For 20 years, Sign Media Canada has celebrated the people and companies shaping the sign industry. