For sign professionals, there are a range of traditional tasks associated with creating signage that usually starts with manufacturing and ends with installation.
For the full-service company, these services can start much earlier in the process, often leading with design of the creative concepts for the signage program (including logos and graphics) all the way to installation, with project management integrated throughout.
Taking on the whole “kit and caboodle” offers businesses the flexibility to diversify their services and, for clients, the advantage of working with one vendor only.
One Texas agency began as a marketing agency and then added project management soon after.
The Bubble, based in Irving, was founded in June 1999 by Amy and Jeff Naukam. In the beginning, the couple focused on marketing, company branding, and designing graphics for products and services. But they realized their clients had additional needs.
“It became apparent that companies wanted more, so we took the next step, which was project management.”
In 2012, The Bubble invested in equipment to manufacture their own products, instead of relying on suppliers, and became a full-service agency.
Today The Bubble works closely with their clients and staff to execute signage and outdoor advertising programs and has taken on such notable projects as First College Football Playoffs, the Final Four, the World Series, NBA All-Star Games, and the Super Bowl.
What this has led to is a comfortable balance of graphic and sign design work—about 80 percent of their business is sign and graphic programs, with 20 percent dedicated to project management.
Jeff stresses that, in this role, it’s important their work is not perceived as a threat to the client’s internal marketing staff but as a support for their efforts. “Simply put, we chase the path of least resistance, and we pride ourselves on turning on a little pin to remain flexible and timely,” he says. “The sign industry is unique, innovative, and always growing.
“It’s just really cool to see how many things can be done with the products available today. Possibilities are limitless.”
This creative “can-do” mentality is often the drive behind expanding from a sign shop to a full agency.
“While there’s a traditional method of creating signage from pre-designed elements, our company creates and manages all the components of a sign or graphic project,” says Amy. “By adding design skills that are traditionally offered by a creative agency, we can often make recommendations at the onset by brainstorming a creative solution together with the client.”
From there, the steps of a sign project include design, manufacturing, installation, OSHA compliance, sponsorship, revenue generation, ordinance compliance, permitting, media coverage, contract negotiation, SWOT, and budget, among other areas.
While it’s prohibitive for most sign companies to manufacture all components in one shop, The Bubble has worked out this process by partnering with national suppliers to allow all the work to come together in one location—on time and within budget.
With their proximity to the Dallas-Fort Worth area, The Bubble works with several sports clients but also has active clientele across the U.S. in entertainment, events, colleges, and retail.
“Sporting events are an interesting animal,” says Amy. “Typically everything is last minute, and yet planning has started months to years in advance. Flexibility and focus is required to make sure everything is perfect.”
Jeff agrees. “Be flexible and be ready for change,” he says. “There are lots of people involved, lots of people to approve items, and lots of opinions. Be ready to be firm, while being understanding. This is where design and project management skills come into play.”
However when it comes to sports content, it’s easy to grab the attention of fans, especially in sports-dominated southern states. Featuring star athletes in signage is the way to draw the crowds, according to Jeff.
“We’ve had to stand guard while doing installs because there are those unfortunate circumstances where fans are really interested in looking at items while they’re still on the truck, and we don’t want temptation to get the best of them and then later find out they’ve been taken,” he says. “Yes, they are cool signs, but ultimately for everybody to view, so make sure the items stay put until installation.”
This past April, The Bubble embarked on a project for the WWE’s WrestleMania 32, which was held at the AT&T Stadium in Arlington, Texas. Working with the Arlington Convention Visitor’s Bureau, the company led everything from the project management and creative design to the printing and installation of 179 street banner signs in and around the major attractions of the Entertainment District.
In working on such a large and complex project, there were several lessons learned.
“Again, flexibility,” says Amy. “The client missed multiple deadlines and even delayed production twice after approval. Over nine million impressions were reached during the duration of the program.”
Another project capitalized on the large crowds attracted to theme parks. For the SEA LIFE Aquarium at the LEGOLAND resort in Grapevine, Texas, The Bubble was asked to touch up wall graphics and to transform the space to promote new attractions.
The project included the production and installation of multiple wall coverings, which incorporated over 7,500 square feet of 3M 180cv3 vinyl and 3M 8520 matte laminate materials.
“We’ve learned over the course of our business life that customers like to pick at things while waiting in line, which means guaranteed business,” says Jeff.
Striking a balance between the private and public sector helps to diversify product offerings and marketing efforts to a range of audiences. An added benefit is giving back to the community.
One such project was an art mural memorial The Bubble created for Haltom City Public Library located in the Dallas-Fort Worth area. The library requested a memorial to honor long-time Haltom City residents and public library supporters Janie and Travis Royal for their leadership and service.
“Working closely with the library, we proposed creating a state-of-the-art mural that would not only pay homage to the Royals, but would also be a visual representation of Haltom City’s history,” says Amy.
The mural is displayed inside the library and has versatile media that allows images to be interchanged, creating a continuous display that showcases the city’s past, present, and future.
“It’s fun to come up with creative solutions for clients, and it’s even more satisfying when the project honors the life of good people in the community,” says Jeff. “Not to mention, we also helped create a sense of pride in the history of this DFW suburb.”
For The Bubble, utilizing the right software for project management is key to offering this service. To that end, they turn to teamwork to help manage customers, vendors, and contractors.
“If it’s a smaller project, we use our Web portal to share files, documentation, and status updates on projects,” says Amy. “There’s a saying, ‘Failure to plan, plan to fail,’ which for us, means that communication is key to every success or failure.”
Some final tips that speak from strong project management experience: “Be flexible and be ready for change,” says Jeff. “There are lots of people involved, lots of people to approve items, and lots of opinions. Be ready to be firm, while being understanding. This is where design and project management skills come into play.”
Noting that the company is small and doesn’t take on large projects (or every project, for that matter), Jeff stresses their commitment to ensuring that every project yields the same level of excellence.
“Everyone works together, but it’s the job of the project manager to make sure everyone has their role and schedule outlined,” he advises. “Overcommunicate, document, and never assume.”
By Lori Shridhare
All photos: The Bubble
