Signarama

What Signarama does

Signarama Troy is a privately held, full-service sign design, manufacturing, and installation company headquartered at 5875 New King Ct, Suite 100, Troy, Michigan. Founded in 1998 and currently owned by CEO/President Bob Chapa (since 2005), it operates as the largest location within the global Signarama franchise network (900 locations across 60 countries). The company serves local Metro Detroit businesses alongside national franchise and corporate accounts, with selective customer logos including GM, Ford, Wells Fargo, Dunkin' Donuts, DCI Dialysis (230+ clinics across 28 states), DaVita, Keller-Williams, MSX International, and DEKRA. Its in-house production capabilities span channel letters (UL-listed), monument and pylon signs, dimensional letters, lobby signage, LED message centers, vehicle wraps, ADA-compliant wayfinding, wall murals, banners, and trade show displays.

The company operates an integrated manufacturing stack that includes CNC routing, automated channel-letter bending equipment (Accu-bend, Gable Sabre), flatbed digital printing, Pantone color matching, and 3D printing for ADA braille and tactile signage — reportedly the first sign company in Michigan to invest in 3D printing for ADA work. Lighting relies on high-efficiency LEDs (Samsung, GE Tetra, JT, Sloan) backed by a 5-year warranty and 100,000+ hour rated life. Its proprietary BrandBoss.app platform supports the National Branding division, which manages multi-location corporate signage rollouts including surveying, permitting, fabrication, and installation logistics. The company holds UL listing for sign manufacturing — positioned as one of few UL-listed fabricators in Southeast Michigan — and "Made in USA" manufacturing credentials.

Revenue is generated through four streams: (1) project-based design/fabrication/installation (one-time license model with 50% deposit required before production), (2) recurring sign leasing and multi-year financing for larger commercial projects, (3) national project management professional services through the National Branding division, and (4) managed maintenance, repair, and LED retrofit services. The go-to-market combines outside field sales representatives who visit customer sites, a walk-in showroom at the Troy facility, website-driven quote requests, and referral-driven demand from local business networks and chambers of commerce (Troy, Rochester, Royal Oak). The customer base is split between high-volume SMB local work and recurring enterprise/national account work anchored by healthcare and franchise clients.

Name

Signarama

Legal name

Signarama Troy

Website

https://michigansignshops.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Signarama Troy is a privately held, full-service sign design, manufacturing, and installation company — the largest Signarama franchise location globally — serving Metro Detroit SMBs and national multi-location corporate accounts with channel letters, monuments, vehicle wraps, ADA signage, and LED message centers.

Ownership category

akta.pro rank

Product category

Commercial Signage

NAICS

Sign Manufacturing (33995), Indoor and Outdoor Display Advertising (54185), Sheet Metal Work Manufacturing (332322)

SIC

Fabricated Structural Metal Products (3440)

akta.pro primary industry

Wayfinding, Signage & Environmental Graphic Design (BPAHAKAN)

akta.pro secondary industry

Event Signage, Props & Custom Installations (HSACAOAG)

Keywords

• Commercial signage manufacturing
• Custom sign installation
• Channel letters
• Vehicle wraps
• ADA wayfinding signs

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sign Design, Manufacturing, and Installation: Core revenue stream from designing, fabricating, and installing custom signage including channel letters, monument signs, vehicle wraps, dimensional letters, and interior signs. Project-based pricing varies by size, materials, illumination, installation needs, and permit requirements.
2. Sign Leasing and Financing: Financing options available for larger commercial signage projects. Leasing programs allow customers to acquire signage without large upfront capital expenditure.
3. National Project Management Services: Corporate account management for multi-location branding projects through National Branding division, handling surveying, permitting, fabrication, and installation logistics nationwide.
4. Maintenance and Repair Services: Ongoing cleaning, inspection, preventative service, and repair services for signs including electrical, structural, and cosmetic repairs. Also offers LED retrofits for existing signs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Signarama Troy / Metro Detroit is a full-service commercial sign company that designs, fabricates, and installs custom indoor signs (lobby signs, dimensional letters, wayfinding, ADA signage), outdoor signs (channel letters, monument signs, illuminated box signs, LED message centers), vehicle wraps and fleet graphics, banners, and trade show displays. The company also provides permit handling, site surveys, installation, ongoing maintenance and repair, LED retrofits, and national multi-location branding project management through its National Branding division powered by the proprietary BrandBoss.app software platform.

Product overview

Signarama Troy / Metro Detroit operates as a full-service sign design, manufacturing, and installation company offering a unified portfolio of signage products and services. The core offering spans indoor signs (lobby signs, dimensional letters, wall and wayfinding signs, ADA signage), outdoor signs (channel letters, monument and pylon signs, illuminated box signs, LED message centers), vehicle wraps and fleet graphics, banners, and trade show displays. The company provides end-to-end project management including permit handling, site surveys, installation, and maintenance. National Branding is a specialized division for multi-location corporate account management, powered by Signarama's proprietary BrandBoss.app software platform. The company also acquired Moore Signs (2014) and JL Geisler Sign Company (2016) to expand capabilities in real estate signage and architectural/ADA signage.

