Beyond Windows, Walls, and Floors - The Value of Collaboration in the Graphics Industry

By Matthew Ferguson, A&M Graphics

It’s an incredible honor to be asked to be a regular contributor to WrapFam Unleashed, a publication I deeply respect. Ruggs and his team have quickly created a resource that is, without a doubt, invaluable for everyone in our industry. I hope everyone who reads this knows I take this role seriously, viewing it as both a responsibility and an opportunity to give back to the community that continues to shape me. While I may not be the most seasoned compared to some of the Legends in this field, I’ve always been a sponge, soaking up every lesson, every tip, and every piece of advice from the masters of our craft. One thing I can say I did right was take the time to truly listen. I hope to pass on some of what I’ve learned and help up-and-coming shops and installers as I have and continue to be helped along this journey. The graphics industry is built on more than just vinyl, printers, or squeegees. It thrives on the spirit of mentorship and collaboration, the power of relationships forged in the heat of creativity and deadlines, and the invaluable connections that make every challenge a shared journey. This article aims to dive into how industry training, mentorship, trade shows, relationships, and a strong vendor network have helped shape who I am today and, in turn, how they can continue to empower our industry. One key takeaway to remember while reading is that it is up to you to move these things forward for yourself, just like it was to the young and eager-tolearn 24-year-old kid who is now writing this article.

Starting Out: The Power of Industry Training

When I was a 24-year-old kid starting my own sign and graphics shop, I felt like I was diving into an ocean without knowing how to swim. Being as headstrong as I was, I learned early on that to succeed in this field, you have to immerse yourself in industry training. With my fine art background, I learned that we must shadow the great masters if we someday strive to follow in their footsteps. Whether it’s the art of vehicle wraps, high-level design work, or experimenting with new materials, training is the foundation that builds the skills needed to execute projects effectively. And more than that, it’s about surrounding yourself with those who’ve been around longer and have mastered the techniques. The earlier in your career, you commit to different forms of training, the more confident and proficient you’ll become. Today, industry training is more accessible and diverse than ever. From comprehensive courses in application and design techniques to seminars on the latest tools and materials, we have no shortage of ways to grow. And trust me, the impact of having those fundamental skills can make all the difference. When you’re learning from truly skilled trainers, it’s not just about technical skills; you’re absorbing their mindset, their standards for excellence, and their unyielding work ethic.

Mentorship: Learning from Legends

Mentorship is one of the cornerstones of our industry. When I started, I didn’t have the experience, but eventually, I sought out mentors—people who were generous and passionate enough to share their expertise and, in turn, guide me, answer my questions, and show me the ropes or at least a path to show myself. Amazing individuals like Dan Antonelli of KickCharge Creative (then Graphic D-Signs) always answered this eager kid’s messages on Facebook and always made time for a conversation when I tracked him down at trade shows in Atlantic City. The legendary Mike Zick, who was 3M’s first on-site trainer, came and showed me everything I was doing wrong wrapping vehicles, set me on the correct path, and became a fast friend and mentor that I continue to lean on for advice to this day. On a more local front, Josh Palmer of Vital Signs in Rochester, NY, always answered the phone, helped me out of binds, and provided advice to someone who could’ve been considered a competitor. I took a chance to reach out to the guys I respected and wanted to learn from, and I cannot thank them enough for everything over the years.

conversation, and book clubs, while free platforms like Wrap Shop Talk by Dan Workman and Brent Knott create communities where pros and beginners alike can collaborate and learn from each other. Additionally, there are so many top-notch individuals out there who are always willing to share their experiences.

Being a mentor and having mentors are equally rewarding experiences. When we share what we know, we’re keeping the art alive, helping the industry evolve, and setting higher standards for quality. As someone who benefitted from the knowledge and patience of mentors, I can tell you firsthand that seeking out guidance— and never being afraid to be wrong—has been one of the best decisions I’ve made. It’s not just about acquiring skills but about understanding the heart of this industry, where collaboration and continual improvement are key.

Today, mentorship has evolved to become even more accessible. Platforms like WrapIQ from John Duever provide high-quality mentorship,

For the young shops coming up, know that you’re not alone. There is a wealth of wisdom available to you, whether online or from the veterans you see at trade shows. Don’t hesitate to reach out, ask questions, and stay curious. This industry is full of people who are happy to help—because chances are, someone once did the same for them.

