Signs of the Times - July 2020 - 35

NALED IT! Jason Nale, Nazareth Sign Co., takes special care to make
sure all of the intricate details in his designs are just right. Through
the internet, Nale does work for clients all around the globe.
WOW-ING THE CUSTOMER
When a customer messages, calls
or visits your shop to discuss their
project, listening is key. "You get
little tidbits from people. Maybe they
bring a little sketch to show you.
Then you have to elaborate on it,"
said Bob Lacy, proprietor of Chatham
Sign Shop (Chatham, MA). "Then
there's a lot of back and forth."
"First, we talk about the type of look
they want," said Jason Nale, owner
and designer of Nazareth Sign Co.
(Nazareth, PA). "I prefer customers
that want my style. I've done enough
work now that I can weed out the
customers that want clip-art, Etsy-ish
logos."
Elaine Wallis, partner and designer
at Signature Sign & Image (Niagara

Falls, ON, Canada) starts at the source.
"I really look at where the sign will
go, its vantage points, where it will
be seen." She designs from there.
"That means scale, impact... it's got
to have a wow factor. Everything else
is secondary."
Lacy asks for location photos before
he or his designer, Tim Graham, begins
the creative work. "We like to get a
picture of where a sign is going, with
dimensions. That way we can paste
in a mock-up," he said. Lacy's next
step is research. "Then we gather
information," he said. "We go to their
store, or their website." Getting a
feel for a customer's business gives
their designs an edge. "We might see
something or think of something that
someone else might miss." Then the

selling kicks in. "You got to hit them
with what you really want to sell. Be
specific about what they're getting,"
Lacy advised.
After discussing the formal qualities
of the project, what then? Again,
Wallis gets straight to the point: "I
show the customer one [sketch],"
she said. "I've done three or five
[sketches] by then, and worked it
out. I kind of talk them through it.
Clients trust you." Nale agreed. "I'm a
one-proof guy. I like to do one design
and send it to them. They can make
changes from there."
TO FEE OR NOT TO FEE
So, with design concepts in your
head, on paper and probably in your
computer, have you made any money
SIGNSOFTHETIMES.COM

