Hello, readers!

Welcome back to Meet the Makers, a series that takes a playful, engaging approach to showcasing the personalities and expertise of sign pros while staying rooted in the signage industry.

Each feature highlights a different sign professional, sharing their favourite projects, industry insights, and fun stories.

This week, we feature Nicole Van Boxtel, managing director at Select Signs Inc. in Ontario. After graduating from college with a background in interior design, Van Boxtel shifted gears into the signage industry, starting as a graphic designer. Her curiosity quickly turned into a passion, leading her to learn every aspect of the business—from designing and building production files to navigating bylaws and securing permits. With guidance from mentors across the shop floor, Van Boxtel built a well-rounded foundation that continues to drive her success today.

What is your sign superpower?

That is a tough question, but I would say problem-solving. No matter what the situation is or who is asking, I am always there to lend a hand and get the problem solved, whether it is someone from production asking for assistance on a bend file that is causing an issue, or a phone call from an installer asking a question about a colleague’s job. I investigate, review, and respond. I believe the only bad question is an unasked one.

Everyone I have worked with knows they can ask me for help anytime. If a question falls outside my responsibility, I refer it to the salesperson or the production manager. It’s important to ask for help, but don’t make assumptions. If you don’t ask for help and choose to guess, it can lead to costly mistakes. Humour helps as well. If you have ever met me, you know I have a joke or two up my sleeve about the sign world and a story to go along with it. It usually goes hand in hand with a question that was not asked.

What’s the most challenging project you’ve worked on?

My most challenging project was the changeover from EBGames to GameStop in 2021. Having been in business for more than 20 years, I have been fortunate enough to work on many rebranding and change-over projects, but this one was rough. We had a very tight timeframe to complete the rebranding. We worked day and night, including every weekend, for three months. We focused on completing designs, securing approvals from the client and landlords, obtaining permits, and handling production. We coordinated the removal and installation from coast to coast. Having a great team of people to work with makes all the difference in the world.

What’s your favourite piece of signage you’ve created?

I will refer to what some previous Meet the Makers contributors have stated. It is tough to pick one. You may have a favourite pylon, a favourite project, etc. I will list a few signs that hold meaning to me. The first sign I designed on my own. It was for Moxie’s Grill + Bar, and at the time, it was called Moxie’s Classic Grill. It was for Madison Centre on Yonge Street in Toronto.

Sadly, long gone, but I remember everything about it. The front and rear entrances had an existing angled glass structure. Our client wanted the design to blend in with the architecture of the building. To mimic the building, I designed a curved, open-faced neon sign on a metal structure. From creating the design layout for our client to approve, to producing the drawings, and finally seeing it installed, I felt a sense of accomplishment; I had truly made it as a “sign person.” I remember going out of my way to drive by the signs to look at them. We sign people always point out our signs to everyone with great pride. Living in the Greater Toronto Area (GTA) has allowed me to work on some projects in Ontario’s major tourist hubs. From signage at the Rogers Centre to Canada’s Wonderland, something is always happening.

A recent project that is my latest favorite was updating

the signage for Pizza Pizza on Clifton Hill—months of back and forth on designs and approvals. The removal and installation had to be done between particular early morning hours to ensure we didn’t disturb the adjoining businesses or the tourists. The installers and production team did their magic; by August 2024, it was revamped.

If signage could talk, what’s the funniest thing a sign has ever “said” to you?

“Get these squirrels out of me”. A family of squirrels made a home in a set of signs, and when we went to the site to service the sign, they were running at our installer and jumping around the wall and on his ladder. We had to leave and advise our client to call animal control.  

Birds are another common invader in the sign world. They make nests on top of or inside a sign and make a mess. All signs require regular maintenance. Depending on your sign type and location, you may require bird spikes or a net to protect your sign. A clean sign is a happy sign, and a happy sign is a working sign.

What’s one piece of signage advice you wish everyone knew?

Know your product. If you are in sales and know nothing about the sign you are trying to sell, that’s a shame. I have encountered many salespeople throughout my life, and if you do not know your product, it shows. This applies whether it is a supplier addressing a question about a specific type of lighting or a salesperson from a competing company. In his column, William Large talked about getting to know all aspects of signage. This goes right back to asking questions and learning about the signage industry. He is right. I have met some salespeople who haven’t learnt enough and thought to myself, “How have you managed to do this for so long?”

Also, the sign industry is a niche market; it’s hard to leave once you are in. Ask questions, read signage books (yes, they do exist), and complete some online courses through the International Sign Association (ISA). Attend signage-related events and network. Potential clients will go with the signage company that makes them feel comfortable and helps them understand the signage process step by step, never wondering “When am I going to get my sign?”.