Elevated Signs: Born in the pandemic, ready for the boom

by brittney_cutler | 15 September 2021 8:00 am

By Eudore R. Chand

Terence Davis, owner of Brantford, Ont.-based Elevated Signs, is a confident man, and backed by a team of skilled professionals, he decided to forge ahead this past March with the launch of his business, despite being in the clutches of a global pandemic. Sign Media Canada spoke with Davis to ask why he took such a risk, and what he sees as the future of his company.

Sign Media Canada (SMC): What is the history of Elevated Signs?

Terence Davis (TD): Elevated Signs Inc., was established in March 2021, amid all the chaos of the global pandemic. Our goal was to enter the market providing a trusted service for our customers that fulfils their needs on a budget they can afford.

Combined, our team has over two decades of experience in the signage industry, not to mention a firm grasp of marketing, advertising, and graphic design. We can provide advice and product solutions to meet all our customers’ needs. Being in the industry this long has allowed us to form long-standing relationships with multiple vendors across southwestern Ontario. With an extended family of local manufacturers and installation crews, we have eliminated the multiple quote process, allowing the customer peace of
mind when choosing the sign that fits the right application.

SMC: What makes your company unique?

TD: Similar to some other businesses in this industry, we are a family business. However, we like to think we differ from most others in that we consider clients as extended family. No surprises. No buyer remorse. Nothing is worse than getting something you didn’t want because you didn’t know better. At Elevated Signs, we guide our customers in making the appropriate decisions for their project be it the size of the sign, most suitable design, best choice of colours, and so much more. Nothing is worse than having a sign you are not happy with, and for most companies this is a big investment, so it better be right.

We hear other sign companies say, “no job is too big, no job is too small.” In our experience, we have found this is true if you can wait a while for them to finish the larger jobs. Top clients take production precedence in most cases. With Elevated Signs, we will make sure any sized job is the priority. With having multiple vendors, we can pick who can meet the timeline on your project. Any company can bid for projects, but we strive to offer something much different than just a number. We offer an experience.

SMC: How large is the facility?

TD: We are currently working from our homes. The benefit is the best and most creative work often stems from your household. Along with this, it allows the client to feel more relaxed and at ease with their decision-making rather than being stuck in an awkward boardroom. We come to them and are open to meeting at the potential job site or even at a local restaurant, whatever is most convenient.

That said, many of our vendors have large facilities of 15,240-m² (50,000-sf) and larger, so size of projects is not a concern for us. One day we may decide to open our own shop. However, for now, we are happy to help our team of local sign manufacturers keep their doors open by assisting them with different opportunities.

SMC: What type of signage does your company primarily sell?

TD: We have the capabilities of providing our customers with any signage they need, from digital prints to channel letters to pylon signs. We also provide consulting services, take on franchise sign programs, or rebranding opportunities, we do it all.

SMC: What type of projects have you been working on recently?

TD: We recently assisted an athletics training facility and we are working on some new store openings. Our service consisted of site meetings, conceptual renderings, site surveys, final designs, print and manufacturing files for permitting and then production, project
co-ordination, arranging installation, and completion photos.  

SMC: How much of the sign installation process is handled in-house?

TD: None, we outsource our installations and that benefits our clients. All installers are not the same; each one has their own speciality. Some have specialized electrical experience, another might have a large crane, some will even provide services into towns we didn’t  know existed.  During sign installations, certain problems can arise from time to time that may not be accounted for. Our installers have seen it all, and with their own experiences know how to troubleshoot these issues and get the installation done right.

Also, the installers we work with have the proper training and hold certifications for installation. The crews are professional, knowledgeable, and very safety minded. They take no risks with our clients’ investment and no risks with personal safety.

SMC: What tools/equipment do you use to complete your projects?

TD: We use design software consisting of Photoshop, Illustrator, and Corel to produce designs, renders, and scaled drawings. Our sign partners are chosen based specifically on their expertise and state-of-the-art equipment (digital printers, plotters, environmentally friendly paints, metal bending, welders, etc.) in order to produce exactly what the client wants.

SMC: What does your planning process involve?

TD: Our planning process starts with a client’s idea. After that, we jump through hoops to get them what they want within their timeline and budget. Sometimes customers request  something that isn’t plausible; permits won’t allow it or the materials they want to use will not work for the type of sign, or the cost to make it would be over the top. This is where we really shine! We will suggest more appropriate materials and design options and educate them as to why.

First meetings are always the most important time spent with the client. This is where they get excited about their ideas coming to life. Often customers are nervous about turning their vision into a reality.  After all, it is an important decision which sends a message or makes a statement that everyone will see, and, despite what
the old saying suggests, “everyone does judge a book by its cover.”

From there, we may do a site walkthrough, take pictures and/or conduct a site survey. If we are not available, we would arrange for one of our installers to take this on, especially if measuring at height is required. Having the installer involved at this stage also allows us to see how they interact with the client and establish that relationship.  It is important for us to identify if they can work together and establish a rapport should the sign need servicing in the future.

After an idea is agreed upon, we will start designs, choose colour schemes and select hardware and materials. These designs are then presented to the client and any changes are discussed.

Then, once a price is agreed upon, we turn our attention to picking the correct vendor who can provide the type of sign requested and within the customer’s timeframe. Permit application is also done at this time to ensure there are no issues prior to manufacturing the sign.

Finally, when the sign is near completion, we turn our attention to contracting the installer and confirming logistics. Once the sign is complete, the installation will commence. Our installer will test the signs prior to leaving site and take completion pictures.

SMC: How is technology changing your business?

TD: There are now ways to manufacture signs that are more environmentally friendly, reduce waste, and are made from sustainable products. Other examples include new vinyl materials and inks that last and hold their colours longer. New adhesive technologies also allow for reusable, repositionable, and re-sticking of vinyl. This means less waste during manufacturing with error forgiveness.

SMC: What is the key to staying successful in this industry?

TD: Our business is based on who we know and trust to get the job done at the best
price without compromising perfection. It is important to listen to your clients’ wants and needs and give it to them. Repeat business and recommendations are gold. That’s when you know you are successful in the industry.

SMC: How has COVID-19 affected the start-up of your new business?

TD: COVID-19 has been a blessing in disguise. Due to the initial fear caused by the pandemic, many businesses put their advertising, including signed contracts, on hold. For us, this resulted in layoffs due to a shortage of work. However, that provided us with enough uninterrupted time to put together a business plan that centred around the notion of “let’s do this, we’ve got nothing to lose.” This was the best time to take action knowing things will look up very soon and we can be there at the re-start.

SMC: What are the future plans for your business?

TD: Our future plans include entering the U.S. market and growing our sales force. We will continue to develop relationships with vendors and installers. Elevated Signs is on a mission to “rise above our competition.”

Source URL: https://www.signmedia.ca/elevated-signs-born-in-the-pandemic-ready-for-the-boom/

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