Comsign combines traditional signmaking with modern equipment.
“We developed our reputation by supplying standoffs and rod and wire suspension components to them,” says Wilkie, “then we expanded that relationship to include interior signage and custom routing services.”
While the custom work tended to involve a two- to three-
week turnaround for client orders, the standoff distribution side of the business was much faster-paced, with daily shipments of off-the-shelf products. This dichotomy of customer-facing services has helped keep Comsign busy at all times.
Empowered by specialization
As Comsign’s services have become more specialized, it has both grown in terms of productivity and shrunk in terms of in-house capacity.
“It was hard to hire employees during Alberta’s boom years, so we streamlined our operations instead,” Wilkie explains. “We now have half the staff we used to—five today compared to 10 about a decade ago—and we have chosen to form new relationships with other companies in the industry. This means working closely with many organizations one might otherwise think of as our competitors. We subcontract out a lot of digital printing of banners, specialized processes like metal fabrication, screenprinting and most of our installations. We’ve learned not to try to be everything to everybody. And because we are well-established and ‘lean,’ we have the luxury of being able to say no when a project isn’t a fit for us. It is very empowering when you can pick your battles.”
For one thing, Comsign does not attempt to fulfil wayfinding programs for large-scale facilities like hospitals.
“We like 10 floors or less, as we mainly focus on custom-fabricating one-of-a-kind signs systems and displays,” says Wilkie. “With digital signage, for example, we’ll house a video display directory within a surround that’s visually appealing. The result looks a lot nicer than a typical screen on a wall. You can present more of a ‘value add’ when you have skills other companies do not offer.”
The shift toward architectural signage was well-timed for a boom in residential and commercial construction.
Passing on the baton
Looking to the future, Wilkie is planning to retire and pass Comsign along into yet another owner’s hands. Lately, he has tapped into outside professional advice to help gear up the business for sale.
“We’ve had lots of challenges over time and our biggest success is we’re still around after all of these years,” he says. “We see a bright future for Comsign, but the process of preparing for succession is a new type of challenge we continue to work through. We don’t yet know who will step in.”
Selling the business, however, will not mean an end to signmaking for Wilkie. Rather, he says he plans to help the new owner(s) and carry on making more traditional signs throughout his retirement.
Crafting Architectural Signage
