The sign industry runs on relationships—especially between national sign companies and the local installers who bring projects to life in the field. Strong communication between those two doesn’t just make projects run smoother; it’s what separates good outcomes from great ones. Building that kind of partnership takes more than good intentions. It takes honest conversation.
On May 27 at 2 PM EDT, ISA’s Straight Talk virtual event brings nationals and installers into the same conversation—without spin. A live panel of industry veterans will share real‑world stories of communication wins and misses, followed by small‑group breakouts where attendees can network, ask questions, and dig into what actually works in the field.
For Matt DiSalvatore, president/COO of Creative Signs, Inc., last fall’s Straight Talk pilot delivered exactly that. He described a rare dynamic: both sides feeling genuinely understood. “The locals were feeling so seen and heard,” he said, “and the project managers from the nationals were saying, ‘Yes, this is awesome—you understand how we feel.’”
That kind of mutual understanding—each side gaining clarity on the other’s pressures and priorities—is exactly what Straight Talk is designed to create. When communication improves, relationships strengthen and projects run better.
“With all this new blood that is coming into our industry, now is the time to allow them to learn from the people that have been doing this work,” said Louis DeSantis, owner of Sign Shop Illuminated. “Straight Talk brings nationals and locals together…allowing them to have those conversations—that is something that’s going to help develop our industry for decades to come.”
Whether you’re a project manager or an installer, new to the industry or with decades of experience, Straight Talk offers a high‑value return on 90 minutes: candid conversation, real insights, and takeaways you can actually use.