloser. Additional reporting for this story provided by Ginny Mumm.

According to Nat Handloser, graphics supervisor at Young Signs, many clients want the graphics on their vehicle to communicate their brand’s personality. One way they do this is through the use of vibrant colors, as found in this wrap they installed for a library.

SHOP SIGNAGE ALL THINGS

Need materials, equipment, or to outsource a process? Head to our Marketplace Section in the back of the book fb.com/SBIMag

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Sign Builder Illustrated

ILLUSTRATED

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4/23/20 10:34 AM

January 2022

Sign Builder Illustrated

MARKETPLACE FOR ADVERTISING OPTIONS CONTACT: FRANK ROSE (917) 856-1808 frose@sbpub.com

Graphics. Dimensional. Lighting. Digital. Installation. Operations.

WE’VE GOT YOU COVERED VISIT www.signshop.com

Sign Builder Illustrated’s newsletters keep you up-to-date with timely news, industry trends and “how-to” articles on every aspect of the sign industry. SUBSCRIBE TO SBI NEWSLETTERS: www.signshop.com/newsletters

Sign Builder Illustrated

January 2022

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SIGN BUILDER’S

BUYER’S GUIDE

Your Direct Source for Products & Services Get access to vital product and service information from manufacturers and distributors by visiting www.signbuilderdirectory.com

COMPANY

URL

AP Lazer

www.aplazer.com

23 30

InfoDirect #

PAGE

Echod Graphics

www.echodgraphics.com

International Sign Association

www.SignResearch.org

Keystone Technologies

www.KeystoneTech.com

Nova Polymers

www.novapolymers.com

SBI/NSSA

www.signshop.com/NSSA

SDS Automation

www.sdsautomation.com

Signs365.com

www.signs365.com

SinaLite

www.sinalite.com

Southern Stud Weld

www.studweld.com

Wilkie Mfg.

www.wilkiemfg.com

9 C4 5

COMPANIES IN SIGN SHOW 12

Mutoh

www.mutoh.com

Roland DGA

www.rolanddga.com

STS Inks

www.stsinks.com

Techno CNC

www.technoshop.com

Everything You Need to Know to Manage a Successful Sign Business To run a successful sign shop, you need to run a successful business. Sign Builder Illustrated can help. Not only do we focus on the work you do on the shop floor, but we also focus on the work you do to improve the success and wellbeing of you and your team.

www.signshop.com

3 EASY STEPS 1. Go to www.signbuilderdirectory.com

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3. Select among dozens of companies in each category to find the best solution for your business.

2.Find the category of products or services you need

January 2022

Sign Builder Illustrated

SBI OPERATIONS BY JIM HINGST

Plan your work; work your plan.

ast month, I wrote a how-to colu m n a b o u t d e ve l o p i n g a n d implementing action plans at your company that would help production (“Plans of Action”). As important as creating a great plan is in achieving one’s business goals, many shops need to shift their emphasis to the execution of the plan. The execution step is not as glamorous as creating a brilliant plan. What’s more, it takes much more effort. Writing a plan may only take a few days of brainstorming. On the other hand, executing a plan is a daily activity. It’s where the hard work really occurs. Execution is difficult because it requires everyone to focus on those activities that are important to your strategy rather than react to the urgent but not necessarily important. These urgent demands on time often become misunderstood chaos and confusion that dis-

tract from the company goal. In many cases, execution requires good time management skills, and here are some that you should develop. Get in the habit of creating a daily “things to do” list. Many people write their list at the beginning of the day. What’s better is to plan tomorrow’s work at the end of today’s workday. After you have assembled the list, prioritize your activities based on their importance to your company goals. Avoid those unimportant activities that waste time. These are generally activities that you want to do but do not need to do. In most cases, you should simply scratch off any unimportant tasks from your list. You cannot do everything. If you don’t have the resources to work on something, scratch it off of your “to do” list. In fact, you should eliminate all activities that do not align with your goals.

Sign Builder Illustrated Magazine (Print ISSN 895-0555, Digital ISSN 21614709) (USPS#0015-805) (Canada Post Cust. #7204564; Agreement #40612608; IMEX Po Box 25542, London, ON N6C 6B2, Canada) is published monthly by Simmons-Boardman Publishing Corporation, 88 Pine St. 23rd Floor, New York, NY 10005. Printed in the U.S.A. Periodicals postage paid at New York, NY and Additional mailing offices.

for in U.S. funds only. Prices are subject to change.

Pricing, Qualified individual working in the sign industry may request a free subscription. Non-qualified subscriptions Print version, Digital version, Both Print & Digital versions: 1 year US/Canada/Mexico $50.00; foreign $99.00. Single Copies are $15.00 ea. Subscriptions must be paid

For Subscriptions, & address changes, Please call (402) 346-4740, Fax (847) 291-4816, e-mail signbuilder@omeda.com, or write to: Sign Builder Illustrated, Simmons-Boardman Publishing Corporation, PO Box 239, Lincolnshire IL 60069-0239 USA.

Sign Builder Illustrated

January 2022

COPYRIGHT © Simmons-Boardman Publishing Corporation 2022. All rights reserved. Contents may not be reproduced without permission. For reprint information, contact: Gary Lynch, Publisher (212) 620-7247 or glynch@sbpub.com.

In many cases, executing a company’s business plan requires good time management skills.

POSTMASTER: Send address changes to Sign Builder Illustrated, PO Box 239, Lincolnshire IL 60069-0239 USA. Instructional information provided in this magazine should only be performed by skilled crafts people with the proper equipment. The publisher and authors of information provided herein advise all readers to exercise care when engaging in any of the how-to-activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein.

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Photo: Shutterstock.com/Jat306.

Executing Your Business Plans

When you get to the shop, focus on the most important tasks. These are the activities that align with your company’s primary goals and which will produce the greatest results. The temptation for most people is to work on tasks that are the easiest to do. Completing these tasks gives you a false sense of accomplishment. In many cases, the most important tasks are the most difficult and usually the tasks that people act upon last. If possible, you should delegate the less consequential activities to subordinates. If you know your associates well, you know their strengths and weaknesses. With this in mind, you should know what you can and cannot delegate to them. If you know an associate’s weakness, you can coach them to improve their performance. If you know their professional aspirations, you can mentor them as they work toward their goals. In your role as a manager, you need to constantly measure the results of your activities. If you fail to meet deadlines or produce desired outcomes, you need to modify your goals or adjust your plans. When faced with the inevitable adversities of business life, an unofficial slogan of the Marines provides guidance: “Improvise, adapt, and overcome.”

All Wilkie equipment is designed for the Sign and Lighting industry with almost 50 years experience

BIG SERVICE, SMALLER PACKAGE Non CDL truck set up 2 man power level power rotate basket standard Basket mounted jib winch that stores behind basket when not in use Easy to use controls at base and basket Mainline winch rated at 1000 pounds fully extended Full 360 degree working radius Independently controlled out and down hydraulic outriggers (no under body counter balance weight) Wide range of bed and storage box options to fit your needs 3500 pound carrying capacity on a 19,500 GVW truck

WILKIE MFG. L.L.C 2640 NW 2nd Street Oklahoma City, OK 73107