Sign Builder March 2023

SIGN BUILDER ILLUSTRATED

RETRO REFURBISH SIGN:

STEAMPUNK ADA: A COMPLIANT PAST & FUTURE

SHOP LAYOUT:

POWER-PACKED PRODUCTION

POWER-PACKED

By Eric Lazar

A small-size shop’s path to playing with the big guys.

SEAL OF APPROVAL

By David Hickey

There are several upcoming ISA events to help with permitting.

EDITOR’S COLUMN

Editor Jeff Wooten previews this month’s On The Floor Webinar that is devoted to the power of networking at your shop.

IN THE INDUSTRY

Dimensional Innovations refreshes the Texas A&M Foundation’s signage experience, window graphics bring a Hollywood film to life, and digital art is installed in a corporate lobby.

SIGN SHOW

The newest products and services from sign manufacturers.

SBI OPERATIONS

The future of work is dynamic, and Jesse Meschuk takes a look at some of these workplace trends.

By Jeff Wooten

Jeff Wooten

By Jeff Wooten

Mixing the future and the past with current ADA-compliant signage. NOW PLAYING!

By

Thill

March 2023, Vol. 37, No. 332

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

1809 Capitol Avenue, Omaha, NE 68102 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

Alex Marcheschi

513-490-6227 amarcheschi@sbpub.com

Contributing Writers

Eric Lazar, David Hickey, Jesse Meschuk, Vanessa Thill

ART

Art Director

Nicole D’Antona

Graphic Designer

Hillary Coleman

PRODUCTION

Corporate Production Director

Mary Conyers

CIRCULATION

Circulation Director

Jo Ann Binz joann@qcs1989.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.

EDITOR’S COLUMN

BY JEFF WOOTEN

Working the Network Bringing in more

jobs through referrals.

This month, Eric Lazar, co-owner of award-winning SpeedPro Chicago Loop, a Service Disabled Veteran Owned Business that has been named a “Top Three Sign Shop” in Chicago for five consecutive years now, returns to our pages. We’ve covered a few of his studio’s graphics projects in the past, and he has contributed informative articles as well.

SpeedPro Chicago Loop is a large format digital graphics studio that specializes in corporate décor; brand activations; event signage; exhibits & tradeshow displays; wall, floor, window & ceiling murals; glass finishes; vehicle wraps; posters; banners; and more for a broad client roster (including Live Nation, Samuel Adams, St. Jude, Allstate, and literally hundreds more). Eric’s background is especially diverse—he is a former U.S. Marine Corps Intelligence Analyst as well as a past president of the SpeedPro Imaging National Franchising Advisory Committee.

Eric’s how-to column this month (“Power-packed Print Production,” page 12) lays out how he has arranged essential production equipment into the smallest physical footprint possible. His article details what other small- and medium-sized shops can do to get the most bang for their buck no matter the amount of facility space available.

When discussing this month’s issue with Eric, one thing he told me is that, since his business opened eight years ago,

he has yet to make one single cold call looking for work. Nearly all his shop’s business is generated via referrals that come to his shop organically.

Because of this impressive feat, Eric Lazar will also be our special guest for a live Webinar, “The Power of Networking” taking place on Tuesday, March 21 at 7:00 p.m. EST.

We will be speaking with him about how sign and print shops can improve their sales process and increase their exposure with some of the strategic networking methodologies he has put into place. This Webinar will also showcase some of the unique graphics and experiential projects that Eric’s shop has secured and produced through his networking techniques.

Business development is an important component that helps contribute to the continued success of a sign or graphics shop, and no matter your skills at design, production, and installation, this can be all for naught without regular customers. Failure to do so effectively affects a shop’s profit margins negatively.

Please join us for this conversational Webinar to learn how to improve your networking. Register now via the landing page spotlighted at signshop.com

Note: All events listed below are subject to change. Please check show sites for the most up-todate information.

APRIL 2023

APRIL 12-14:

ISA International Sign Expo 2023, featuring everything you need to be successful in the sign, graphics, print, and visual communications industry, is scheduled to take place in Las Vegas, Nevada. Pre-conference events take place April 11. (signexpo.org)

MAY 2023

MAY 7-10:

NBA legend Earvin “Magic” Johnson will be the keynote speaker at Dscoop Edge St. Louis World Expo, an event uniting print professionals to learn new strategies, discover new tools and technologies, and network. (dscoop.swoogo.com/stlouis)

MAY 21-25:

LightFair, North America’s largest architectural and commercial lighting tradeshow and conference, will occur at the Jacob K. Javits Convention Center in New York City. The organization announced that this show will be transitioning to a biennial schedule after this event. (lightfair.com/new-york-2023)

JULY 2023

JULY 17-19:

Think Ahead 2023, an event for Canon Solutions America production inkjet customers, takes place in Boca Raton, Florida. (www.thinkforum.com)

AUGUST 2023

AUGUST 24-26:

JEFF WOOTEN Editor, jwooten@sbpub.com

2023 SEGD Conference Experience Washington DC promises four inspirational days of interactive workshops, tours, networking opportunities, case studies, and programming from renowned speakers celebrating the evolution and challenges of fifty years of experiential design. (segd.org)

Photo: Shutterstock.com/optimarc.

EXPERIENCE A REFRESHING TEXAS A&M FOUNDATION

OVERLAND PARK, KS—The philanthropic Texas A&M Foundation was looking to transform their headquarters into a sleek and approachable space inside the Jon L. Hagler Center on the Texas A&M campus.

To make this happen, the Foundation’s stakeholders turned to Dimensional Innovations, a 270-member Design + Build company, and their partners to spearhead a total experiential design refresh of their facility with a variety of branding and architectural signage.

