Our Process

The Signs & Billboards Process and Why it Works.

Unless you’re advertising free money, nobody can guarantee results.

We can’t guarantee results, but we can put the odds in your favor by following a process that we’ve developed over years of doing it right and doing it wrong. (We try not to repeat mistakes.)

We’re fussy as all get-out during every step of the process — sometimes more than we need to be. But over time, we’ve discovered that shortcuts just don’t work.


We advertise to sell a product or service.
Many agencies and designers ask is, “What do you want us to do?” We already know what you want us to do.

Sell your product.

It doesn’t matter if you’re selling houses or hot dogs, funerals or Ferraris, or garnering support for a cause, the specific goal of the advertising is to get your product noticed and that’s what we do best.

We look at your audience, your offer, and find the best ways to get people to do what you want them to do.


Write first. Design second. Always.

“The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”
— Mark Twain

How many times have you heard, “To make a long story short…”? That’s the essence of writing for signs, billboards and out-of-home advertising. The audience isn’t standing still or glued to a screen. They’re moving and they’re at a distance. Most of the time, we have 7 words and under 10 seconds to make the sale. Fact is, writing for out-of-home advertising is one of the toughest assignments a writer can get. Don’t worry, we’ve been doing it for decades.

Writing is where the ideas start. Good design always supports the text. It should never be the other way around. We always start with your message, then design to maximize the impact of what you have to say.

“Voicing” your copy matches language, offer, urgency, attitude, and most of all, your audience to your message.

When you only have a few words to work with, you’d better know how to pick the ripe ones and squeeze the juice out of every one of them.

Signs, billboards, and point-of-purchase advertising success depends on making every word quick, clear, convincing, and memorable. This is no time for fluff. From trigger words to command lines, we know how to make your words count.


Art makes the world beautiful. Design makes it understandable.
Designing for signs, billboards, and other-of-home advertising would be easy if all you had to do is pick your favorite picture and stick in behind the text. But it doesn’t work that way. To be effective, out-of-home advertising requires special design skills and techniques that are not the same as other mediums.

Every element of your signs and billboards has to be intentional in its design. It’s a fine balancing act of colors, fonts, images and balance.

Whether it’s billboards, outdoor advertising, window signs or point-of-purchase advertising, Signs & Billboards knows how to make your advertising work in any environment.

Among other things, we check contrast, clarity, readability, and image-to-message balance throughout the the entire design process to be sure that your out-of-home advertising comes through loud and clear.

Production, Purchasing, and Placement

We know how to get it printed and can save you money
No matter how good the advertising concept, or incredible the design, if it can’t be printed and produced correctly, it’s worthless.

Signs & Billboards is a veteran of the print industry. We’ve seen every printing technology change since the 70’s. Everything we produce goes through a painstaking pre-press process to match the exact printing specifications of the printer. It’s not uncommon for less experienced designers to create production files that fall short of industry standards. When that happens, the time and money needed to correct output files can be very costly.

Production Assistance

We understand the language and technology of printers and we know who’s best at every kind of production. Signs & Billboards can handle every aspect of production for you. We have time-tested, proven, and trusted printers and production facilities across the country. With our job-matching capabilities, and because of the volume advertising we handle, we can almost always save you money on production costs and billboard placement.

If you already have a printer that you’re comfortable with, we’ll contact them directly to make sure that your work matches their exact production specifications.

Ask any printer or billboard company that we’ve worked with — they’ll tell you that they love to print our work.

From concept to completion, Signs & Billboards will take very good care of your advertising.