David Martino didn’t plan to run a sign business—he started with street art, then picked up formal training in art and architecture. Today, with 45 years under his belt, he runs Martino Signs, handling everything from small letters to giant sculptures, and even film props.

David calls sign makers “renaissance men,” juggling design, fabrication, code compliance, brand standards, marketing, and installs. Each job is different, and no day looks the same. He’s built a reputation by choosing clients who align with his values, and avoiding the ones who cut corners or bring chaos.

We get into why the sign industry struggles to attract and keep talent—especially when it demands high-skill, hands-on work with little media spotlight. David also shares why sign people often seem to have ADHD, take creative risks, and thrive in unpredictable environments.

He opens up about jobs he’s turned down for moral reasons, the physical toll of the work, and why most people enter this field by accident—not design. If you’ve ever wondered what it really takes to run a creative sign shop, this episode will give it to you straight.
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Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com