In addition to the workspace for staff,

the Jon L. Hagler Center hosts various student and faculty events and receives an influx of alumni traffic on game days due to its prime location near the heart of campus. Dimensional Innovations collaborated to ensure that the design efforts echoed the desire to dial up the “Aggie-ism” with an updated interior while maintaining the space’s classic, grandiose framework.

The Dimensional Innovations team worked alongside architectural firms TreanorHL and PlanNorth Architectural Co., to help transform the building to reflect the Texas A&M Foundation’s core values

and history, while also serving as a modern and welcoming facility that honors donors and attracts current students.

For example, the eye-catching Grand Stair feature located on the back of the main staircase represents the university’s core values via dimensional gold letters. The company ensured that the stacked, free-standing sculpture was structurally sound and met ADA compliance.

The collaborative team also created a range of branded elements and interactives throughout the three-story building.

Examples of these include a digital k iosk

featuring further donor recognition (by displaying the growing list of donors who are no longer able to fit on the building’s limestone tribute wall), the L egacy Map (a sculptural element designed to spotlight the Texas A&M Foundation’s connection and impact on campus), and the Legacy Wall (designed to showcase the history behind the Foundation’s top donor programs and societies).

The first-of-its-kind tribute to recipients of the Evan’s Medal (which is the Foundation’s highest and most prestigious honor that a donor can receive) can be

DIGITAL ART LOBBY CENTERPIECE

NEW YORK CITY, NY —Global architecture, design, and planning firm Gensler recently added a fine-pitch, direct-view LED wall to the lobby of its Houston office located in the heart of the central business district.

The video display upgrade coincided with Gensler Houston’s fiftieth anniv ersary of providing design and architecture expertise in the Bayou City.

SNA Displays manufactured the BRILLIANT™ Interior LED video display and provided installation services for it.

The canvas of the 1.9mm LED video wall measures 7-feet-4inches tall and 22-feet-3-inches long, wrapping around a corner to provide a wider viewing experience within the lobby.

The screen, which contains more than 4.1 million pixels (1,170 highby-3,536 wide), is powered by SNA Displays’ proprietary V3US02 processor and operates via Gensler’s content management system.

The display system also includes a robust audio system with integrated speakers, as well as cameras and LED strip lighting elements provided by project manager Diversified.

found inside the center’s upper level.

Other examples of cohesive branded storytelling implemented by Dimensional Innovations are frosted vinyl window treatments, the back-lit “Lead By Example” wall, branded glass wall plaques, and additional backlit dimensional graphics and logos.

“We were looking to honor our past and grow our future in a space that was approachable yet modern,” said John Huser, vice president and chief financial officer of the Texas A&M Foundation. “Dimensional Innovations had just the right vision.”

NEW FASTSIGNS PRESIDENT

CARROLLTON, TX—Propelled Brands, a multi-brand franchisor platform company, has welcomed a new president, Andrea Hohermuth, for its premier franchise brand, FASTSIGNS International, Inc. With over twenty years of experience, Hohermuth has broad experience in franchising, technology, operations, and leadership and has been integral to the modernization of multiple companies.

WINDOW GRAPHICS BRING BABYLON TO LIFE

RICHMOND, VA Babylon, a major motion picture about the early days of Hollywood movie making starring A-listers Brad Pitt, Margot Robbie, and Tobey Maguire, opened in theaters this past December. Movie-goers visiting the multi-screen AMC The Grove in Los Angeles that month were also treated to a set of giant window graphics that had been installed there to celebrate the launch of the star-studded film.

This promotion began when National Installations, a full-service labor and project management specialist, and Olson Visual, a global provider of visual marketing stunts, approached Applied Graphics & Signs also of Los Angeles to project manage and install the eye-catching graphics.

Servicing Southern California and Chicago, Applied Graphics & Signs specializes in architectural resurfacing, wide format installations, decorative window films, and hardware mounted signage, working with partners across the retail and corporate sectors to produce a host of striking graphics.

So it really shouldn’t prove any kind of spoiler to let you know that the company was expertly knowledgeable about what needed to be done here to pull off this

movie-magic-on-print campaign.

With image quality and reliable adhesion both of paramount importance, Olson Visual opted to use Drytac SpotOn Clear Gloss media purchased from Epic Distribution. “Drytac SpotOn was chosen for this short-term application [because] it can be easily repositioned in tight obstructed areas,” said Applied Graphics & Signs President Fadi Ballut.

The application space for the graphics was 559-inches-wide-by-220-incheshigh. This required fifty-four panels to be trimmed so they could fit each glass panel of the cinema’s giant front-facing windows.

Applied Graphics & Signs flood coated the Drytac SpotOn Clear Gloss media with white for opacity to produce this set of window graphics so that they could attract even more attention.

The graphics, which included large-scale images of some of the film’s leading names, were printed onto the media using a Durst Rho 512R five-meter roll-to-roll UV-Curable machine.

The customer ended up being delighted with the final application. “[AMC The Grove] was ecstatic with the results of our production partners and installation team,” concludes Fadi.

Catherine Monson, CEO of Propelled Brands, who has served as CEO and president of FASTSIGNS International since January 2009, knew it was time for a president solely devoted to FASTSIGNS who could continue to drive innovation and growth for its franchisees.

“It has been a true joy to be the dedicated executive focused on the FASTSIGNS brand for over thirteen years,” says Monson. “[Hohermuth’s] franchising knowledge and experience, strong leadership skills, broad skillset, and technology background–along with her passion and drive–make her ideal to continue to grow the FASTSIGNS network.”

Hohermuth met with franchisees and spoke about her vision for 2023 from the main stage at the FASTSIGNS International Convention held in Las Vegas in January.

DYE SUBLIMATION EQUIPMENT/ SUPPLIES

Epson is Now Shipping New Dye-sublimation Printers

Epson's new forty-four-inch

SureColor® F6470 and SureColor F6470H dye-sublimation printers are available through authorized Epson Professional Imaging resellers. Four-color SureColor F6470 and six-color SureColor F6470H are designed to maximize productivity by quickly and efficiently producing high-quality images that are ideal for promotional products, apparel, home décor, soft signage, and more. SureColor F6470 and SureColor F6470H leverage an innovative PrecisionCore® MicroTFP printhead and produce high-speed, high-quality transfer images. The SureColor F6470H allows for multiple ink configurations—

CMYK plus either Light Cyan/Light Magenta, Fluorescent Pink/Fluorescent Yellow, or Orange/Violet—making it an ideal solution to meet specific brand colors requirements for corporate clients and designers. Both models also feature an integrated ink pack system utilizing 1.6-liter UltraChrome® DS Ink packs that allow the printers to continuously deliver rich color saturation and contrast. Additional features include a touchscreen control panel, a built-in cutter, and a take-up reel system. epson.com/dyesub

WAYFINDING/ IDENTITY SIGNAGE

On the Path: New Planning Guide for Parks and Trail Signage

Responding to the growing specialty field of trail sign design, the Sign Research Foundation (SRF) has released a new guide to drive innovation, funding, and maintenance processes in this field. Trail Sign Manual: A Planning Guide for Parks and Trail Signage is now available for download on the SRF website. This manual grew out of SRF’s popular Urban Wayfinding Planning and Implementation Manual, initially published in 2013 and updated in 2020. While working on the updated version, it became clear that trail wayfinding was another area ripe for growth yet one without guidance (particularly specific durability, maintenance, and management issues particular to park projects). The Trail Sign Manual is the first piece of its kind, exploring the latest trends in trail signage, financing and development, and management and maintenance. An included case study explores the successes of the Empire State Trail in New York. signresearch.org/trail-sign-manual

DIGITAL PRINTING EQUIPMENT/SUPPLIES

Experience Astonishing Productivity with MUTOH's New Eco-solvent Printer

The new sixty-four-inch XPJ-1682SR Pro eco-solvent printer is powered by MUTOH’s award-winning VerteLith™ Genuine RIP Software bundled with FlexiDESIGNER MUTOH Edition 21. Dropmaster 2 automatically calibrates bi-directional alignments, saving time and reducing adjustment variations among printer operators. The Feed Master sensor allows for automatic media feed adjustments. Nozzle Area Select will reduce downtime by allowing you to temporarily turn off clogged print nozzle blocks and select active nozzle blocks for printing. (Note: Pairing this feature with the optional Automatic Nozzle Detection Unit will allow you to achieve seamless print jobs.) Media Tracker prints a barcode prior to removing media. When specified media is loaded again, a built-in sensor reads the barcode and recognizes the remaining media, providing valuable information about whether you have enough left for any given job. New four-stage head height adjustment allows for printing a wide range of media, while multi-stage pressure rollers optimize print feed on various media. The XPJ-1682SR Pro eco-solvent printer also utilizes a new set of print effects known as i-screen, created from MUTOH’s Intelligent Interweave printing technology, that greatly reduces banding for smoother print images. mutoh.com

DIGITAL PRINTING EQUIPMENT/SUPPLIES

Six New Inkjets Join the Best-selling TrueVIS Product Line

Roland DGA Corporation has announced a major expansion of its best-selling TrueVIS™ line, with six new and innovative inkjets joining the product family. The newly launched models include the AP-640 resin printer, the LG-640/540/300 highproductivity UV printer/cutters, and the value-packed MG-640/300 UV printer/cutters—all offering unsurpassed TrueVIS quality, reliability, and performance. These new additions complement the four incredibly popular TrueVIS eco-solvent models—the VG3 and SG3 series printer/cutters—that were introduced last year. The TrueVIS family now includes models that use three different ink types (resin, UV, and eco-solvent) with each type offering the same outstanding productivity and unmatched reliability that has become synonymous with the TrueVIS brand. All TrueVIS inkjets share a sleek industrial design, durable construction, and state-of-the-art user features that maximize efficiency and convenience. Like the TrueVIS VG3 and SG3 eco-solvent printer/cutters, the new AP-640 resin printer and LG Series UV printer/cutters are equipped with seven-inch touchscreen control panels that make operation easier than ever. All TrueVIS inkjets include powerful, intuitive VersaWorks® 6 RIP software that incorporates HARLEQUIN RIP dual-core operation for even faster handling of complex files with drop shadows and transparencies, advanced nesting, variable data, and color profiling tools, plus a host of additional features that help optimize production, ease of use, and convenience. rolanddga.com/products/printers/truevis

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SOFTWARE-DESIGN/PRINT/ROUTER/ESTIMATING New SAi EnRoute 23 is the First Major Upgrade Since EnRoute 7

Along with more than twenty new features, EnRoute 23 CAD/CAM design software from SA International (SAi) is another major step in the evolution of this software and the first iteration of a new product strategy from the company— annual updates to deliver more features and refinements to users on a regular basis. These users typically span those at CNC woodworking, sign making, and fabrication companies, as well as nested-based manufacturing users. New capabilities found in EnRoute 23 enable more types of jobs to be done and expansion into new applications and industries with similar operational needs. Setup Manager enables users to configure the menus and tool bars to display the tools necessary for specific jobs, giving a clean, easy-to-use, custom dashboard that can be saved for repeat jobs. Also support for ogee and beading tools has been developed for expanded capabilities. Sample tools have been added to the tool library by SAi to enable users to quickly begin using them. In addition, DXF and PDF files can now be used to define tools by users. A new Simulation of Profile Tools feature enables users to ensure that results are what they expect before cutting by displaying a graphic representation of the toolpath (saving time and expensive material waste). Meanwhile Corner Fine capability is built into Hatch, Island, and Spiral fills and enables the selection of smaller radius (ball-nose) endmill tools to achieve sharp internal corners. Other practical features include a Unit Converter for accurate unit conversions (including inches/seconds to mm/minutes) that will benefit users around the world. thinksai.com/en-eu/products/enroute

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HOW TO

SHOP LAYOUT BY ERIC LAZAR

Power-packed Print Production

A small-sized shop’s path to playing with the big guys.

There are over 45,000 commercial printers in the United States as of 2022, and once you extract the Top 500 players, you’ll find that the field is bursting with shops that are under $2,000,000 in annual revenue—with the greatest percent of those in the sub-$1M category. It’s fair to assume that most of these locations are operating in limited space with little bandwidth to take on multiple large jobs simultaneously.

With real estate at a premium and margins a primary concern for any business leader, the question we must ask ourselves: “How do I pack the most production capacity into the smallest physical footprint possible?”

When we launched our studio, SpeedPro Chicago Loop in 2015 (and before we

even got our business cards), we traveled the country coast to coast for two straight months meeting with Top Ten producers as well as struggling shops within our franchise system. We wanted to see both sides— how they built their businesses and what made them great or why they were failing.

The general commonality we found amongst the overachievers was that they had invested in their business—tightly packing a vast array of equipment and presenting like manufacturers.

Meanwhile fledgling studios boasted pretty-looking showrooms yet were staring at outdated eco-solvent roll-to-roll printers that had been set up for them years prior.

Given our close proximity to McCormick Place and all of the Chicago’s major venues, real estate leasing costs meant

we had to determine how to pack the greatest throughput into our miniscule 3,468-square-foot studio. We knew that we couldn’t be a competitive player with just a single sixty-four-inch eco-solvent roll-to-roll machine.

We drastically diverged from the prototype set-up for a new studio, opting to be the first one to include a roll-to-roll latex, an eight-foot hybrid flatbed, and a CNC cutter-router (a configuration the million-dollar studios eventually morphed into—after several years in business).

We started with the Esko XN-24 CNC cutter-router, which allowed us to complete a recurring job that had taken us eight days the first time, cutting hundreds of pieces by hand, to less than two days on the second round.

Yet as our business began to boom, any

showroom aspirations gave way to revenue-generating function.

Poising ourselves for continued advancement, desperate to increase gross margin, and unwilling to lease more space to accommodate a reception and display area, we searched for power-packed technology that could fit within our physical confines and enable at least three-times more production.

After extensive analysis of both soft media and substrate production, it was clear that the quickest return-on-investment (ROI) would be found in replacing the roll-to-roll.

Adopting a cost-analysis (ROI) matrix provided to us by one of the many courting manufacturer’s knocking on our door, we plugged in a host of figures to include leasing, service, and ink costs; speeds at varying production quality; labor (or, reduction in); historical production levels; projected production needs; percent of outsourcing; estimated lost/unbid business; capabilities, etc. We matched each contending printer against the machine we were using.

Indeed there’s a viable debate to be made for unique product offerings at higher margins; however concentrating on moving core business faster, taking on more of it, and hopefully reducing operational costs was our driving force.

We early adopted the Canon Océ Colorado 1650. In its first week online, we accepted a 3,000-plus-square-foot job with a one-day turn time, which we would have had to pass on had we opted for only a slightly faster printer.

The formula worked! In the first twelve months, our average monthly rolled media production increased by 75 percent and overall percent of outsourcing decreased by 16 percent.

The onset of COVID in 2020 meant further equipment investment be damned; we were holding on for dear life—until late 2021.

As conventions and exhibits slowly returned to favor, we took on print work for a large tradeshow management company that had laid-off most of its team and temporarily sunset its equipment.

Work here consisted mostly of rigid substrates and ten-foot banners. The volume was unlike anything we have ever imagined, much less known. We went from buying by the sheet to boxes to palates overnight—and we still couldn’t produce a large bulk of what we were tasked to do with a one- to three-day lead time.

SHOP LAYOUT BY ERIC LAZAR

This had the opportunity to be our golden ticket, if we could take it all inhouse. But emerging from the pandemic made us extremely gun-shy about any additional investments. Our “build it and they will come” philosophy was clouded by “save it for a rainy day.”

This was going to be a far more substantial investment than we had ever made previously, and there was no room for error in our analysis. We needed the biggest, most powerful punch-per-square-foot of production to fit within a small footprint, minding that our previous three-times throughput increase expectation wasn’t going to be nearly sufficient.

To maximize our fullest potential, we were rumored to have been the first in the country last April to take possession of the EFI Pro30H ten-foot hybrid flatbed. It was rated to push over 2,700-square-feet per hour and only required a single 240V outlet.

The volume of work and pressure it placed on our primary outsourcing partner was becoming increasingly difficult to navigate, as we had relinquished control on ensuring delivery dates. And while the top-line revenue looked great, the cost of wholesaling to a wholesaler was proving to be an expensive and unsustainable proposition for us.

From January through June, we had been outsourcing 27.2 percent of our production revenue, but the back half fell to a mere 6.1 percent with our net margin climbing by a full 20 points. Our remaining outsourcing was devoted almost exclusively for products that we have no desire to fabricate ourselves.

We achieved a 73 percent revenue increase from our previous best—all without expanding our space or taking on a

INDEED THERE’S A VIABLE DEBATE TO BE MADE FOR UNIQUE PRINT OFFERINGS AT HIGHER MARGINS; HOWEVER CONCENTRATING ON MOVING CORE BUSINESS FASTER...WAS OUR DRIVING FORCE.

HOW TO

SHOP LAYOUT BY ERIC LAZAR

non-revenue-generating fixed expense.

We have taken a uniquely aggressive posture towards equipment purchasing, helping transform the franchisor’s previously held best practices of gradually building and amassing technology based on revenue.

I do have to warn you: Ours is not a model for the faint of heart. The guidance offered here, as it pertains to equipment purchases, is grounded in a few key beliefs:

Data: The numbers don’t lie. As you prepare to make a purchase, know your average monthly production per machine by quality mode, ink cost, labor, outsourcing percent, etc., and be able to compare those to the equipment specs that you are considering.

From this information, you can quickly

determine your ROI. It’s completely objective, and you can weight the values according to your business needs.

Furthermore it helps eliminate biases about brands, personalities, or even how “sexy” that machine might look sitting in your shop.

Speed: If you focus on the rate of production, it allows you to pack more punch into less area—simply put, “production capacity per square foot.” Doing so mitigates the need to purchase additional equipment sooner, reduces the necessity for outsourcing due to lack of production power, and decreases cost of labor for unnecessary over-time.

Subjectively be able to make intelligent, but conservative, assumptions about how your business is trending. Does the new

machine create substantial additional bandwidth that will allow you to level up by at least two times?

It’s very subtle, but it is incredibly empowering to begin asking clients ‘how quickly would you like it?” versus “when do you need it?”

Innovation: There is something to be said for “tried and true.” You know what you’re getting because everyone already has it. However it’s not a differentiator, and there is inherent risk with new technology.

Even as a first mover, we seek closely aligned improved capabilities for our core business as the primary focus and revolutionary developments secondary—but, finding both is always our objective.

Figure out how to do what you do better, faster, and cheaper, complemented by

IS G A G A open

FIND IT HERE! Wide Format. Inks and Substrates. Wrap and Vinyl. Digital Signage. Education. Networking. Community. And so much more... Whether you’re looking to grow your business or advance your career, everything you need to be successful is all in one place: ISA International Sign Expo® 2023! Join us at the Mandalay Bay Convention Center in Las Vegas, NV, April 12-14 to find latest products and solutions, learn from the experts, and HAVE FUN!

Use code SBI for a free trade show pass!

APRIL 12–14, 2023

SIGNEXPO.ORG

LAS VEGAS, NV

HOW TO

SHOP LAYOUT BY ERIC LAZAR

a few incremental supportive offerings.

Someone must jump in first, and in addition to gaining valuable high-tech advancements, we’ve found that there are great deals to be had as an early adopter. The manufacturers want to get their new

technology into the marketplace, create a buzz, build case studies, groom their influencers, etc. They will go to all lengths to make sure those new clients are completely satisfied so that you become a rabid ambassador for their latest creation.

ShopBot CNC. Your path to profitability.

Investment: We all have just so much money at our disposal, so figure out what that is and stretch it beyond to the point of moderate discomfort—because this is the level of equipment that the bigger shops have and what you’ll need to be competitive. The math is really quite simple, and when you break it down, it becomes unexpectedly palatable.

Assume that, for every dollar you spend on a loan or leasing payment, you need to generate about three times that in revenue to achieve break-even. Do you not have confidence that you could produce $3,000 more per month if the cost delta between “basic machine A” and “power-packed machine B” is $1,000 per month?

In the end, thoughtfully analyze the data, remain dead-eye focused on productivity, embrace innovation, and have the confidence (sheer audacity) to pack your print shop with production power.

Eric Lazar is a U.S. Marine Corps veteran and partner at SpeedPro Chicago Loop— the only two-time winner of SpeedPro’s “Project of the Year” and six-time recipient of “3-Best Sign Shops in Chicago.” SpeedPro Chicago Loop is currently a 2022 nominee for the International Franchise Association’s “Franchisee of the Year.” Read more of Eric’s insights on this subject matter at signshop.com

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HOW TO

EDUCATION BY DAVID HICKEY

Seal of Approval

There are several upcoming ISA events to help with permitting.

Advocating for better sign codes, pursuing permits, and understanding what planners are looking for in an application can make the difference in a sign project being approved or not.

But all too often, sign company employees don’t have the knowledge to tackle these tasks.

That’s why ISA’s advocacy team is working with the Sign Research Foundation and Sign Builder Illustrated magazine on two events at ISA International Sign Expo 2023, April 12-14 with a preconference day on April 11.

All of these show-related events are designed to break down codes, permitting, and regulations.

The first, Permitting 101 , features Kenny Peskin and James Carpentier of

ISA along with Jennifer Ronneberger of national sign permitting expediter company GoPermit. Together they will help those new to permitting understand the various rules and regulations, as well as the documentation needed for a successful sign permit.

During this event, they will also explain conditional use permits and variances, as well as requirements in historical districts.

Attendees will no doubt come away with time-saving tips in understanding a sign ordinance.

It’s a great opportunity for those who experience frustrations in dealing with permitting to come away with insights into getting permits approved.

This session is part of a multi-course SRF (Sign Research Foundation) Pres -

ents sign fundamentals track, which also includes sessions on Signs 101, business management basics, and tips for a successful relationship between sign companies and installers.

Another session in that same track explores Occupational Safety and Health Administration (OSHA) and Department of Transportation (DOT) requirements for interior sign work

This session is going to be presented by Edwin Foulke, the former head of OSHA under President Bush and a regular speaker at ISA International Sign Expo. Foulke is highly noted for his expertise in federal regulations.

Another area of frustration is navigating those code issues that are related to digital signage.

That’s why ISA and Sign Builder Il -

Photo: Shutterstock/ King Ropes Access.

lustrated are presenting a half-day bootcamp on Combatting Codes and Regulations related to digital signs.

I’ll be joined by SBI Editor Jeff Wooten; Deacon Wardlow, continuous improvement manager at Vantage LED, and Brandon Meyer, owner of Smart Signs (“Facts Over Opinions,” October 2022 ), as we discuss the various ways that local codes can get in the way of this lucrative line of business.

With a workshop heavy on interaction, this is an ideal event for those of you jumping into digital signage as well as those of you who have plenty of experience in dealing with frustrating code challenges. It also provides a chance to learn from experts—and each other.