Differentiator

Problem solved

Functional benefit

Products and services

• Channel Letters Custom metal channel letter signs for building exteriors in front-lit, backlit (halo), and reverse configurations. Built in-house under UL standards with high-efficiency Samsung, GE Tetra, JT, and Sloan LED lighting providing over 100,000 hours of guaranteed lighting and a 5-year warranty. Used by businesses for building-mounted exterior signage.
• Dimensional Letters Custom indoor and outdoor 3D letter signs fabricated using CNC routing technology, available in acrylic, metal (aluminum, stainless steel, brass, bronze), foam/PVC, and wood. Used for lobby walls, building exteriors, ADA-compliant signage, and retail environments.
• Lobby Signs Custom dimensional lobby and reception area signage crafted using CNC routing, available in dimensional letters, foam/PVC, metal, acrylic, and Gemini thermoformed plastic (lifetime guarantee). Includes backlit and layered designs for offices, healthcare facilities, and corporate environments.
• Wall and Wayfinding Signs Interior and outdoor directional and wayfinding signage including menu boards, point-of-purchase displays, safety signs and decals, and ADA-compliant signs to help navigate visitors through facilities such as schools, healthcare offices, and corporate campuses.
• Illuminated Box Signs Custom fabricated sign cabinets with acrylic faces used for single-business or multi-tenant signage. Panels can be changed individually. Signarama is one of few UL-listed sign companies in Southeast Michigan producing these products.
• LED Message Centers Electronic message center signs (LED signs) with programmable message changes, full scheduling features, automated dimming, and color options including full color (8.6 billion shades) and red/amber (4,096 shades). Backed by a 5-year LED and parts warranty.
• Vehicle Wraps and Fleet Graphics Full wraps, partial wraps, spot graphics, and fleet branding for vehicles, including cars, buses, planes, and trains. Customers include GM, Ford, and commercial fleets.
• Banners Custom banners and yard signs for events, promotions, and reusable signage needs, produced via direct printing for businesses, schools, and event organizers.
• ADA and Wayfinding Signage ADA-compliant braille signage, tactile lettering, compliant materials, and full ADA wayfinding packages. Signarama was the first sign company in Michigan to invest in 3D printing equipment for ADA signage.
• Monument and Pylon Signs Exterior ground-mounted monument signs and tall pole/pylon signs for high-visibility business identification, including multi-tenant configurations for office parks, shopping centers, and healthcare campuses.
• Window Graphics and Wall Murals Large-format vinyl window graphics, wall murals, frosted/etched vinyl for privacy, and environmental graphics for interior and exterior surfaces of offices, retail, and hospitality venues.
• Trade Show Displays Portable and custom trade show displays and booth signage for conventions and events.
• Sign Installation Services Full-service sign installation including licensed and insured installers for interior and exterior signage, site surveys, permit handling, variance applications, and existing sign removal, disposal, and refurbishment.
• Sign Repair and Maintenance Electrical, structural, and cosmetic sign repairs for signs regardless of manufacturer, LED retrofits to convert old signs to energy-efficient LED lighting, and ongoing maintenance programs including cleaning and inspection.
• National Branding (Multi-Location Project Management) National signage project management for multi-location corporate branding, including surveys, permitting, fabrication, and installation logistics to ensure brand consistency across all locations. Powered by the proprietary BrandBoss.app software platform.
• Sign Leasing and Financing Leasing programs and financing options that allow customers to acquire commercial signage without large upfront capital expenditure, structured as multi-year contracts.

Quantifiable outcome

• Over 100,000 hours of guaranteed LED lighting with 15% average electrical savings per year
• +3 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Construction Association of Michigan (CAM)coreStrategic or Co-development PartnerCAM lists over 700 construction projects statewide annually, most requiring signage. Signarama gains training opportunities, connects with builders and developers, and stays informed of industry trends through this partnership.
• Sunrise Networking Group (SNG)coreGTM or Marketing PartnerNetwork of over 300 members driving business referrals. Signarama hosts events with SNG including one attended by 150 professionals, creating opportunities for partnership building and brand visibility.
• Rochester Regional Chamber of CommerceminorGTM or Marketing PartnerRegional chamber partnership providing access to local leaders, new businesses, and community events.
• Royal Oak Chamber of CommerceminorGTM or Marketing PartnerRegional chamber partnership providing access to local leaders, new businesses, and community events.
• Troy Chamber of CommercecoreGTM or Marketing PartnerLocal chamber membership with direct access to business community. Signarama hosts Troy Chamber's Morning J.A.M. networking session and CEO Series events.
• National BrandingcoreStrategic or Co-development PartnerSubsidiary company providing best-in-class national signage project management and technology solutions. Manages corporate accounts for multi-location branding projects nationwide.
• BrandBoss.appcoreTechnology or IntegrationProprietary project management and technology platform developed by Signarama Troy for managing national brand signage projects with efficient tracking and coordination.
• InstallMySigns.comminorChannel Partner/ Reseller/ DistributorSister website/partner for sign installation services, extending service capabilities.

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DetroitSignShop
• YouTubeyoutube.com/@signaramadetroit
• Facebookfacebook.com/SignaramaDetroit
• Instagraminstagram.com/Signaramadetroit

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Signarama