February 2017 | Business View Magazine

126 127 Signarama So, they’re in business for themselves, but they’re not by them- selves. They’ve got a great team of people around them.” BVM: Anything of note recently happen at the company? JT: “We’re just completing a refresh of the brand– a change of the identity, modernizing the name, adding an icon, adding some technology to the brand itself, and moving away from our former tagline which was: ‘Signarama–Where the World Goes for Signs,’ to ‘Signarama–The Way to Growyour Business.’We’re becoming more of a marketing and consulting company for our customers. It’s not just,‘Yes, I can do your banners and your busi- ness cards,’ it’s ‘I can also help you if you’re going to do a tradeshow and give you pointers on what you should do when you’re there.’” BVM: How about going forward? JT: “We have a very heavy concentration from a mar- keting standpoint on products that fall in the category of what we call ‘wall art’ or ‘wall graphics,’ or ‘wall décor.’ You may go into a retailer or a service or hospitality business, and you begin to see, now, that instead of just painting a wall one color, that wall now has graphics on it. And what we’ve seen is double-digit growth over the past two years in wall décor as a medium. Now, our stores are much more heavily involved in being able to help clients, who are not just looking to put signs on a building, but to change the way the interior of their building looks by adding graphics to the walls, or the floor. So the same equipment that we traditionally use to create vehicle graphics and window graphics is now also being used to produce wall décor.We