Both the SRF Presents track and the Digital Signage Workshop are part of ISA International Sign Expo’s robust education lineup this year.

The Digital Signage Workshop is April 11 and is part of a pre-conference lineup of half- and full-day intensives.

There’s so much to learn so as to stay on top of our industry’s latest innovations and opportunities. ISA Sign Expo brings them all in one place so that everyone— from executives to novices—can go home with something that they can immediately apply to their businesses.

In the case of permitting and sign codes, it may make the difference in whether a job gets completed or not.

I hope you’ll plan to join me at ISA International Sign Expo. You can register at www.signexpo.org

David Hickey is vice president of Government Affairs at the International Sign Association (ISA).

THIS IS AN IDEAL EVENT FOR THOSE OF YOU JUMPING INTO DIGITAL SIGNAGE AS WELL AS THOSE OF YOU WHO HAVE PLENTY OF EXPERIENCE DEALING WITH FRUSTRATING CODE CHALLENGES.

DIGITAL PRINTING

BY JEFF WOOTEN

SVN THE MAGNIFICENT

Internet provides a strong boost for one relocated print shop.

Launching a new business is rarely an easy process so just imagine the added hurdles Facundo Miller and his business partner Brandon Quevedo faced when they decided to relocate their print business from Argentina to the United States.

Amazingly not only did they successfully open SVN Designs last June in a small physical showroom in Miami, Florida, but they have also already racked up 165,000-plus followers by posting their work on social media platforms. This has all led to rapid success with lots of orders for their unique printed artwork and signs.

Miller and Quevedo already knew the U.S. market would provide more opportunities for them than in their native country.

In Argentina, their print business was named Grafica Tecno 7. “The number seven was always very special for us,” says Miller. “We wanted to call our Miami business Seven Designs, however that name was already in use, so we went with SVN Designs”.

Today they have three other people on their staff—Jose and Pipi in production and Fede in graphic design.

All of the company’s designs are made from scratch. SVN Designs creates logos boasting an “incredible” 3D effect that attracts attention and customers. “We manufacture them out of acrylic using different thicknesses and techniques,” explains Miller.

Their production floor boasts several laser-cutting machines, a laminator, a Roland TrueVIS VG3 printer, and a Roland TrueVIS VG2-640 wide-format printer/cutter. “We use the seven-color configuration including, magenta, cyan, yellow, orange, light black, green and black, which provides outstanding color saturation,” says Miller.

The company offers acrylic wall art, acrylic signs for businesses, stickers, and keychains. Thanks to their equipment, they have recently started offering canvas wall art.

SVN Designs’ main sales channel is handled online, as their customers design and submit their orders either through their website, Instagram account, or Etsy.

“If there are no doubts from either party, we put the order into production immediately,” explains Miller. “But if the customer wants a personalized product or has questions, we initially design free mock-ups so they can see how their sign or image would look. Then once the design is confirmed, it

goes into production. Within a maximum of seven days, we ship their products.”

SVN Designs has capitalized on social media platforms (mainly Instagram and TikTok) to increase their exposure and visibility.

When they relocated, Miller and Quevedo knew they were going to focus 100 percent of their marketing on social media, strategically taking advantage of the TikTok and Reels boom. “We spent several months testing different types of videos, or ways to go viral on social media,” says Miller.

They finally hit on the right type of video formula—manufacturing the signs, doing transitions, and peppering them with a comedic tone. On Instagram, their first video

that went viral (https://bit.ly/3WOc4Vq) enjoys 2.7 million views and over 150,000 likes at press time, while a follow-up post (https://bit.ly/3Hl7qbI) garnered 2.4 million views and 160,000 likes and generated more than 140,000 followers in 15 days.

“We also have several videos on TikTok with millions of views,” says Miller, noting that are reaching nearly 90,000 followers. “One (https://bit.ly/3Jmxje1) has even reached over eight million views!”

Miller is extremely confident that the viral spread of his videos on social media has been a huge boon for SVN Designs. “Once people get to know you and start recommending you, opportunities come on their own,” he

Canvas wall art.

says. “Right now, we are working for several growing companies with expansion throughout the United States. We are really grateful that they chose us and that we are able to support them on their path to success.”

When Miller and Quevedo opened SVN Designs, they came up with the guiding slogan “From Miami to the world”—a motto they take quite literally. They are already sell-

ing to clients from seventeen countries in North and South America, Europe, and Africa and are hoping to reach many more soon.

“We have a good mix of clients,” says Miller, noting that they are also generating a “surprising number” of word-of-mouth referrals.

Corporate signage is very important to them. “Our star products are the logos we create for businesses,” says Miller.

They also show off their original designs on their website and have found these growing popular with consumers. “We offer a premium product and want to make it available to as many businesses and homes as possible,” says Miller. “We love surprising our clients. Their expressions of happiness when they see that we exceed their expectations are the best.”

The original plan for the Argentinian duo was to not open a physical showroom in Miami instead wanting to keep their work 100 percent social media-generated. “But over time, we realized that many people wanted to come by and see what we create,” says Miller.

Miller says anyone can stop by the showroom to see their manufacturing process, talk to them, or simply pick up their designs. They 100 percent guarantee that their customers will spend a pleasant time there.

In-house branding.

Woods, plastics, aluminum, and stainless steels - diverse sign materials that demand premium cutting tools to achieve the best results.

GET INTO THE FEEL OF ADA

Pointers for planning an ADA-compliant project.

Whether your shop is working directly with a manufacturer or taking on production work in-house, there is still some advice to keep in mind during the planning of an interior ADA project beyond understanding compliancy guidelines.

This month, we’ll take a look at a few pointers that your shop needs to heed attention to during these early planning stages of an ADA project.