35


http://www.SIGNSOFTHETIMES.COM

Signs of the Times - July 2020

Table of Contents for the Digital Edition of Signs of the Times - July 2020

Contents
Signs of the Times - July 2020 - Intro
Signs of the Times - July 2020 - BB1
Signs of the Times - July 2020 - BB2
Signs of the Times - July 2020 - BB3
Signs of the Times - July 2020 - BB4
Signs of the Times - July 2020 - Cover1
Signs of the Times - July 2020 - Cover1a
Signs of the Times - July 2020 - Cover1b
Signs of the Times - July 2020 - Cover2
Signs of the Times - July 2020 - 1
Signs of the Times - July 2020 - Contents
Signs of the Times - July 2020 - 3
Signs of the Times - July 2020 - 4
Signs of the Times - July 2020 - 5
Signs of the Times - July 2020 - 6
Signs of the Times - July 2020 - 7
Signs of the Times - July 2020 - 8
Signs of the Times - July 2020 - 9
Signs of the Times - July 2020 - 10
Signs of the Times - July 2020 - 11
Signs of the Times - July 2020 - 12
Signs of the Times - July 2020 - 13
Signs of the Times - July 2020 - 14
Signs of the Times - July 2020 - 15
Signs of the Times - July 2020 - 16
Signs of the Times - July 2020 - 17
Signs of the Times - July 2020 - 18
Signs of the Times - July 2020 - 19
Signs of the Times - July 2020 - 20
Signs of the Times - July 2020 - 21
Signs of the Times - July 2020 - 22
Signs of the Times - July 2020 - 23
Signs of the Times - July 2020 - 24
Signs of the Times - July 2020 - 25
Signs of the Times - July 2020 - 26
Signs of the Times - July 2020 - 27
Signs of the Times - July 2020 - 28
Signs of the Times - July 2020 - 29
Signs of the Times - July 2020 - 30
Signs of the Times - July 2020 - 31
Signs of the Times - July 2020 - 32
Signs of the Times - July 2020 - 33
Signs of the Times - July 2020 - 34
Signs of the Times - July 2020 - 35
Signs of the Times - July 2020 - 36
Signs of the Times - July 2020 - 37
Signs of the Times - July 2020 - 38
Signs of the Times - July 2020 - 39
Signs of the Times - July 2020 - 40
Signs of the Times - July 2020 - 41
Signs of the Times - July 2020 - 42
Signs of the Times - July 2020 - 43
Signs of the Times - July 2020 - 44
Signs of the Times - July 2020 - 45
Signs of the Times - July 2020 - 46
Signs of the Times - July 2020 - 47
Signs of the Times - July 2020 - 48
Signs of the Times - July 2020 - 49
Signs of the Times - July 2020 - 50
Signs of the Times - July 2020 - 51
Signs of the Times - July 2020 - 52
Signs of the Times - July 2020 - 53
Signs of the Times - July 2020 - 54
Signs of the Times - July 2020 - 55
Signs of the Times - July 2020 - 56
Signs of the Times - July 2020 - 57
Signs of the Times - July 2020 - 58
Signs of the Times - July 2020 - 59
Signs of the Times - July 2020 - 60
Signs of the Times - July 2020 - 61
Signs of the Times - July 2020 - 62
Signs of the Times - July 2020 - 63
Signs of the Times - July 2020 - 64
Signs of the Times - July 2020 - Cover3
Signs of the Times - July 2020 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/sott_202010
https://www.nxtbook.com/nxtbooks/STMG/sott_202009
https://www.nxtbook.com/nxtbooks/STMG/sott_202008
https://www.nxtbook.com/nxtbooks/STMG/sott_202007
https://www.nxtbook.com/nxtbooks/STMG/sott_202006
https://www.nxtbook.com/nxtbooks/STMG/sott_202005
https://www.nxtbook.com/nxtbooks/STMG/sott_202004
https://www.nxtbook.com/nxtbooks/STMG/sott_blackbook_2020
https://www.nxtbook.com/nxtbooks/STMG/sott_202003
https://www.nxtbook.com/nxtbooks/STMG/sott_201802
https://www.nxtbook.com/nxtbooks/STMG/sott_201801
https://www.nxtbook.com/nxtbooks/STMG/sott_201712
https://www.nxtbook.com/nxtbooks/STMG/sott_201711
https://www.nxtbook.com/nxtbooks/STMG/sott_201710
https://www.nxtbook.com/nxtbooks/STMG/sott_201709
https://www.nxtbook.com/nxtbooks/STMG/sott_201708
