Sign Criteria | Signage & Graphics

Kasey Riley of The Fat Plant Society shares how she turned moss into a design material that supports well-being, cuts noise, and boosts aesthetics. She explains the science behind forced-dormancy moss installations, why no watering is needed, and how installations absorb VOCs and reduce echo. Hear stories of client reactions, installation logistics and cost—about $115 per sq ft including frame—and how lightweight panels hang as art. Learn sustainable sourcing practices, design strategies like pin mounting logos over moss, and why letting nature feel chaotic is actually calming for our brains.Kasey can be reached online at The Fat Plant Society_ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com

Heidi Wolfe from Wolfe Makes Art joins us to talk about her shift from art educator to full-time sign painter and muralist. She breaks down how hand-painted signs bring personality and history to modern streetscapes, and why they still matter in a digital world. Heidi shares what it’s like working with clients who don’t yet understand the value of craftsmanship—and how she bridges that gap through education and advocacy. We talk about the role of signage in walkable downtowns, what makes a design work (or fail), and how good signs can shape the identity of a place.Heidi can be reached via email: [email protected]_ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com

The latest cover of Signs of the Times—featuring a young man with blue hair and black nail polish—sparked a firestorm in a Facebook group of sign pros. But beneath the online outrage lies a deeper issue: Who’s really building the next generation of sign makers? In this solo episode of Sign Criteria | Branding for the Built Environment, John examines the labor crisis in the sign industry—from understaffed shops and aging workforces to broken recruiting practices and lopsided pay scales. Drawing from his years in fabrication, design, and project management, he lays out a practical and passionate case for rethinking how we attract, train, and retain creative talent. If you’ve ever asked why job ads don’t work, why turnover is so high, or why talented designers and installers keep leaving the industry—this episode connects the dots. John shares bold, workable solutions: modular training, transparent job listings, housing for new recruits, and a call to recruit the creatives, the misfits, the self-taught artists—the so-called weirdos. Highlights include:The real reason sign installers are hard to findWhy creatives are the missing piece in today’s workforceHow to write a job ad that actually worksThe overlooked power of flexibility, transparency, and incentivesWhy it’s time to ditch old assumptions about who belongs in this fieldIf you care about the future of signage, recruiting smarter, or simply believe creative people deserve a place to thrive—this is an episode you won’t want to miss._ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com

In this episode of Sign Criteria | Branding for the Built Environment, Reena and John explore the overwhelming, electrifying world of New York City signage—from pulsing Coca-Cola billboards to quirky corner shops and subway confusion. Reena shares highlights from her recent overnight trip to NYC, where the signs of Times Square left a strong impression. John breaks down the tech behind dynamic LED displays and explains how robotic arms give static signage a living, breathing feel. The duo then contrasts high-budget brand displays with tiny mom-and-pop stores squeezed into closet-sized spaces—and ponders how any of them survive Times Square rent. They dig into the true role of signage in chaotic environments: wayfinding. Why do some airports or cities still fail to guide people clearly, even with signs everywhere? And what can designers do better? The episode wraps with a look at architectural landmarks like the Oculus and the memorial near Ground Zero, examining how form, emotion, and environment all shape the experience of public spaces. Highlights include:The science and spectacle of animated LED billboardsStreet-level contrasts between major brands and micro-shopsSignage as orientation: lessons from airports and city centersWhy bad signage frustrates even signage professionalsArchitectural inspiration from NYC’s Oculus and 9/11 MemorialWhether you’re a sign designer, urban explorer, or simply love walking through big cities, this episode uncovers how signage and space combine to tell powerful stories._ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com

Ted Redmer, Senior Digital Technology Manager at Alliance Franchise Brands, shares how sign shops can stay ahead by thinking creatively about everyday tools. Starting on a farm and ending up in sign tech leadership, Ted walks through major shifts—from weeding vinyl by hand to full-scale digital printing.We talk about where technology is headed, especially around automation and workflow tools that help handle low-quality customer files. Ted explains why smaller shops hesitate to invest in high-end automation, and how that compares to the freedom larger independents enjoy.We also get into direct-to-substrate printers that make ADA Braille signs without drilling, opening new ways to create value. Ted talks frankly about the installer shortage, which led his team to build an installer-only franchise.If you’re in the industry or buy signs regularly, this episode will sharpen your view of what’s possible—and profitable—when you pair tech with creativity._ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com

David Martino didn’t plan to run a sign business—he started with street art, then picked up formal training in art and architecture. Today, with 45 years under his belt, he runs Martino Signs, handling everything from small letters to giant sculptures, and even film props.David calls sign makers “renaissance men,” juggling design, fabrication, code compliance, brand standards, marketing, and installs. Each job is different, and no day looks the same. He’s built a reputation by choosing clients who align with his values, and avoiding the ones who cut corners or bring chaos.We get into why the sign industry struggles to attract and keep talent—especially when it demands high-skill, hands-on work with little media spotlight. David also shares why sign people often seem to have ADHD, take creative risks, and thrive in unpredictable environments.He opens up about jobs he’s turned down for moral reasons, the physical toll of the work, and why most people enter this field by accident—not design. If you’ve ever wondered what it really takes to run a creative sign shop, this episode will give it to you straight._ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com