The Art of Hand-Painted Signs: A Journey with Jeff Williams of Sun Signs
By Johnny Von Gnarly
Jeff Williams, the owner of Sun Signs in St. Petersburg, Florida, has built a flourishing career as a professional sign painter since 2012. His journey into this niche art form began in a shared warehouse space called Bloom, where he had an art studio. "When work picked up, I didn’t have much time in the studio and considered moving out to allow another artist to use the space," Jeff recalls. "They offered me free rent if I would paint the name of each art show in exchange, which gave me the push to start working on lettering on a larger scale." This pivotal moment led him to discover a can of 1 Shot in the donated paint area, propelling him to explore proper sign painting techniques. After several years of practice, Jeff transitioned to client work, marking the start of his professional journey.
Before dedicating himself to sign painting, Jeff dabbled in various odd jobs, one of which significantly influenced his artistic trajectory. "I had various odd jobs before getting into sign painting, but one of the main catalysts was working as a leather engraver at a popular beach market vending," he shares. Engraving personalized names and patterns onto leather goods sparked his interest in intricate lettering styles, a skill that would later define his sign painting career.
Jeff's passion for art was evident from an early age, but he didn't always foresee it as a career. "I always loved making art but didn’t have a clear vision of how things would pan out," he says. "Sign painting was the first time I realized I could make a living painting." His style, influenced by early '30s and '40s showcard styles, has evolved to prioritize clean, legible work over elaborate effects. "As time has gone on, my focus has shifted to good layout and clean work that stands alone," he explains. "The seemingly simple work doesn’t have as much to hide behind and ultimately makes for more legible signs."
When asked about the value of hand-painted signs versus vinyl, Jeff firmly believes in the former. "I don’t offer any vinyl options, but I think a lot of people are surprised that the hand-painted counterpart doesn’t always translate into a bigger monetary investment," he notes. "Paint ages (gracefully, in my opinion), whereas vinyl dies!"
Jeff enjoys working on various mediums, with glass being his favorite. "In particular, clear single-pane glass that allows you to paint in reverse," he enthuses. "Nothing beats the glass finish of a reverse glass sign in my opinion." However, rough surfaces like walls require different brushes and techniques, which Jeff approaches with a mindset of adaptation rather than difficulty.
Inspiration and mentorship have played crucial roles in Jeff's development as a sign painter. "Derek of Golden West Sign Arts was a huge inspiration to me when I was starting out," he says. "He answered a lot of my questions and recommended a ton of old books which are amazing resources for an aspiring painter." Jeff also admires contemporary sign painters like Mighty Fine Signs, Doug Aldrich, Barton Signs, DK Signs, and Pacific Sign Co., among others.
For those who think sign painting looks easy based on social media clips, Jeff emphasizes the complexity behind the craft. "The clips on my social media are usually just the finishing touches and even those I speed up so much in hopes of catching the eye of people with increasingly shorter attention spans," he explains. "The hardest part for me is the ‘business’ side of things. I just want to paint!"
Social media has been a double-edged sword for Jeff. While it provides visibility and a connection to a global audience, it doesn't always translate to immediate business. "A big following doesn’t always equate to more business, as a lot of people will just watch without buying anything," he observes. Despite this, Jeff appreciates the friendships and professional connections he's made through social media.
Jeff's work extends beyond local projects, with smaller hand-painted woodcuts reaching customers nationwide. "I don’t cater as much to online drops as some other painters since I prefer to avoid shipping and sell locally when I can," he says. Completing his first big wall sign was a significant milestone, even though the business eventually moved, and the sign was painted over. "It was a big learning experience and sort of set the spark for wanting to learn more and improve," he reflects.
The influence of American Traditional tattoo style is evident in Jeff's work, emphasizing simplicity and effective communication. While he adapts to various client needs, Jeff maintains a preference for classic Americana visuals. "Most modern design is made to be used across so many outlets that it often needs to be tweaked to function as a sign rather than just a logo," he explains.
Jeff's career has largely been based in Florida, though he used to travel more before becoming a father. "I’ll still travel for the right projects but much less than before," he notes. He relies on 1 Shot paint and Flying Squirrel brushes, though he's experimented with many brands over the years.
Mentorship is important to Jeff, and he often receives requests for advice from aspiring sign painters. "I do my best to help them out, just like others helped me when starting out," he says. "My biggest thing is I’m much more inclined to give advice to someone who has already given it a shot."
Jeff finds the most rewarding jobs to be those with historical significance, like painting a sign for Sunken Gardens, one of Florida's oldest roadside attractions. "We went over a ton of historical photos of the signs over the years with their archivist before repainting it on a fresh facade," he recalls. Overall, working with small businesses and fostering long-term relationships has been the most gratifying aspect of his career.
Not every job has been smooth sailing. Jeff recounts a challenging experience painting a mini truck for Disney Springs, which taught him valuable lessons about quoting and handling unfamiliar equipment. "I quoted them way too low and quickly tried to figure out how to work an HVLP spray gun," he admits. Despite the challenges, the job turned out well, and Jeff learned the importance of preparation.
Brand merchandising complements Jeff's client work but isn't his primary focus. "The best marketing has been the work itself but creating an association to your name is crucial," he says. For aspiring sign painters, Jeff advises keeping track of finances and talking with peers about pricing. "Some factors will differ like your experience level and location but it can be validating to hear what others in your trade are charging for their work," he suggests.
Promoting oneself on social media can be time-consuming, but Jeff enjoys the creative process of making videos. "The process of making a video reminds me of the days when I would make edits of skateboarding so I don’t mind that part as much," he says. While social media metrics can be unpredictable, Jeff values the platform as an archive of his work.
Despite the administrative aspects of the job, Jeff's passion for sign painting remains strong. "Once the paint is mixed and the brush is wet—everything else seems to fade away and it gets my full attention," he says. Providing for his family has added new motivations, driving him to refine his techniques for efficiency.
Inspiration for Jeff comes from historical sources and traditional tattooing. He strives to stand out by using subtle, effective design principles like negative space and healthy margins. Early collaborations with respected tattoo shops marked a turning point in Jeff's career, boosting his confidence and client base.
Jeff emphasizes the importance of obsession in achieving skill mastery. "You’ve got to have the drive to pursue something that doesn’t come easy," he asserts. Valuable advice like "Use a bigger brush!" from Ross of Sure Hand Signs has guided Jeff, while he dismisses discouraging advice to "Get a real job."
Starting out, Jeff found resources limited and old-timers more guarded about their knowledge. "I started at a time where I could reach out to someone with questions across the country who wasn’t worried about me being their competitor due to proximity," he explains.
Looking ahead, Jeff envisions continuing to hold a brush and possibly expanding his team to accommodate demand. "I’d also like to work towards more design work before getting to the paint," he says, aiming to balance his passion with a sustainable business model. In conclusion, Jeff states: "I’d love to slow things down a bit to give each project more time in the design phase but until then I’ll stay cranking em out!"
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