Robert Ascenzi Jr. Photos courtesy Robert Ascenzi Jr.
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 bring you Robert Ascenzi Jr., the chief operating officer (COO) of Spectra Advertising, a proud family-owned business with an impressive 31 years of experience in the industry. In his role as COO, Robert expertly oversees operations while serving as a vital link between clients and his dedicated team, ensuring seamless communication, clear expectations, and innovative product development. He also serves as the president of the Sign Association of Canada, showcasing his leadership and commitment to the industry.
Here, he shares his insights in response to our five offbeat questions—and there’s much to learn from his journey!
What’s your sign superpower?
In two words: reliability and resiliency. My strength is getting the job done on time to meet project timelines. Also, don’t tell me it can’t be done; we always find a way.
What’s the most challenging project you’ve worked on?
This was a tough project to work on. We installed red-green-blue (RGB) face-lit channel letters on a corrugated, perforated backer, along with a structure that required on-site welding. There were many moving parts, and it was essential to coordinate the various sub-trades involved to complete the project successfully.
The Hazel McCallion Central Library sign.
What’s your favourite piece of signage that you’ve created?
Over the years, I have done many cool and fun jobs, but there are too many to choose from. So, I will pick the most recent one: Saigon Park’s 4.8 m (16-ft) high self-standing channel letters with white LEDs and RGB flood lights.
Saigon Park’s 4.8 m (16-ft) high self-standing channel letters.
If signage could talk, what’s the funniest thing a sign has ever ‘said’ to you?
Funny story: About 15 years ago, my two brothers and I were installing a sign in the middle of a snowstorm. The customer had requested the sign to be installed in a specific way, but what should have been a two-hour job ended up taking us about six hours because of all the snow we had that day. We even wore balaclavas to cover our faces against the wind and looked like the Mortal Kombat character Sub Zero.
As we were packing up our tools, the customer came back to check the install. He looked at the sign and said, “The sign’s the wrong way.” Needless to say, we were not in a good mood and ended up having a snowball fight!
What’s the one piece of signage advice you wish everyone knew?
Don’t be afraid to fail. I don’t understand why society considers failure a bad thing. Failing means trying new things and stepping outside your comfort zone, which will ultimately make you better and help you grow. Try, and make sure you don’t make the same mistake twice—and don’t make the same mistake three times.
Here’s to celebrating the industry’s creative minds! See you next time.
