Profiles Of Carnival - The Sign Man, Bruce Cayonne

Summary

The speaker reflects on their creative journey, starting in 1992 by designing banners for events and progressing to a successful sign-making business. They emphasize the importance of speed and clarity in their work, as each sign takes only 7-10 minutes to complete. As technology evolved, they adapted to digital printing and social media, expanding their business. The speaker expresses a desire to move beyond signage, aiming to create large murals on commercial and residential buildings. Their passion for art remains strong, even as they recognize the talents of the younger generation, particularly their son, who excels in certain artistic techniques.

Takeaways

• 😀 The speaker began their creative journey in 1992, initially designing promotional materials for local events and parties.
• 😀 Speed and clarity are crucial in sign design, as the goal is to convey a message quickly and effectively without relying on much text.
• 😀 The speaker used to create up to 500 signs for a single event, with each sign taking around 7-10 minutes to complete.
• 😀 The rise of digital print and social media revolutionized the advertising industry, moving away from traditional hand-painted signs and flyers.
• 😀 In 2006, the speaker's business reached its peak, with a net profit of $391,000, showcasing the success of their sign-making venture.
• 😀 Social media became a significant tool in marketing, making it easier to promote events and parties without the need for printed materials.
• 😀 The speaker transitioned from traditional signage to digital printing, embracing modern tools and technologies to stay competitive in the industry.
• 😀 Personalized and inspirational signs became a new market, with people requesting customized designs for their homes and personal spaces.
• 😀 The speaker dreams of creating large-scale murals, covering entire buildings with their artwork—a project they hope to pursue in the future.
• 😀 The speaker's son, who is now in his twenties, has surpassed the speaker's artistic skills, creating designs that are more advanced than what the speaker could achieve at his age.

Q & A

What inspired you to get into creative work, and what was your first significant project?

I was involved in creative activities from a young age, and one of my first significant projects was in 1992 when a group of us organized a party for a friend with medical problems. My role was to design the event's banners and signage. This project marked the start of my creative career, where I began to develop my skills in visual communication.

How did you approach designing signs for events, and what challenges did you face?

My approach to designing signs for events was straightforward but effective. I would sketch out my ideas in a notebook, considering the size of the sign and its impact. One of the main challenges was ensuring that the message was communicated clearly and quickly since people would only look at the sign for a few seconds. Speed and legibility were essential.

What role did social media play in the evolution of your business?

Social media played a huge role in expanding my reach. Previously, I relied on traditional methods like flyers and word of mouth, but with the rise of platforms like Facebook and Instagram, I was able to promote my events and designs more effectively. It allowed me to connect with a broader audience without the costs of traditional advertising.

How did your creative work evolve with the advancement of digital tools?

As digital tools like printing and graphic design software became more accessible, I shifted from hand-painted signs to digital designs. These tools allowed for faster production, higher quality, and more versatile designs. I could now offer more customized solutions and take on larger, more complex projects.

Can you describe the significance of speed in your work?

Speed is crucial in my business. Most of my signs need to be completed quickly—often within 7 to 10 minutes per sign. The fast turnaround allows me to keep costs low and serve a high volume of clients, which is essential for profitability. It also means I need to stay focused and efficient while maintaining quality.

What was your most profitable period in the business, and what do you think contributed to that success?

The most profitable period for my business was between 2000 and 2006, when net profits reached around $391,000. This success was due to a combination of factors: efficient work processes, leveraging digital printing technologies, and the increasing influence of social media for self-promotion. It allowed me to reach more customers and expand my offerings.

What are your current aspirations in the creative field?

Currently, I'm aspiring to expand my work into large-scale murals, both for commercial and residential buildings. I envision entire buildings wrapped in my designs. This new direction represents a way to combine my passion for art with the challenge of working on a grander scale.

How do you feel about the change in the nature of your work over the years?

While it's gratifying to have grown the business and adopted new technologies, the real satisfaction for me comes from doing work that I love, not just for financial reasons. As my career has progressed, I find fulfillment in creating art that speaks to people, whether it’s a small inspirational sign or a large public mural.

What do you think makes your work stand out compared to others in the industry?

What sets my work apart is the personal connection I have with each project. I don’t just design signs—I aim to create something meaningful and impactful for the client. My work is driven by passion, and I take great care in ensuring that every piece I create conveys the right message clearly and effectively.

How have your personal goals influenced the direction of your business?

My personal goals have always been to pursue work that’s fulfilling and driven by passion, rather than just focusing on making money. Over the years, this mindset has influenced the direction of my business, guiding me toward larger, more creative projects like murals. It’s about pushing boundaries and creating art that resonates with people.