REGULATIONS: Local vs. Federal. Although there is a Federal ADA code, keep in mind that local interpretations can prove more stringent. “The Federal law is the basis of all regulation, however the local ADA interpretation is the one that sign makers have

to follow,” says Charles Kelly, Jr., president of architectural sign systems provider Clarke Systems. “Confirm first what’s written in your local region code and then work from there.

“As time has passed, the correlation between the State and the Federal has improved immensely.”

SITE SURVEY: Assumptions. If you’re working on an ADA job where there is already signage (either a renovation or incorporating ADA with pre-existing signage), don’t assume that everything existing is already correct and compliant. “Bring irregularities to the attention of the buyer and list them in your survey,” says Kelly, Jr.

He also states the importance of reviewing all the mounting areas and paying attention to

any wall obstructions (security card readers, for example) then working from there.

“These obstructions are going to need consideration prior to your installation team’s arrival,” says Kelly, Jr. “One often overlooked situation is a door that swings out towards the pedestrian. In these cases, the installation of the sign has to move away from the door and be located nine inches on center from the door frame.”

Also Kelly, Jr., adds, if installing suspended or projecting signs (besides installing at the appropriate ADA height of eighty-four inches to the bottom of the sign), “Make sure that they are not being placed where they will impair the sightline of traditional exit signs and/or come within eighteen inches of sprinklers.”

Photos: Clarke Systems.

DELIVERABLES: Numbers versus text. There are two ways to go about developing your copy for ADA signage in a facility. It can either be numeric to identify a fixed location or room (“1250”) or text to spell out the name for a specific space (“Janitor,” “Closet,” “Conference Room,” etc.).

“We tend to make signs with the numbers and then use a changeable insert. Ongoing office changes are the nature of the beast, and they can affect this,” says Kelly, Jr. “It allows users to change the inserts using a paper or acetate insert that keeps the information up to date while at the same time complies with the Americans with Disabilities Act.”

When putting together a work order or design approval, text-based sign designs can also affect the budget of the sign, particularly since these types of signs are going to be bigger due there being more characters.

“For long-term effectiveness, it’s always easiest to use room numbering and inserts for those rooms that are known to have the greatest amount of change,” says Kelly, Jr.

DESIGN: Font decisions. A large choice of fonts are now included in software programs. “However not all fonts are ADA-compliant,” says Kelly, Jr., “so be cautious.”

Arial, Helvetica, Times New Roman, and Verdana are considered to be the ideal font choices for ADA signage.

The need for a 4.5-to-1 contrast ratio can be challenging too. “Rowmark has created color palettes and combinations that can take some of the guess-work out of understanding contrast level,” says Kelly, Jr.

SAMPLES: Check with manufacturers. The good news is that most manufacturers have a standard sample that they’ll give customers upfront to try out; even-better news is that a super-large order of ADA signage can provide a first-sample piece to review before production further proceeds. It’s really about quantity in order to test quality.

“If the piece is relevant to a very large project and has a certain color background, text, or any other kind of imagery,” says Kelly, Jr., “a working sample can be supplied to help you

understand what the finishes product is going to look like before the manufacturer proceeds into manufacturing.”

TRENDS: 3-D direct printing. Kelly, Jr., points out how high-speed printers producing multiple layers of ink that translate into a 1/32-inch-high graphic are proving to a big time-saving ADA breakthrough.

“Photopolymer or the applique method are multi-step processes. With Direct Color Systems units, both in small bed and large bed, you take a finished substrate, lay it to the table, and print to it with an ink that has an adhesion factor built in,” says Kelly, Jr. “Basically the sign is ready to install as soon as you take it off the bed—as long as you adhere to ADA guidelines.”

Kelly, Jr., says that, even with 3-D direct printing, there is still a need for other equipment on the shop production floor—rotary engravers, laser engravers, etc. “All of them complement the elements we’re talking about, as well as expand a shop’s capabilities,” he says.

ARCHITECTURAL

BY AUTHOR

BY JEFF WOOTEN

Mixing the future and the past with current ADAcompliant signage.

STEAMPUNK-

COMPLIANT

Real estate development and management firm Mandel Group recently approached Sign Effectz, Inc., a custom sign manufacturer based in Milwaukee, Wisconsin, about fabricating and installing a wide variety of signage for their then-soon-to-open SoNa Lofts apartment community in West Allis, Wisconsin.

The new SoNa Lofts has been designed

as a mix of modern interpretation and “industrial chic”—taking inspiration from the historic industrial buildings that were a major part of the area’s landscape history. Mandel Group collaborated with Sign Effectz (who prides their work being “Built for Resilience”) on various design ideas that would complement the property and drive conversation about the aesthetics.

Timing-wise the sign project had to be divided into phases.

Since the occupancy inspection dates were fast approaching after the groups’ initial discussions, the more-immediate attention turned toward delivering custom ADA signage for the property.

“Recognizing that the building complex has a modern industrial theme, certain materials were chosen to fit the

Chain-hung, steampunk-inspired sign design.

aesthetics of the building and the Mandel Group’s vision,” says Adam Brown, president of Sign Effectz. “This led to a unique sign design.”

Sign Effectz produced 300-plus steelplated ADA interior room identification signs for the property’s interior. These unit ID signs were designed to blend in as much as possible with the SoNa Lofts surroundings while still remaining compliant. “We walked the fine line of compliancy and cool creative design with this one,” says Brown.

The local ADA code required a backer panel be added to the steel plates, so Sign Effectz made these out of acrylic. “This is our go-to primary material for interior wayfinding and ADA signs,” says Brown.

Sign Effectz mounted these metallooking, ADA-compliant unit ID signs to the interior walls near each door using 3M double VHB tape.

But the signage experience does not end there. Each apartment features a unique roofline and high ceilings. This permitted Sign Effectz to get a little more creative—and more exciting—with what

they were producing.

