Imagination Corporation: Ordinary simply doesn’t cut it

by | 6 June 2019 12:17 pm

By Sonia Yooshing

Whether it is a unique sign, an eye-catching storefront, or a theme park, Imagination Corp., ensures every project is one-of-a-kind. Operating from their backyard in a small town in British Columbia, this unique family company believes in merging state-of-the-art tools with old-world craftsmanship with a dollop of imagination to create a magical experience for its clients. For them, ‘ordinary’ simply does not cut it.

Some would argue a lot of signs today are mere letters stuck on a flat substrate, devoid of much creativity. However, the Imagination team prefers to take a radically different approach to counteract the perceived blandness. For them, signs encompass everything that promotes a business, product, or service; this leaves a lot of room for the imagination!

Having been in the business for more than 50 years, this sign shop specializes in the design and construction of custom environments and themed dimensional signs that incorporate 3D sculptures into their design. The team’s passion and expertise reflects in their creative output—a sign is a landmark for any business—and their signs speak for themselves.

Sign Media Canada recently spoke with Dan Sawatzky, the creative force and owner of Imagination Corp., about his career as a signmaker, how his business has grown since its inception, and what the future holds for his company and the sign industry.

Sign Media Canada (SMC): What is the history of your sign shop and how has the business grown over the years?

Dan Sawatzky (DS): I started in the sign business at the tender age of 14, doing seasonal window splashes. This ultimately led to owning my sign shop in Vancouver Island while still in my teens. We incorporated as Imagination Corp., in 1991; that gives our shop a 51-year history. We relocated to Chilliwack, a small town in British Columbia, in 2000, and built our current shop in 2003.

Today, our business spans nearly 372 m² (4000 sf) of studio space. With six of us being related, we are definitely a family company: founders—Dan Sawatzky (father) and Janis Sawatzky (mother), partners—Peter Sawatzky (son), Hailey Sawatzky (daughter-in-law), Becke Sigaty (daughter), Grant Sigaty (son-in-law), and only two other employees, Matt Marriot and Brent Heimstra. We sometimes have extra staff onboard when the volume of work    warrants it.

SMC: What type of signage does your shop primarily make? What type of projects have you undertaken recently?

DS: We specialize in designing, fabricating, and installing custom elements. We create all our designs in-house and only do dimensional signs in our shop. The bulk of our work is for theme park projects, although we make standalone signs for businesses, too. Lately, we have been doing theme park projects exclusively.

SMC: What equipment do you currently use to complete your sign projects?

DS: We use a variety of equipment in our shop. Two of the biggest pieces of our machinery include a MultiCam 3000 series 1.2- x 2.4-m (4- x 8-ft) four-axis computer numerical control (CNC) router and a MultiCam 1.5- x 3.1-m (5- x 10-ft) CNC plasma cutter.We also have five Miller welders, a hand-held plasma cutter, and a large assortment of power and hand tools.

SMC: What does your planning and design process involve?

DS: Almost all our projects undergo a unique and separate design process. We hand draw our concept sketches using an iPad as an interface from my iMac. We prefer keeping things a little loose on purpose to allow us the creative freedom as we build.

Our signs are not last-minute afterthoughts pasted onto a building. Instead, we strive to make our signs an integral part of the project’s landscape and structure. For instance, if a project needs a single feature piece or something unusual—we collaborate with our clients to ensure the quality of our work exceeds their expectations. It is imperative signs tell stories—and inform clearly—without having to read the text. Our results speak for themselves.

SMC: How is technology changing your business?

DS: Until 2006, we created all our signs by hand. Ever since we purchased the MultiCam 3000 series router, our production has ramped up with an improvement in quality at the same time. The MultiCam plasma cutter allows us to design custom fancy brackets in-house as well.

I did all the design by hand until 1999. After we purchased a drawing tablet and a computer, I continued drawing by hand, but it was recorded digitally as I drew. This meant I could easily share files with far-flung customers without having to scan my sketches.

With this transition over time, changes to concepts are easy to accomplish as well. We are an Apple studio, with the exception of two computers that run the plasma cutter and router. The introduction of iPads and digital pencils a few years ago was a game-changer for professionals in the industry. I realized I could design more fluidly and without any lag. I would not want to go back to pen and paper now.

SMC: What makes your company unique? How do you encourage employee training?

DS: We love to hire young, ambitious individuals brimming with innovative ideas. They help us pursue our dream—creating imaginative worlds that transport people from this realm to places of delight and wonder. In return, we help refine their skills and hone their talent. Eventually, they move on to chase their dreams while we continue with ours, having made another great friend in the process.

Each team member is trained in all aspects of the work process. They are eager to learn just as we are to teach. Employees are trained in carpentry, metalworking, welding, sculpting, paint finishing, and much more. Senior employees also receive first aid and forklift training. Not only do we teach the “hows” of the business but also the “whys.”

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

DS: I believe there are a few important things one needs to keep in mind to be successful in the sign business. We have found success by purposely positioning ourselves in a niche industry—this means there is no competition. Samples are critical. We have more than 150 elaborate samples on display. When a prospective customer comes to us, they have a preconceived idea (and price) in mind. That is not what we want to sell them. Instead, we want to sell something that works for our clients, stands out from the ordinary, and, most importantly, reflects our creative style. We want them to come to us because they like what they see.

Another key to staying successful in the sign industry is learning to say “no” to any project that does not complement our work or style. We typically turn down nine out of 10 customers who approach us, leaving room for only the best and most creative jobs.

SMC: What are the future plans for your business?

DS: Now with Peter and Hailey as majority owners of the business, our succession plan
is taken care of. As for me, I do not intend to retire or quit anytime soon; I thoroughly enjoy what I do. We will continue moving ahead and doing the kind of work we are so passionate about; there is certainly no dearth of projects. For more information, visit www.imaginationcorporation.com.

Source URL: https://www.signmedia.ca/imagination-corporation-ordinary-simply-doesnt-cut-it/

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