Trade Shows: Building Connections Beyond the Booth

Trade shows can be another critical aspect of industry growth and collaboration. Sure, they’re a place to see the latest films, tools, and technologies (which I love!), but they’re so much more than that. It is key to make it a point to attend at least one or two trade shows a year. Not only are you staying on top of industry trends and innovations, but you’re also building relationships that can carry you through the most challenging times. Some of the most significant connections are made at after-parties and networking events at these shows. Conversations here aren’t just small talk—they’re the start of friendships, collaborations, and partnerships that last. Some of my closest friends and most trusted allies in this field are people I first met at trade shows and mixers. They’re the people who understand your struggles and successes because they’ve faced the same challenges. No one outside of this industry fully gets it like they do. If you're going to talk the talk, you better also walk the walk. Recently, I have taken this to an exciting new level and advanced from just attending shows to working them. This is WrapFam's SEMA issue, so if you are attending this amazing show, come visit me representing Fedrigoni SelfAdhesives at the DAF Products booth as well as the WrapsLIVE competition on day 2, powered by Fedrigoni, where you will see the industry's best competing. You can also find me at amazing experiences like the WWWRAP party, as well as other industry after-parties during the week. If you are reading this, I would love to meet you and hear your input, good or constructive, on this article.

The Lifeline of Relationships

Some of the best people I know I’ve met through this industry. Who better understands the pressure of a deadline, the satisfaction of a flawless installation, or the challenges of managing a team than someone who lives it daily? In the graphics industry, relationships are the bedrock of success. These aren’t just professional acquaintances; they’re people who share the same mindset, facing the same challenges across the country. When things go wrong, like a printer breaking down before impending deadlines, it’s these industry friends who come through. They’re the ones who lend you a hand, knock out that print job for you, or simply listen when you need to vent. Relationships are essential for emotional support, for practical solutions, and for growing as professionals. Without this network of friends who “get it,” I wouldn’t be where I am today and would have fallen flat on my face on more than one occasion.

The Right Vendors: The Backbone of Your Business

An often overlooked aspect of collaboration in our industry is our relationship with vendors. Whether it’s a back-up supplier of printed film, or the strategic outsourcing of things that just don’t make sense for you to do inhouse, vendors are a lifeline as you are growing. A breakdown in the production line can be catastrophic, especially on a tight deadline. But with a great network of vendors who genuinely understand your needs and have the capacity to help, these situations become manageable.

Having reliable vendors who are also your friends means they’re just as invested in your success as you are. It’s not just about transactions; it’s about partnerships. When your vendors care about your business, they’ll go the extra mile to help you when you need it most. They might expedite shipping, prioritize your job, or even work with you on pricing. Vendors who know you and understand the high stakes you’re working with are invaluable and have come through for me many times.

Distributors, Dealers, and Manufacturers: Holding Them Accountable

Last but certainly not least, never underestimate the importance of building relationships with distributors, dealers, and manufacturers. They’re essential partners in your business, providing you with the tools, materials, and support that keep your shop running. However, it’s important to remember that loyalty matters, and these partners should work for you and your business. Hold them accountable, expect top-notch service, and don’t hesitate to look elsewhere if they’re not meeting your needs.

Prices may not vary drastically from vendor to vendor, but service quality can. Make sure the people you buy from are genuinely invested in your success. The more they understand your needs, the better they can serve you. This doesn’t just improve your workflow—it ensures that your clients get the best possible product and service, which ultimately matters most. Again, I truly feel fortunate to have forged the relationships that I have and to have learned early on the ones that I needed to let go.

A Collaborative Industry, A Shared Success

This industry is so much more than just work. It’s a community, a family, a support network. Every relationship we build, every lesson we learn, and every time we lean on each other strengthens the whole. The sign and graphics industry thrives because of the collective knowledge, resilience, and camaraderie of those within it. Collaboration isn’t just a buzzword; it’s the foundation that makes our work possible.

For all the young shops, designers, and installers out there, know this: you are a part of something bigger than yourself. Seek out mentors, continue to invest in your skills, and build relationships that will carry you through the highs and lows. Because beyond the windows, walls, and floors (and vehicles and everything else) we transform every day, it’s the people in this industry who make it extraordinary. And I, for one, am grateful to be a part of it!

Matthew Ferguson President, A&M Graphics