https://www.nxtbook.com/nxtbooks/STMG/sott_201707
https://www.nxtbook.com/nxtbooks/STMG/sott_201706
https://www.nxtbook.com/nxtbooks/STMG/sott_201705
https://www.nxtbook.com/nxtbooks/STMG/sott_201704
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2017
https://www.nxtbook.com/nxtbooks/STMG/sott_201703
https://www.nxtbook.com/nxtbooks/STMG/sott_201702
https://www.nxtbook.com/nxtbooks/STMG/sott_201701
https://www.nxtbook.com/nxtbooks/STMG/sott_201612
https://www.nxtbook.com/nxtbooks/STMG/sott_201611
https://www.nxtbook.com/nxtbooks/STMG/sott_201610
https://www.nxtbook.com/nxtbooks/STMG/sott_201609
https://www.nxtbook.com/nxtbooks/STMG/sott_201608
https://www.nxtbook.com/nxtbooks/STMG/sott_201607
https://www.nxtbook.com/nxtbooks/STMG/sott_201606
https://www.nxtbook.com/nxtbooks/STMG/sott_201605
https://www.nxtbook.com/nxtbooks/STMG/sott_201604
https://www.nxtbook.com/nxtbooks/STMG/sott_201603
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2016
https://www.nxtbook.com/nxtbooks/STMG/sott_201602
https://www.nxtbook.com/nxtbooks/STMG/sott_201601
https://www.nxtbook.com/nxtbooks/STMG/sott_201512
https://www.nxtbook.com/nxtbooks/STMG/sott_201511
https://www.nxtbook.com/nxtbooks/STMG/sott_201510
https://www.nxtbook.com/nxtbooks/STMG/sott_201509
https://www.nxtbook.com/nxtbooks/STMG/sott_201508
https://www.nxtbook.com/nxtbooks/STMG/sott_201507
https://www.nxtbook.com/nxtbooks/STMG/sott_201506
https://www.nxtbook.com/nxtbooks/STMG/sott_201505
https://www.nxtbook.com/nxtbooks/STMG/sott_201504
https://www.nxtbook.com/nxtbooks/STMG/sott_201503
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2015
https://www.nxtbook.com/nxtbooks/STMG/sott_201502
https://www.nxtbook.com/nxtbooks/STMG/sott_201501
https://www.nxtbook.com/nxtbooks/STMG/sott_201412
https://www.nxtbook.com/nxtbooks/STMG/sott_201411
https://www.nxtbook.com/nxtbooks/STMG/sott_201410
https://www.nxtbook.com/nxtbooks/STMG/sott_201409
https://www.nxtbook.com/nxtbooks/STMG/sott_201408
https://www.nxtbook.com/nxtbooks/STMG/sott_201407
https://www.nxtbook.com/nxtbooks/STMG/sott_201406
https://www.nxtbook.com/nxtbooks/STMG/sott_201405
https://www.nxtbook.com/nxtbooks/STMG/sott_201404
https://www.nxtbook.com/nxtbooks/STMG/sott_201403
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2014
https://www.nxtbook.com/nxtbooks/STMG/sott_201402
https://www.nxtbook.com/nxtbooks/STMG/sott_201401
https://www.nxtbook.com/nxtbooks/STMG/sott_201312
https://www.nxtbook.com/nxtbooks/STMG/sott_201311
https://www.nxtbook.com/nxtbooks/STMG/sott_201310
https://www.nxtbook.com/nxtbooks/STMG/sott_201309
https://www.nxtbook.com/nxtbooks/STMG/sott_201308
https://www.nxtbook.com/nxtbooks/STMG/sott_201307
https://www.nxtbook.com/nxtbooks/STMG/sott_201306
https://www.nxtbook.com/nxtbooks/STMG/sott_201305
https://www.nxtbook.com/nxtbooks/STMG/sott_201304
https://www.nxtbook.com/nxtbooks/STMG/sott_201303
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2013
https://www.nxtbook.com/nxtbooks/STMG/sott_201302
https://www.nxtbook.com/nxtbooks/STMG/sott_201301
https://www.nxtbook.com/nxtbooks/STMG/sott_201212
https://www.nxtbook.com/nxtbooks/STMG/sott_201211
https://www.nxtbook.com/nxtbooks/STMG/sott_201210
https://www.nxtbook.com/nxtbooks/STMG/sott_201209
https://www.nxtbook.com/nxtbooks/STMG/sott_201208
https://www.nxtbook.com/nxtbooks/STMG/sott_201207
https://www.nxtbook.com/nxtbooks/STMG/sott_201206
https://www.nxtbook.com/nxtbooks/STMG/sott_201205
https://www.nxtbook.com/nxtbooks/STMG/sott_201204
https://www.nxtbook.com/nxtbooks/STMG/sott_201203
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2012
https://www.nxtbook.com/nxtbooks/STMG/sott_201202
https://www.nxtbook.com/nxtbooks/STMG/sott_201201
https://www.nxtbookmedia.com