We caught up with the brilliant and insightful Lisa Havniear a few weeks ago and have shared our conversation below.

Lisa, appreciate you joining us today. Was there an experience or lesson you learned at a previous job that’s benefited your career afterwards?

I initially started in the sign business in 1985 working for one of the best sign companies in our state (although it took over 10 years to realize that). They were my last hope of employment before I was going to have to give up my independence (apartment) and move back home. I was at the ripe old age of 20 and desperate.

I applied for a part-time position that was open in the art room at this sign company which at this point a part-time position was a plus. I met with the art director (owner’s wife) and told her that I was willing do anything; clean floors, pick up trash, anything to get my foot in the “creative” door. I knew from the time when I was able to pick up a crayon that I wanted to have a career in the creative field. Several days went by before I had heard from her, just as I was looking for boxes to pack up. The person she was going to hire full-time backed out so she took a chance on me and offered me that position. This position entailed creating film positives for silk screen printing signage and vinyl signs. Back in 1985, vinyl cutting was very new and rudimentary but a new way to create banners quick, fast and clean.

This company was a full service sign company known for producing custom signage, screen printed signage, etc. for a large grocery chain, high-end retail, government agencies, schools and hospitals. Our owner was an abstract painter and had many friends with the local advertising agencies creative directors, so we were the first company they would come to when they would have outrageous but very creative projects. We always found a way to bring their creation to life either exactly as they designed or with tweaks to maintain structurally sound projects.

I was employed with them for 10 years before moving on as a production manager at a local ad agency. As a production manager I learned so much about offset printing, paper, film production and the inner workings of ad agency life, Unfortunately, it closed down three years laters therefore moving on to a few other local ad agencies, photography studios and then was called back to the original sign company offering me a sales position. Me, sales? That’s not me but they trusted me so yeah, I jumped right back in.

Unfortunately right after 9/11 they were not able to sustain and closed their doors. I was heartbroken however I moved on to another sign company, helped open another sign company, worked for a print production house all until 2007. I missed what I was trained to do at my first sign company and saw a huge gap in the market for clients (ad agencies, construction companies, etc.) to develop concepts, designs with a production knowledge. My goal was to be a consultant to these clients to develop projects that were clear, precise and doable to be sent out for bid so that the client would receive bids that were apples to apples. But to get to that level, I had to bring in revenue. I set out to develop a business plan, take courses from the local small business administration, talk with banks for a loan as well as apply for jobs. I told myself whichever came first was what I was intended to. Never received a job!

Never thought I could own much less operate my own sign company but after a lot of digging, reading, building a business plan I received a SBA loan from a local bank that also took a chance on me. Paid the loan off and have designed, fabricated, installed many projects since then.

Next month, will be my 18th anniversary of LA Designs. And hopefully if its meant to be I’ll be here another 18 years.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My previous response explains how I got into this industry and due to the training, work ethic and craftsmanship I learned from this company, I truly know I would not be here today if not for them.

2 things I strongly believe in…
1) I have an opportunity to help someone else build their dream through visual representation which is so important. It is the first thing the public sees when looking for or at a business. So I have one shot and it damn well better represent the message of the business owner and be built to city codes, structurally sound and aesthetically pleasing with maximum visibility. I want to give them the opportunities I was given.
2) Respect your vendors like you do your clients. Your vendors can make or break you and they are just as important.

I am a one-person business however with my history in this industry and the relationships I have built with wholesalers over the years, it has allowed me to fulfill my dream. CREATE!

My advertising budget is slim so 99.5% of my business has come from word of mouth and I’m very proud of that.

What gets me real excited is:
a) custom recognition signage
b) interior directional, identification and wayfinding signage
c) custom donor signage
d) develop custom exterior signage for any type of business, church, school, government agency
e) develop custom brands/logos

Love to see the look in the client’s eye when they see their name in lights. I know that sounds cheesy but they just light up and the excitement for the future shines through their eyes and smile. Their smile makes it more than just a sign…..it’s their future.

Can you tell us about a time you’ve had to pivot?

When there are so many moving parts in some of the large projects I concept, design, fabricate, install, I have to be ready for any issue and pivot to complete the project.

Because it is just me, I coordinate manufacturing, large installation, local sign permits, property management approvals and clients anxious needs. And I have to be ready to have a plan B, C or D when things fall apart. I’ve experienced many hiccups, problems, unseen issues and learned from past employers how to pivot to make it work.

To keep revenue streaming in, I added graphic design to my services and it has come in handy when the signage projects were scarce.

Is there a particular goal or mission driving your creative journey?

My goal is continue to learn, expand my abilities through workshops, new programs, etc to stay fresh and relevant so that I can give my client the very best.

Contact Info:

• Website: https://www.ladesignsone.com
• Instagram: https://www.instagram.com/ladesignsone
• Facebook: https://www.facebook.com/LADesigns1
• Linkedin: https://www.linkedin.com/in/ladesigns1/
• Other: My social presence is really outdated…..

Image Credits

All images are taken by me.