How One Partner Grew with Gemini: The LettersAndSigns.com Success Story
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LettersAndSigns.com is a standout example of how the right partnership, quality products, and a commitment to craftsmanship can transform a local sign shop into a national signage provider. As part of the Trademarks Signs and Graphics family, the company’s journey shows how strategic decisions, combined with the support of a trusted manufacturing partner like Gemini, have fueled long-term growth.
This story offers a closer look at how the business evolved, what drove its expansion, and our role in achieving its goals.
Their story began in April 2004, when Gardner Wright Trademarks Signs and Graphics, a Kansas City area shop that needed a fresh start after years of instability. As Wright recalls, “There were unpaid bills, slow deliveries, and everything you do not want. Gemini helped me right the ship, along with Sales Manager Geran Smith, who became one of my good friends.”
Competition in the Kansas City market was intense, and Gardner quickly recognized the need for differentiation. He made a bold strategic move. “In 2006, we created LettersAndSigns.com, and we have never looked back.”
Growth followed.
From 2008 through 2020, the company expanded its reach through a West Coast sales office and began serving customers nationwide. In 2021, LettersAndSigns.com introduced a custom ordering platform to streamline the ordering process for customers and improve internal team efficiency.
At every stage, Wright kept the company rooted in values that still define it today. Fast turnaround. Cost savings. Friendly and knowledgeable service. And above all, a belief that great signage should always come from real, experienced people who stand behind their work.
LettersAndSigns.com now serves a wide range of industries, including retail, hospitality, education, government, religious organizations, healthcare, financial institutions, and many others. Their extensive product offering reflects both their versatility and their commitment to delivering high-quality signage to clients across industries.
Their capabilities include metal signage, such as flat cut metal, cast metal, and fabricated stainless steel, as well as illuminated products. They offer plastic solutions, including flat cut acrylic, formed plastic, and injection molded letters. They also produce foam and laminate signage, along with a full range of plaques in multiple metals, including etched, engraved, bas-relief, and photo relief options. Their lighting expertise spans front-lit and back-lit letters in materials such as stainless steel, aluminum, bronze, and copper. They further support clients through custom ADA and wayfinding systems, including modular directional signage.
This depth and breadth of signage solutions have allowed the company to grow steadily while serving a wide range of customer needs.
We have been a constant in their journey and played a vital role in supporting stability and growth from the beginning. Wright shared, “Compared to all other wholesale signage vendors, Gemini is heads above everyone else. We aligned with their quality and delivery timing.”
The reliability of our products enabled LettersAndSigns.com to scale with confidence, particularly as it expanded beyond local fulfillment into national markets and later invested in digital tools to streamline operations.
Wright also credits the personal side of the partnership. “Geran Smith was a massive part of helping us rebuild. Gemini really came alongside us.” The long-standing relationship continues to reflect shared values, including craftsmanship, consistency, and support for partner success.
Among the many materials they offer, acrylic is the most influential to their growth, and Wright is clear why. “Acrylic products are by far the biggest game changers. They are cost-effective, but when painted, they have a flat, metal like look. And that lifetime guarantee means everything.”
For a business built around quality and efficiency, our acrylic letters and logos delivered the versatility and premium appearance customers expect, while still supporting the fast turnaround that defines the company’s service model.
Digital tools have been essential to LettersAndSigns.com’s efficiency, especially as order volumes have increased over the years. One of the most impactful tools has been their use of
Wright said, “Instant pricing. That alone has been huge for us.” Faster quoting has strengthened customer confidence and enabled projects to move through the pipeline more smoothly.
Customer expectations continue to evolve rapidly, and Wright has seen these changes firsthand. “Customers now expect next-day service or next-day delivery for signage. It does not help.”
Competition has also shifted. What once came only from local sign shops now comes from companies worldwide. Wright noted, “Chinese companies, Amazon, and Etsy are all problematic and very deceptive. A lot of bait and switch.”
LettersAndSigns.com stays competitive by focusing on what customers value most: Quality materials. Reliable turnaround. Clear communication. And expert guidance that helps customers understand exactly what they are getting
Wright also said that future growth will depend on continuous learning. His advice to other sign shops is simple. “Learn everything you can about AI and web development.”
LettersAndSigns.com remains grounded in the values that shaped its early years: Craftsmanship, speed, reliability, and genuine care for the customer experience.
LettersAndSigns.com plans to continue investing in digital innovation, including enhancements to its online Sign Designer, which has already transformed the customer ordering process.
Throughout, we will continue to play a significant role. Wright summed it up clearly. “Gemini’s quality and timing have always set them apart. That is why we keep coming back.”
As the signage industry evolves, the story of LettersAndSigns.com shows how innovation, adaptability, and strong partnerships can create long-term success. Learn more about how we can help grow your business at geminimade.com.
