Maximizing Your Mindset and Creativity for Every Project

By Matthew Ferguson, A&M Graphics

In today’s fast-paced, ever-evolving world, the sign, graphic, and film industry is more vibrant and dynamic than ever before. It continues to advance at an incredible pace, bringing with it new materials, tools, and possibilities. The result? Boundless potential for creativity. Every surface - windows, walls, and floors - is an opportunity for innovative wrap projects. As professionals in this industry, we wake up each day with the exhilarating opportunity to tackle new and creative challenges. Our industry's culture and collaboration drive us to continuously push the envelope, delivering designs and installations that not only meet but exceed client expectations. This environment fosters an atmosphere where creativity thrives, and, in turn, so do our businesses.

Creativity in a Cookie-Cutter World

Creativity has become a premium asset in an era that often prioritizes speed over substance. The world is increasingly drawn to cookie-cutter solutions, where projects are churned out with a focus on quick turnarounds rather than innovation. But for those of us in the sign and graphic industry, we know that creativity can be the game changer for our businesses, which can lead to more sales volume and higher margins.

Consider this: if you design, print, and install a simple wall mural, you can quickly complete the job and net, say, $1,200. Fast and efficient, yes. But now, imagine recommending a value-added upsell, such as a laser-cut acrylic logo instead of just a flat-printed logo. With that enhancement alone, you’ve added another $500 or more to the project. That’s an additional 42% added to your project, achieved with minimal extra effort. For example, a simple wall mural may net you $1,200. But by adding a value-added upsell, like a laser-cut acrylic logo, you could add another $500 or more. That’s an additional 42% for minimal extra effort. Doing one small wall wrap per week could earn you $62,400 annually, but adding an upsell could bring that total to $88,400. The right materials, like textured laminates or metallic films, can enhance both the project and your bottom line. It’s a win-win: the client gets a premium result, and you earn more.

Amplifying Every Project with Creativity

One of the most satisfying aspects of working in the sign and graphic industry is seeing how these creative enhancements transform projects. What could be an ordinary wall wrap turns into a jaw-dropping visual environment. The inclusion of custom-cut signage, metallic finishes, or 3D elements doesn’t just elevate the aesthetic—it creates an experience. Your clients won’t just see the finished product; they’ll feel the difference. And when creativity becomes the driving force behind your projects, it has a snowball effect.

Once you raise the bar, you and your team will be eager to push it even higher with each subsequent project. The next project will be more creative, dynamic, and impressive than the last. This momentum drives continuous improvement—not just in design but also in client satisfaction, team morale, and business growth. Your portfolio begins to speak for itself and becomes your best salesperson.

The Business of Creativity

Creativity isn’t just an artistic endeavor; it’s a business strategy. Offering value-added elements to a project enhances the end result and positions you as more of an expert in your field, someone who doesn’t just meet client expectations but smashes them. This fosters stronger client relationships, builds trust, and often leads to repeat business and referrals.

Incorporating creativity into your projects doesn’t have to be time-consuming or complex. Often, it’s about leveraging the tools and resources already available. Modern technology has made it easier than ever to add that extra flair to your projects. From laser-cut signage to specialty films and textures, the options are virtually limitless.

Thinking outside of the box and creative graphic design should always be billed for, however. If the team is working on a large project, we can typically estimate how much design time the project will take. If there are still a lot of unknown variables with the client, or it is going to be a 'design-by-committee' scenario, then we have set a standard of quoting 40 hours of design time, which we can track and then reduce or add to when the dust has settled. Getting paid for your time and the time of everyone on your team is crucial, and unfortunately, too many of us in this industry have had to learn this the hard way. We also charge a Project Management fee for larger scopes of work. This comes from looking back on too many jobs and saying, "Man, that project took up a lot of my time." When it comes to design and project management, how much have you left on the table?

The Value of Collaboration

One of the greatest aspects of working in our industry is our peers' collaborative nature and culture. Every project is truly a collaborative endeavor. It takes a talented team, each person bringing their own expertise and creative insight, to pull off the successful survey, design, printing, fabrication, and installation of a great project. And that collaboration extends beyond your internal team. Working closely with clients to understand their vision, needs, and objectives is crucial in delivering a product that not only satisfies but wows them. It also extends to your industry relationships with other shop owners (one of my favorite parts of this game). You should have a network of peers you can outsource things to, friends you can lean on when a printer goes down, and mentors who can guide you. (You know who you are, thank you!)

The creative process benefits immensely from this give-and-take. Clients and peers bring unique perspectives, and we bring the tools and skills to transform their ideas into reality. This exchange often sparks unexpected innovations, where the initial concept evolves into something far more dynamic and impressive than anyone initially envisioned.

In many ways, the business side of things becomes an extension of this collaborative spirit. Open communication, flexibility, and a willingness to experiment all contribute to maximizing creativity on every project.

Maximizing Every Surface: Windows, Walls, and Floors

No longer limited to traditional mediums, today’s projects span windows, walls, floors, and more. These diverse surfaces provide ample opportunities to experiment with materials, textures, and designs.

Take Windows, for instance. Gone are the days of basic window graphics (we have all installed plenty of single-color plotter film). With advancements in perforated films and translucent materials, you can now create window graphics that are vibrant, layered, and interactive. Whether it's a storefront display or an office window, there are countless ways to turn an ordinary pane of glass into an engaging visual experience.

As we’ve discussed, Walls are another prime canvas for creativity. From large-scale murals to dimensional lettering, the possibilities are endless. With the right materials and approach, walls can become immersive environments that tell a story and draw people in.

And let’s not forget the floors. Once an afterthought, floor graphics have become a powerful design tool. Whether it’s wayfinding graphics in a commercial space or eye-catching promotional artwork in a retail environment, floor designs can complement and enhance the overall aesthetic of any project.

The Future of Creativity in the Industry

The exciting part of being in this industry today is that we’re only just beginning to scratch the surface of what’s possible. As technology continues to evolve, so too will our ability to push the boundaries of design and installation. We’re seeing the rise of interactive graphics, smart materials, and even augmented reality elements being incorporated into signage and graphics. The future promises even more ways to captivate and engage audiences through creative design.

What does this mean for us as professionals? It means that there has never been a better time to invest in your team, your tools, and your mindset. Encourage creativity at every level of your business, from design to installation. Make experimentation a part of your process. Embrace new materials and techniques. And, most importantly, foster a culture that values innovation and continuous improvement.

Final Thoughts

Creativity is no longer just a bonus; it’s a requirement at the highest end of our industry. In a world that often prioritizes speed over originality, those who take the time to add value through innovative, creative solutions will stand out. And as we’ve seen, the financial rewards for doing so can be substantial.

So, the next time you’re working on a project—whether it’s windows, walls, or floors— take a moment to consider how you can maximize your creativity. What value-added elements can you incorporate to make the project truly exceptional? How can you push the envelope to deliver something memorable and impactful?

The opportunities are endless, and the potential is vast. In this industry, creativity isn’t just about making things look good—it’s about driving success, both for your clients and for your business.

Matthew Ferguson President, A&M Graphics