She Understands The Value of Concrete Imagery in a Digital World

AP: Why is it important to showcase this industry to the next generation?

Dawn: In a world heavily inundated with digital media, we can lose sight of the importance of concretely produced imagery, whether it be a work of art, photograph, or brand. The immersive quality of seeing a larger-than-life image creates a moment where you can see and viscerally feel something. It is very special. It evokes emotions such as awe and excitement. It can solidify a memory and mark time. With my background in fine arts, it’s not lost on me how we need to preserve and tap into the personal experience of tactile visual imagery. It’s about appreciating such an experience that makes us uniquely human.

AP: What has been your biggest accomplishment to date?

Dawn: We began with four people in 1988. Now, we’ve composed a team of about 27 artisans, craftspeople, and welders. I am most proud of the close relationships we have established among the team and also with clients. The immense book of business evidences our efforts over the past 35 years. Whether we are supporting local organizations, philanthropies, or big brands, we understand the messages they are hoping to convey. We make sure to provide the level of service they would expect, being sure to carefully listen to their ideas and constraints. We help clients through decision-making processes, bringing their concepts to physical reality. We’re not afraid of a design challenge and, as a result, we are able to imagine, produce, and install very large projects in-house. We have had the opportunity to support several regional and national brand projects such as Mayweather Boxing + Fitness, StretchLAB, Storage Post, Rumble Fitness, and Goldfish Swim School. We enhance each brand’s presence in the respective markets and coordinate all aspects of their projects at a very local level, which has been remarkable to see.

Dawn Bent answered these questions in the midst of a significant expansion and relocation of the Signarama franchise where she began her sign industry career in 1988.

AP: What does being a woman in the wide-format digital print industry mean to you?

Dawn: For me, it is about having a seat at the table. It’s important to break down gender stereotypes and work toward equality in a traditionally male-dominated field. I want to encourage other women to approach this work with confidence, gusto, and excitement. Womens’ involvement in this work will undoubtedly lead to innovative perspectives and a more well-rounded industry. I also believe women are particularly skilled in relating to clients and making sure their vision is understood, which leads to a more satisfied customer resulting in repeat business. As much as we are focused on producing a product, we are really in the relationship business.