Claim OwnershipBehind the Signs Podcast
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Description
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.
19 Episodes
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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 In this episode of Behind the Signs, Joe and Liz break down why this outdated practice is costing shops thousands, hurting designers, and devaluing the entire industry.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.
What’s in a name? When starting a sign business, your name can make or break your brand. In this episode of Behind the Signs, Joe and Liz dive deep into choosing the right name for your sign company, what it communicates to customers, and how to avoid costly naming mistakes. 🚨
🔍 In This Episode:
✅ Does your business name limit your growth? What to consider before locking it in.
✅ Avoid legal trouble! Trademark issues & why you MUST check your name first.
✅ Local vs. National Branding – Should you include your city or go broader?
✅ The power of perception – How a strong name makes you look bigger (even if you’re just starting).
✅ Branding beyond the name – The role of logos, colors, and messaging.
Thinking about launching your own sign business? This episode will help you pick the right name and avoid costly rebrands down the road.
Thinking about starting your own sign business? 🚀 In this episode of Behind the Signs, hosts Joe and Liz Arenella break down the essentials of launching a successful sign shop! From registering an LLC, choosing the right equipment, and finding your niche, to avoiding common pitfalls—this episode is packed with expert advice.
🔹 How do you register an LLC for your sign business?
🔹 What’s the best equipment to start with (and what you don’t need right away!)
🔹 How to scale your business without overspending
🔹 The key to pricing your work profitably
🔹 Why defining your niche is critical for success
🎙️ This episode is part of our year-long series on starting and growing a sign shop! Whether you’re a beginner or looking to take your business to the next level, we’ve got you covered.
In this episode we chat with Mike Stephens of Vital SignCo in Austin Texas. With many years in the industry, starting with sweeping the floors in a sign shop and moving up the ladder, Mike shares his biggest lessons learned in installations AND fabrication.
In this insightful episode of Behind the Signs, hosts Joe and Liz dive into essential year-end planning strategies to help you close out the year on a high note and set your sign business up for success in the new year. 🎉
From financial tips like maximizing cost of goods sold and managing vendor relationships to creative ways to show appreciation for your clients and employees, this episode is packed with actionable advice. Plus, Liz shares highlights from her recent trip to Japan and China's largest sign trade shows, including the cutting-edge technology and creative innovations shaping the industry.
Whether you're a seasoned sign shop owner or new to the business, this episode offers valuable takeaways, sprinkled with Joe and Liz's signature humor and relatable stories. 🛠️✨
💬 What’s your go-to strategy for year-end success? Share your tips in the comments below!
In this episode we chat about a question we get asked often: How do you hire good people on your team? We break things down by revenue point (0-$100k, $250k, etc) and see what roles should be filled first in your shop.
Join us as we share stories, tips, and laughter, all while celebrating the vibrant world of signage. Whether you’re a seasoned professional or just starting out, there’s something here for everyone!
🔗 Don’t forget to like, subscribe, and hit the bell icon for updates on new episodes.
And if you have questions or topics you’d like us to cover, drop them in the comments or send us an email at: hello@behindthesigns.com.
Joe and Liz welcome Lori Anderson, President and CEO of the International Sign Association (ISA). Lori shares her inspiring journey from music teacher to leading one of the most influential associations in the sign industry. 🚀
Join us as we explore:
-Lori’s passion for the sign industry and the importance of removing “just” from how businesses define themselves.
-How ISA advocates for sign companies, improves sign code education, and fosters inclusivity in the workplace.
-Why associations are critical for growth, networking, and staying ahead of industry trends.
-The exciting future of the sign industry: new technology, workforce training, and trends like AI, 3D printing, and wraps.
🔗 Resources Mentioned:
Learn more about ISA: signs.org
Check out the Sign Research Foundation: signresearch.org
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