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KEY TO SUCCESS

 

Company: Berkeley Signs

 

Project: Hand-painted signs  

 

Key to success: Saying “can do” to sign-painting projects can create a profitable niche.

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Automobile-related businesses have provided a number of sign painting opportunities. In this case, the management of the parking garage wanted a reflective wall graphic. This could have been an unreasonable request, but I was able to accommodate their wishes by rubbing white and copper mica powder directly onto wet oil enamel. It really reflects well when the headlights hit it.

I used Ronan Aqua-Coat on a dark pounce pattern so I could see the lines clearly and apply the paint thickly without runs. I did need to double-coat it, but I was pleased when very little touch-up was required. This photo shows how it is possible to gain speed by systematically working the comfortable brush angles rather than working letter by letter.

This probably should have been a panel, but it wasn’t as tortuous to paint as it looks. I used water-borne enamel, which doesn’t “run” when it is thick. I lightly pressure-washed the black pounce powder away after the paint was dry because powder gets trapped in the brick lines and looks dirty.

Rick Williams recently noted that it is difficult to find anyone in his area willing to learn sign painting. He followed by stating a few months later that it was a challenge to find a young person who was hungry enough to do simple manual labor at all. Sign painting, as a profession, is challenged by both of these realities because it does take a commitment to make real money, and it is hard work. The fact is there are a few types of sign projects that need to be done the old-fashioned way with serious manual labor. I used to supplement my sign painting with painting buildings and the physicality of it was brutal. I got out of building painting because I was being underbid by ridiculous amounts. Supply and demand works in my favor with sign painting. There are simply not very many people out there who are poised to take on routine sign painting contracts.

Sign work has continuously benefited from labor-saving equipment. Gold leaf and neon have come close to extinction, in part, because sign makers themselves have been happy to make signs in faster and easier ways. I have heard that no one misses lettering lines of Helvetica since the plotter has come along. The old ways can also be much more challenging to sell because clients don’t want to pay for the extra labor. Perhaps opportunities for painting are diminishing, but this trend can also become a self-fulfilling prophesy. I suggest not passing up work that requires convincing the client that “nobody does this type of work any more.” The main reason is that I’m happy to do jobs that don’t call for large material out-lays, out-sourcing or set-up fees. I might be able to make “better” money with mark-ups and quick signs, but it isn’t usually as great a deal after I count up the expenses. Some painting work might be monotonous, but I’m fine with earning $3,400 for three and a half days of effort that used a quart of paint and a couple dollars worth of wear and tear on my back… I mean brushes.

Fortunately, it seems that certain types of commercial hand-lettering projects are somewhat protected from obsolescence. There are several reasons why some signs must be painted, but they all have one thing in common, a client becomes convinced that is the way it should be. An argument can often be made for alternatives to painting, but if the client gets “painting” in mind, I tell them, “Yo, can do!” Lettering on certain rough surfaces should utilize a panel or dimensional letters, so I will mention that alternatives exist, but I make sure clients know I can paint directly onto the wall. In the case of roll-up doors and existing awnings, it is clear that they cannot be done any other way.  It is great when clients feel they have to hire me because they think I’m the “last sign painter” they will ever find. On the other hand, it is amazing how many people will consider the option of paint when they are aware that it is possible.

 

I’ve stuck with sign painting for a long time, and the result has been that my favorite specialty provides some regular work. In the beginning, I had to put up with major underbids as I learned to judge the value of individual projects. (OK, they still happen now and then.) Time can play tricks on me when I’m lettering a large wall. Sign painting can be a hard way to make a living when the time/money matrix is not working in my favor, but it becomes easier with experience.  In the photo captions I have shown examples of paint projects, with a mention of some of my working strategies. One important consideration is to choose the right paint system for the specific situation. Another is to not be fooled by time-consuming access angles or a square area of wall space that is larger than you imagined. The key is to understand the time involved in each job, which means planning the materials and methods carefully so that the hard physical labor is reasonably balanced with the compensation. 

 

It is surprising how well a pounce pattern will conform to odd-shaped substrates. Don’t be deterred. A chalk pattern works fine on heavily corrugated surfaces, without the need to retrace.

About $600 for this “fun” project.

Existing awnings have to be painted, in my book. I recommend hand-painting over masking over vinyl solutions. This type of job was intimidating when I was a beginner, but with practice, it has become one of my most relaxing specialties.