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| Sign Language's Creativity Is Not Just For Storefronts By Ofelia Saenz, Signal Tribune staff writer 
Although Mick Hoglund doesn't come from an extensive business background (he was a screen printer during the '80s and was an elementary school teacher in Long Beach during the '90s), his instincts as an entrepreneur and his overall genial demeanor have proven to be far more valuable assets to his recently opened business, Sign Language. A full service sign company, Sign Language specializes in designing, assembling and mounting signage for all types of businesses. Using a variety of materials and technology, the Sign Language team can either create something to match existing signage or help businesses come up with an effective new piece that catches attention and speaks to customers. They work in a variety of materials, as well as provide graphics for store windows, cars, trucks, vans or even the side of a building. The company also serves the wholesale community with tradeshow design and hardware. In the short nine months that it has been around, Sign Language has done jobs for some fairly prestigious names in the area including Long Beach BMW, Enterprise Car Rental and Luck Brand Jeans. But Hoglund is just as enthusiastic about working with his neighbors in the Bixby Knolls area. He is off to a running start and has already established an ongoing relationship with various businesses along the Atlantic corridor. "We could just make a fast sign, but we don't. We take care with every customer to help consult with design and quality," Hoglund said. "We like to work with people. We enjoy our customers and care that they are fully satisfied with their product. By spending time consulting customers about their options, explaining materials, and discussing their needs, Hoglund helps his clients come up with a design, and format that will best suit them. Rather than taking a sales-pitch approach, he relies on his skills as an effective communicator. "I'm not really a salesman. I represent my company and consult my customers," he said. "[Clients] love to be educated about why something is less expensive or why something might be more expensive." Hoglund is decidedly unlimited in the direction that he is willing to take his company-in fact, he has already come up with a few interesting applications for Sign Language's resources including a digitally printed reproduction of wood grain that he sells to car restorers for use on 1960s station wagons. He also designed a series of '50s style wall lamps for restaurant chain Wahoo's Fish Tacos. "You wouldn't think of that as signage, but it does take the technology and design that we use here," he said. Hoglund's philosophy on the company's success is as simple as it is fundamental. "Customers like working with nice people," he smiles. "And we're nice people." Sign Language is located at 3930 Atlantic Avenue in Bixby Knolls. For more information, call (562) 997-3930 or visit www.SignLanguageLBC.com. |