Claim OwnershipBehind the Signs Podcast
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A podcast for the people who power the sign industry.
Hosted by Joe Arenella, founder of Sign Tracker, and his daughter Liz Arenella Toynes of Studio Dzo, Behind the Signs brings real conversations with sign shop owners, fabricators, designers, and industry leaders across the country.
Whether you’re launching your first sign shop, scaling a growing team, or just looking for fresh inspiration, each episode dives into the stories behind the signs — the wins, the hard lessons, and the people who make this industry tick.
Hosted by Joe Arenella, founder of Sign Tracker, and his daughter Liz Arenella Toynes of Studio Dzo, Behind the Signs brings real conversations with sign shop owners, fabricators, designers, and industry leaders across the country.
Whether you’re launching your first sign shop, scaling a growing team, or just looking for fresh inspiration, each episode dives into the stories behind the signs — the wins, the hard lessons, and the people who make this industry tick.
26 Episodes
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If you've ever felt like you're working 60-70 hours a week and still not making the money you should be — this episode is for you.
Are you pricing your sign work to actually make money — or just to stay busy? In this episode of Behind the Signs, Joe and Liz get real about one of the most common pain points in the sign industry: pricing, quoting, and knowing your numbers.
Finding reliable local installers — or trustworthy national sign companies to work with — has always been one of the biggest pain points in the sign industry. In this episode of Behind the Signs, Joe and Liz sit down with three powerhouse guests to break down ISA Install, the International Sign Association's structured networking program that connects local sign installers with national sign companies at ISA Sign Expo.
Joe and Liz take a step back from tactical advice to discuss something more foundational: understanding your core values and how they drive business success. This is the reset every sign shop owner needs as we move into 2026.
Joe and Liz sit down with Rick Chavez, a graphic design and environmental design veteran with over 30 years of experience, to discuss why design should be the foundation of every successful sign shop—not an afterthought or a loss leader.
Join Joe and Liz as they close out 2025 with a special panel discussion featuring veteran sign shop owners Tami Napolitano (Awesome Graphics, 31+ years) and Kevin McBroom (Martin Signs, 38+ years). This episode tackles the real questions sign shop owners face every day.
In this episode of Behind the Signs, hosts Joe and Liz tackle one of the most critical yet overlooked aspects of running a successful sign shop: project management systems.
Whether you're just starting out or running an established shop, this episode breaks down why implementing a project management system should be your DAY ONE priority - not your printer, plotter, or any other equipment.
Design is the heart of every great sign — yet many sign shops still give it away for free. In this episode of Behind the Signs, Joe and Liz break down why this outdated practice is costing shops thousands, hurting designers, and devaluing the entire industry.
In this episode of Behind the Signs, hosts Joe and Elizabeth sit down with Leigh Termath, co-owner of VI Print Services in Nanaimo, BC, to talk about what every sign shop owner eventually faces — mistakes.
In this episode of Behind the Signs, Joe and Liz dive into one of the most uncomfortable—but unavoidable—realities of running a sign business: making mistakes.
In this episode of Behind the Signs, Liz and Joe dive into one of the most important (and often overlooked) aspects of running a successful sign shop — customer retention. From handwritten thank-you cards and swag boxes to company mottos and vetting client relationships, they share practical, real-life strategies for building long-term customer loyalty in a project-based industry.
In this episode of the Behind the Signs Podcast, we sit down with John Lewis, owner of Lewis Sign Builders in Buda, Texas. From inheriting the family business at 29 to growing it into one of the most respected sign shops in Austin, John shares the real talk behind sustainable growth, building a meaningful sales strategy, and leading with purpose.
In this episode of Behind the Signs, Joe and Liz dive deep into one of the most polarizing topics in the sign industry: sales. But this isn’t your typical cold-call, pitch-heavy sales talk. Instead, they explore how different models of relationship building, community outreach, and brand trust can grow a sign shop—without ever hiring a traditional salesperson.
What does the future of sign shop training look like?
In this special live episode of the Behind the Signs Podcast, recorded at the ISA Sign Expo 2025 in Las Vegas, hosts Liz and Joe sit down with two of the industry’s leading educators: Wendy Graves, co-founder of Make It Happen Signage Academy, and Sapna Budev, Executive Director of the Sign Research Foundation and VP of Education at ISA.
In this episode of Behind the Signs, Joe and Liz break down one of the most frequently asked questions from the community—how do you train your team and grow your sign shop through education? Whether you’re hiring your first employee or developing a formal training program, this episode is packed with real talk and actionable insights.
What does it take to build a thriving sign shop, expand across state lines, and manage it all remotely? In this episode of Behind the Signs, we sit down with Tami from Awesome Graphics, a trailblazer in the sign industry who has scaled her business while maintaining freedom, flexibility, and a strong company culture.
Tami shares how a personal milestone inspired her to let go of the day-to-day, implement systems like SignTracker, and empower her team to step into leadership. If you’re a shop owner struggling with burnout, delegation, or systematizing your workflow, this conversation is packed with actionable advice and real-world insights.
Ready to scale your sign shop without burning out?
In this episode of Behind the Signs, Joe and Liz dive into the mindset shift from working in your business to working on it. From hiring your first team member to building scalable systems like SignTracker and Google Drive, this conversation is packed with real-world tips for sign shop owners looking to grow sustainably.
In this episode of Behind the Signs, Joe and Liz dive into one of the most personal and powerful topics yet — what it really takes to become a great leader in the sign industry.
From the emotional rollercoaster of letting go of team members to the structure of professional improvement plans, they share hard-earned lessons, personal stories, and systems that helped them grow from "the boss everyone likes" to true leadership.
You’ll learn:
Why boundaries matter in small teams
How to handle difficult employee situations with compassion and structure
The difference between punishment and growth plans
How your company can become a tool for personal transformation
Tips for avoiding burnout and building support systems
This one is a must-listen for new managers, sign shop owners, or anyone looking to build a better workplace.
In this inspiring episode of Behind the Signs, hosts Joe Arenella and Liz Arenella Toynes talk with Ashley Borell Miner, CEO of Steel Art Company, one of the leading wholesale sign fabricators in the U.S.
Ashley shares her journey from furniture retail to taking over her family’s business, her philosophy on leadership, and how Steel Art has become a 7-time Boston Globe Top Workplace. She discusses:
Building a thriving company culture
Leading as a woman in a male-dominated industry
Creating growth through delegation
Empowering employees and improving retention
Balancing motherhood and business ownership
Whether you run a small shop or a growing business, Ashley’s insights on leadership, empathy, and resilience are packed with practical wisdom.
👉 Learn more about Steel Art Co: https://www.steelartco.com
🎯 Try Sign Tracker free: https://www.sign-tracker.com
🎙 Subscribe for more conversations that move the sign industry forward!
In Part 3 of our “So You Want to Start a Sign Shop” series, Joe and Liz Aranella are joined by special guest Russell Toynes — branding expert, sign shop owner (Studio Dzo), and creative leader — to dive deep into how to build a strong, authentic brand for your sign business.
From creating a meaningful company name to understanding how branding, marketing, and sales all work together, this episode is packed with actionable advice whether you’re just starting out or looking to take your shop to the next level!
✅ Learn why your “why” matters more than your logo
✅ How to create a brand customers trust
✅ Marketing ideas beyond brochures and business cards
✅ Plus, why branding is like flossing!
🚀 Don’t forget to like, comment, and subscribe for more episodes that help you build a better business.
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