Success Behind the Sign

Signage is often the first touchpoint a consumer has with an establishment or location, which is why aesthetics – specifically, coatings – play such a major role in their success.

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Image National Signs, a leading full-service sign company located in Nampa, Idaho, is committed to helping its customers achieve success in the marketplace. With service and support from its sign coatings supplier, Sherwin-Williams, the company offers exceptional color consistency, aesthetic precision and timely delivery to its customers throughout the U.S.

Launched in Boise in the mid-1950s, Image National Signs moved its location to Nampa in 2006 to accommodate its growing business. Its 60,000-square-foot facility allows the company to offer everything from design and production to permitting and installation services for big-name clients such as Albertsons, PetSmart and Advanced Auto Parts. Working across a wide spectrum of industries, including retail, self-storage, hospitality, healthcare, restaurants, and commercial real estate, Image National serves a diverse set of national customers.

“Regardless of the type of customer we’re serving, they all want the same things from their sign manufacturer – quality aesthetics and quick turnaround,” says Jim Reese, Image National’s vice president of operations. “Both of those demands are heavily affected by the finishing room.”

Success Behind the Sign at Image National

Duration - 4:51

Sign Case Study - Image National Transcript GFX: Sherwin-Williams General Industrial Coatings logo Aerial shots of Image National Signs building Steve [00:00:10] Image National Signs is a national sign company. We help customers display their logos from digital print to electric signs. Workers in a factory building signs Steve Watts on-screen GFX: Steve Watts President, Image National Anything that goes on the outside of the building, we help companies manage that. Steve working Sanding a sign Workers engineering, cutting and welding signs But what most people don't realize is how much work goes into getting that on the side of the building. We manage the branding, the design, the engineering, the manufacturing and the installation. Jim Reese on-screen GFX: Jim Reese VP of Ops, Image National Jim [00:00:34] We're a one facility operation, but we do everything in this one facility and we distribute it across the country. Palette getting lifted on to a truck Drone shot over a river in the mountains of Idaho Steve [00:00:43] One of our core values is never fail a customer. Aerial shot of INS That means make it easy for them. Workers lifting signs and working on small details When they purchase a sign from us we want them to see it on a building and be proud of it. Feel really good about the way it represents their brand. Montage of shots of Image National employees working hard Jim [00:00:57] Part of our value proposition is really that we look out for the customer and part of that is really identifying partners within the industry. Jim talking to Paul Steve in the plant talking to employees Steve [00:01:08] We work with a number of different vendors and the relationships I look for and enjoy the most are partners. Jim and Paul discussing things and talking to painters Partners not only sell to us, they help us get better and we get to grow together. Those are the best kind of relationships and the ones that help carry us both forward. Wide shot of people working within Image National Paul [00:01:27] One of the first points that was brought up when calling on the Image National was their concern that Sherwin-Williams had not been in the sign market for very long. Paul Lewis on-screen GFX: Paul Lewis Sales Rep, Sherwin-Williams But I found it very important that the relationship continued to be strong and I continue to call on Image National and we all value our customers. Paul listening and working with INS employees And that's why it's important that we continue to work with them and respond and assist in any way that we can. Painters working at a computer Steve [00:01:54] Early relationship with Sherwin-Williams was always positive. "Paint Prep Area" written on the ground Painter mixing red paint There have been times we've had really specific challenges with color matching and certain things that have been a little bit outside of our wheelhouse. And when we call Sherwin-Williams, they're always highly responsive. They're ready to help. Paul talking to Jim Jim [00:02:10] Sherwin-Williams has been there and have supported us really well. And then when we started finding out more and more about Someone taking a paint can off of a shelf the urethane lines of paint and then the service that goes along with it, that's been second to none. Paint being poured and formulas being referenced Product shots of Genesis in the mix bank Paul [00:02:26] We had introduced Genesis to the Image National team and Worker using a machine it was shortly after that a project came up and when they landed that particular project, they were having to redo some of these signs multiple times. Painter spraying paint in a booth Jason [00:02:42] We couldn't get the color right. Jason Dilworth on-screen GFX: Jason Dilworth Paint Dept. Lead, Image National We'd get something close and then we try to duplicate it again and our consistency wasn't there. There were days I didn't want to go to work. Painter spraying paint in a booth I was just like, I don't deal with today. I know how it's going to go. It's going to go just like it went yesterday. Paul and Jim walking into a mix bank Painter using the Genesis paint And then when Sherwin-Williams came in with Genesis and the reps came in and helped us. They were right there with us and it didn't take days. We were able to send it to the customer and the customer was like, that's exactly what we wanted. Genisis can shot Jim talking to Paul in the mix bank Jim [00:03:08] Genesis has been a fantastic product and what I really look for is the consistency, the sheen, the finish. It really has added a whole new dimension. Workers moving signs around We've actually shortened our cycle times. Painter spraying Worker assembling sign Worker drilling a crate box with a sign in it Workers loading signs onto a truck We're able to get it through the paint department and get it to our assembly department sooner, get it into the crate and ship it to our customer faster. So the Genesis project has definitely increased our throughput overall as a company. Forklift driving through the plant Paul [00:03:42] We were able to quickly respond to those needs and fulfill the needs that they had. Finished sign sitting in a crate And as we did this, the confidence that Image National had in Sherwin-Williams grew. SW statue Steve [00:03:55] What I like about Sherwin-Williams is they understand the pace of our business and our focus on quality. Workers quickly moving When we need something to happen in a certain time, they're highly responsive. Paul helping workers They do everything they can to make it happen, and they add to what we do instead of slow it down, because they help us remove barriers to move business forward. So it's become a great partnership that I see continuing to evolve. Paul and Jim walking Wide shot of the INS plant and workers Jim [00:04:19] Image National continuously strives to be a world class supplier Intimate work being done on the signs Signs on trucks for our customers, and in order to get to that level of world class, we look for partnerships such as Sherwin-Williams Genesis can shot and Paul talking to Jim and we feel that Sherwin-Williams is helping us get to our goal as being that world class supplier. Image National sign on the front of the building GFX: Sherwin-Williams General Industrial Coatings logo

