A family recipe for success

Everybody is different; it is one of the wonderful things about the human race. What comes naturally to one person can pose a real challenge to another. You will often find that the most creative people in the world are incapable of performing tasks you complete in your sleep, whilst present a mathematical genius with an artistic project, and chances are he will not know where to start. So, in an industry like ours, where creativity needs to be tempered with solid business expertise, reconciling these traits within one person can be quite an ask.

This is where partnerships come in. With two minds, each finely tuned to their own specialist area, you can create the perfect formula for business success.

Keep it in the family

Brothers-in-law Robert Mood and Brett Armstrong have followed this particular path. Mood, a talented sign-maker and designer with 15 years experience in the industry, lacked the confidence to make his dream a reality and start-up on his own. Armstrong, who started his first business at the age of 19 and has since built up a large portfolio of companies, was the perfect antithesis—and Mood Signs is the result.

“I joined the industry in 1999 as a CNC router operator,” Mood explains, adding: “That led me into the other areas of sign-making. I did a lot of design and digital work for a large company, combining this with ten years manufacturing signs for the trade. This really helped sharpen my skills, as trade work is often complicated, without compromising on the build quality that is expected.

“I then travelled through Australia for a year making signs. This was a big confidence booster for me as I found the knowledge and experience I’d gained allowed me to easily find work. It was when I returned from Oz, about five years ago, that I knew I wanted to follow my dream and set up my own sign-making business. But of course we were in a recession and finances were hard to come by, so it has remained a dream up until now.”

Brother-in-law Armstrong speaks up at this point, keen to ensure Mood does himself justice: “It’s one of those things where you’re always chasing your tail. It’s like the chicken and egg scenario—unless someone is going to invest in you and show that trust, it’s very difficult to do.

“Robert’s ability has always astounded me; he’s bursting with ideas and interesting ways to design and manufacture signs in a way that has not been seen previously. I saw a great opportunity to invest in him and his talent, as well as broaden my business portfolio.”

Armstrong continues: “The beauty about this business is we both bring different things to the table. Robert’s knowledge of the sign industry is invaluable, whereas, I’m much happier taking a more holistic approach, managing the strategy and vision for the business.”
  
The final straw

Even with this support and encouragement, Mood remained cautious, hesitating to take the leap and start a venture of his own. What he needed was a real vote of confidence from industry experts—which is exactly what he received from the European Sign Federation (ESF) this June.

Early in 2013, the ESF launched a Europe-wide competition for sign-makers, sign-designers and sign-schools to design a sign for the year 2020. Held in conjunction with The European SignExpo and organised jointly by the ESF and FESPA, the competition awarded one prize to the best design in each category.

Armstrong explains: “Robert entered the sign-makers category on a whim. just seeing how he’d do—he was nominated in the top three. At that point we joked that if he won, it would be the kick he needed to become his own boss. He obviously has a talent that we needed to nurture and do something with. Lo and behold, Robert won, beating hundreds of entries from across Europe, and here we are.”

Indeed, the design skills that won Mood the award will be the cornerstone of Mood Signs, as Armstrong expands: “We see the sign-industry broken down into two areas. There’s the digital side, which is growing year-on-year, and there’s the traditional sign-maker, which we believe embraces more traditional old-fashioned skill and craftsmanship. Robert fits into the latter; his attention to detail and uncompromising high-standards is what the business is built on. Despite the business being very young, it has a lot of expertise behind it—you need that background in the industry; you need that history.”

Since winning the award at The European Sign Expo and receiving that much needed confidence boost, Mood Signs has grown from a long-held dream to a business on the brink of inauguration.

Armstrong continues: “The machinery we’ve invested in to date is tailored towards manufacturing, as opposed to the digital market, where the focus is on replicating a design and applying it to a banner or a shop fascia. We have a fantastic 1,500sq ft manufacturing facility in Sussex. It has a shopfront, with a showroom for signs Robert created, as well as a sales and design floor. We have a new CNC router, a cutting-edge machine that enables us to be fully equipped to cover all areas and facets of the sign-making industry.”

A new start

Whilst Mood's 15 years of experience in the sign industry undoubtedly provides the business with vital knowledge, expertise and contacts, Brett also pinpoints it as a possible reason for his brother in law’s initial lack of confidence.

“I hope I’m not speaking out of turn here, but I’ve always felt Robert has for too long been just another name on a payroll sheet,” Armstrong begins, adding: “He’s such a talented designer and manufacturer; I think being a ‘nice guy’ has allowed previous companies he’s worked for to bypass him and not develop his potential.

“Sometimes you become too valuable in the position you’re in and this subsequently hinders your career and personal development. Robert will now get an opportunity to implement changes and apply good working practices that allow a more efficient, robust service to our customers. He can do that; it’s our business now.”

With Mood Signs ready to launch at the beginning of September, Mood will now have full creative control over every project. His newly restored confidence, and the support from his entrepreneurial brother-in-law and business partner, puts the company in a great starting position. The realisation of Mood Signs represents a major turning point in Mood's life and, with his wife eight-and-a-half months pregnant, 2013 is sure to be year of fresh starts and new experiences. 
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