Custom signs and graphics in Cancun Mexico

In a resort area like Cancun, Mexico, an interesting sign is essential for the tourist-related businesses that line the streets. The gift shops, clothing stores and restaurants are all trying to lure visitors in. Few know the value of an appealing, effective sign better than shop or restaurant owners in a tourist area.

That’s the market that Carlos Sánchez Acevedo (“Everyone calls me Charlie,” he says) and Ritzia, his wife, have been serving since 2017. Their work is all done by hand—no CNC router, no digital printer.

“At first, we briefly called the business Imagineria Charlie, then changed it to Letreros en Madera. In English, that means Wooden Signs. In 2020 we changed the name to Letreros Mamalones. Mamalon is Mexican slang for ‘cool’ or ‘nice.’ It better explains what we do.”

He does a mix of storefront signs, displays and related graphics, 95% of which are for tourist-related businesses. Along with signs, he makes fiberglass sculptures—great big hamburgers, pizza and shrimp—which get the point across without a language barrier.

Sign painter roots

“My father, José Sánchez Valerio, is a graphic artist,” says Carlos. “He inspired me and my brothers all to be graphic artists. He was old school—everything was done by hand, no computer. Back in the ’90s he used to get SignCraft magazine, and we still have his collection. This photo of him shows him painting a banner for our soccer team. In Mexico, soccer is a religion, and his banner was at all the games. It appeared on TV, in magazines and newspapers.”

For eight years, Carlos did graphic design and production for a company that did event productions in Cancun—everything from set design for music shows, graphics for conventions of all sizes and other types of events.

“I did the visuals for the shows and conventions. We did a lot of 3D graphics—large and small. I have always loved making letters and signs. Eventually I began making signs for the shops and restaurants, and went into business.”

Handmade signs and graphics

“Many people think that you have to have a CNC router to make 3D signs,” says Carlos, “but that’s not so. Before CNC, the graphics and letters were cut out by hand, using a jigsaw. That’s still how we make them.

“I work with wood and sometimes PVC. I know how to work with acrylic, too, but there are too many companies that do that work. I think it is better to specialize in the type of work I do.”

Carlos says the weather in Mexico is hard on digital prints, so most of his work is painted. He uses automotive paints for maximum durability in the tropical sun and moisture.

Cool signs become ads on social media

Social media has made creative signage increasingly valuable as advertising. When customers snap a photo in front of a sign during their vacation and post it on their favorite social media, the business gets powerful exposure that is hard to get anywhere else. Dos Ojos, for example, is an attraction for diving and snorkeling, and the colorful set of large freestanding letters that Carlos made for them has become a popular backdrop for photos and selfies.

“The displays we make using large lettering and graphics are popular,” he says. “We have another business, too, that we use to market the props and graphics we create for weddings, conventions and other events. It’s called Escenografia Cancun, which means Scenic Cancun in English.

“There is a market for creative graphics here, and we like to make them. We started out working from the garage in our home. Now we have a separate location for the business and are doing a lot of interesting, creative projects. We love what we do!”

 

 

Carlos’ father, José Sánchez Valerio, is a graphic artist and is shown here after hand painting this soccer banner.