They convinced Mandel Group to let them create and install accompanying chain-hung metal signs throughout the facility that were inspired by the popular retrofuturistic-inspired-by-nineteenthcentury steampunk aesthetic.

Before proceeding with production, Sign Effectz vetted all the finish and fabrication techniques for these metal signs—everything from rust samples and hammered metal to wide flange nuts, bolts, and rivets. “One needs to be passionate about the creative process and not just rush it through,” says Brown.

Sign Effectz crafted a laser-cut steel plate with a gun-bluing finish and then meticulously placed bold “mule”-style, 0.125-inch aluminum rivets around the room ID number on it. “It’s as if it was forged in the fiery depths of Mordor by a steampunk dwarf. That’s the type of visions we have here,” wrote Brown in his blog about the project.

The company used a light-duty chain to attach each four-and-a-half-inch-tall

steampunk metal signs to the sconce light fixtures, while the ADA-compliant unit ID wall signs rest below them. A pinched “s” hook at the chain’s top secures it to the light fixture.

One trend that Brown and his designers at Sign Effectz have noticed growing popular when it comes to ADA is adding dimension and texture to develop multilayered signs.

According to Brown, this trend can add a wider range of creative freedoms without breaking the bank. “A second and third layer of acrylic for added dimension and shape can be paired with second-surface prints,” he says. “Adding interior dressings, textiles, metals, plastics, etc., around an ADA-compliant sign can make for big wins and keep a project from being complacent with standard text and Braille signs.”

Upcoming phases of this ongoing project involving Sign Effectz will include illuminated exterior signs, a rooftop set of channel letters attached to a steel frame, and three on-property custom monument signs.

BY VANESSA THILL

NOW PLAYING!

YESCO refurbishes the vintage Park Theater marquee sign in a historic town.

Originally opened in 1946, the Park Theater in the historic town of Walden, Colorado ran two shows per night during its prime. For decades, the centrally located movie house, with its glowing marquee announcing the attractions playing inside, proved to be a popular gathering place for residents throughout Jackson County, Colorado.

However, in 1982, the theater ceased operation, and its original sign fell into an advanced state of disrepair over the decades since.

The town recently made highly visible improvements throughout the community, and with that in mind, they brought in YESCO, known for manufacturing and maintaining internationally recognizable signs, to restore the original sign to its former luster.

Today the vintage Park Theater marquee sign is back in action along Walden’s Main Street and is fully adorned in neon and resplendent in rich, new colors.

To document and examine the sign’s former condition, YESCO’s service team completed a thorough site survey.

YESCO then removed and replaced transformers and wiring, re-skinned the dented

To document and examine the sign’s former condition (pictured, left), YESCO’s service team completed a thorough site survey, taking the opportunity to look at everything that was in disrepair and determine what could be feasibly refurbished on the marquee.

and damaged face of the sign with new metal cladding, updated the flanking on informational reader boards, and created horizontal wings to extend the sign’s reach across the façade for a more dramatic impact.

An important feat of “re-imagination” took

place during the design phase as YESCO’s Denver creative director Herm Medina used a serifed Tuscan typeface for the new lettering, lending a fresh, yet period-themed, Western character to the project.

“The newly refurbished sign will deliver sig-

nificant economic benefits to our customer,” said Stephen E. Young, senior vice president of YESCO Sign & Lighting. “With the improved aesthetic, the Park Theater marquee is now certain to catch the eyes of visitors walking along Walden’s Main Street.”

The future of work is dynamic. One would need an entire book to describe the many forces affecting trends in the workplace now and in the years to come. Unfortunately, by the time that book made it to print, its contents would be out of date.

Here are a few workplace trends that will take center stage this year:

Addressing talent shortage. Korn Ferry estimates that the global human talent shortage will reach 85 million people by 2030. Companies will need strategies to incentivize their employees to stay— using long-term incentives, benefits, and flexible workplace policies to stem the outflow of employees who possess in-demand skills.

Their options will expand significantly amid the coming competition for talent. Companies will also be challenged to find

ways to automate work that is more tactical or transactional, looking to A.I. and robotics to fill gaps.

Physical and mental well-being gain importance. Talent shortages, supply-chain difficulties, business uncertainty, and war are among the global forces that are exacerbating the demand on today’s employees. The risk of burnout will remain high.

Recent studies by Gallup and ThriveMyWay revealed that 50 to 60 percent of employees say they are burned out. Reasons include needing to be available 24/7 for their employers, lack of support by their managers (many of whom may also be overwhelmed), unreasonable time constraints, and other reasons.

A Korn Ferry study indicated 89 percent of professionals say they have experienced burnout in the last two years, and 80 percent of that group says they’re more

burned out now than they were at the start of the pandemic.

Employers will need to invest in a series of countermeasures: improved workforce planning to better predict what skills/ roles (and how many roles) are needed, more generous hours and/or flexible schedules (including extra time off to recharge), tools and techniques for mental health and well-being, and expanding support for groups that may have left the workforce in an effort to woo them back.

The importance of sustainability. Creating a sustainable future is a trending topic, as nations and private organizations pursue measures to limit global warming and address the climate crisis. This will be further highlighted as Gen Z (born from 1997-2012) comes into the workforce.

Addressing climate change is the No. 1 concern among this age group, according to a recent Deloitte survey. Nearly half— 49 percent—state their personal ethics and beliefs have played a role in their career choices.

Companies won’t just push forward on sustainability because it’s the right thing to do or a good business practice, but [rather] it will be required to attract and retain the talent they need for the future.

Jesse Meschuk is a career and human resources expert at branding management consultant firm Exequity (exqty.com) .

“Recent studies by Gallup and ThriveMyWay revealed that 50 to 60 percent of employees say they are burned out.”

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

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Wide range of bed and storage box options to fit your needs 3500 pound carrying capacity on a 19,500 GVW truck