By signcraft
Posted on Monday, August 18th, 2025
Countless sign makers have told SignCraft over the years that getting a few well-designed, creative signs out on the street laid the groundwork for getting more such work. Well-designed, effective signs get noticed. They stand out in the sea of ordinary signs around them. Not only do people on the street notice them, but sign buyers do, too.
In 1997, Peter Poanessa was a young sign maker who wanted to shift his shop’s focus to unique custom signs. He knew his best marketing tool was his work, and he wanted to get a few signs out in the community to show potential customers what could be done. But it was hard to sell the idea of spending extra on a sign with more visual impact and more value.
“The Prime Roast sign was the first really cool sign that I did in downtown Keene,” he says. “It was for a coffee shop that was opening on Main Street. I did a design that the owner, Judy Rogers, really liked, but she didn’t have the budget for it.
“She offered to barter, saying that she could give me $1000 and free coffee for as long as I’m in business. I really wanted to get that sign out on Main Street so I went for it. I knew it would not only be good for her but good for me. It was. She’s still in business, and the sign went on to win several national sign design awards.”
The sign is 4 feet in diameter and 10 inches thick. The black background is 1/2-in. PVC board, and “Monadnock Coffee Company” is engine-turned gold leaf. The coffee beans and edge banding are hammered copper.
“Fast forward 27 years, and I’ve yet to buy a cup of coffee. I love coffee so I’ve been a regular there. I quit totaling the value of the coffee I had drunk at about $20,000. I’ve told Judy that I thought she’s more than paid for that sign by now, but she still won’t let me buy coffee. She says the sign looks as good as it did the day I put it up, and it still does its job.”
Free coffee aside, the sign did just what Peter had hoped. Most of the signs around town were conservative and traditional—and flat and rectangular. His 3D round projecting sign with hammered copper graphics stood out.
“Once it went up, it was like dominoes. One person after another came in wanting a unique sign ‘like that one for the coffee shop.’ With each custom sign I sold, it got easier and easier to sell high-impact designs. Good design really sells itself eventually. It may take a little time, but it works.”
