Behind the Signs Podcast
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.
Episodes
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.
Tami shares how a personal milestone inspired her to let go of the day-to-day, implement systems like ...
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.
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 leade...
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...
From creating a meaningful company name to understanding how branding, marketing, and sales all work together, this episode is packed with action...
🔍 In This Episode:
✅ Does your business name limit your growth? What to consider before locking it in.
✅ Avoid legal trouble! Tradema...
🔹 How do you register an LLC for your sign business?
🔹 What’s the best equipment to sta...
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 ...
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!
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...
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