Color Trouble Solutions

Although a relationship with Sherwin-Williams had been established around 2015, it wasn’t until 2020 that Image National Signs reevaluated its primary coatings operation. While working with a well-known customer, the sign company experienced issues with color matching and sheen consistency. Sherwin-Williams stepped in with a solution, leveraging the GENESIS® Lustral™ System – a fast-drying, two-component polyurethane system that utilizes two mixing clears (GT1510 & GT1511) to achieve multiple gloss levels. The GENESIS Lustral system delivers high-performance qualities such as excellent durability, outstanding resistance to fading and chalking, and fast dry times that lead to improved productivity.

“After seeing the results for ourselves during a demo from the Sherwin team, and knowing that other national sign companies were using the GENESIS system, we decided to give it a try on our line,” says Reese. “We immediately noticed how effective the system is at delivering precise color and sheen consistency.”

Jason Dilworth, Image National’s head paint operator, also notes the GENESIS systems’ quick dry times as one of its top features.

“Not only does the GENESIS system help us meet customer sheen specifications on a consistent basis, but it also improves our throughput,” says Dilworth. “We’re able to move more signs through the coatings process in a much shorter timeframe, which in turn, speeds up the rest of production and gets the product out the door for faster delivery.”

In addition to using Sherwin-Williams GENESIS products, Image National uses the Sherwin-Williams Aurora™ Color Retrieval System, a web-based program that grants access to thousands of color matches. Formulas are provided in all gloss levels, allowing a user to easily select, mix and spray the correct color.

Not only does the GENESIS system help us meet customer sheen specifications on a consistent basis, but it also improves our throughput. We’re able to move more signs through the coatings process in a much shorter timeframe, which in turn, speeds up the rest of production and gets the product out the door for faster delivery.

Head Paint Operator, Image National

More Than a Supplier

Beyond GENESIS system products, the Sherwin-Williams team, which includes sales representative, Paul Lewis and senior technical service representative, GT Stover, visits Image National regularly, providing guidance on everything from training to booth maintenance.

Jayd Hardman, Continuous Improvement Manager for Image National, says, “Working with Paul and GT is great because they provide value beyond paint. Most of the painters we hire need training. Those two work with Jason to provide instructions and explain the coatings process to our finishers. They’ve helped us identify ways to improve our overall production process, not just coatings application.”

In addition to reliable service and support from Sherwin-Williams, Image National benefits from its large distribution network. With clients around the nation, it’s convenient to have Sherwin-Williams products available within short lead times. Looking toward the next five years, Image National Signs president, Steve Watts, says the company plans to experience continued growth.

“Creating efficiencies with coatings, whether that be reducing preparation work or decreasing labor costs, certainly helps us with growth,” he says. “We see Sherwin-Williams as so much more than a supplier. They’ve become a true partner to us.”

To learn more about our sign coating solutions, contact your local Sherwin-Williams representative or contact us.

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Success Behind the Sign

Success Behind the Sign at Image National

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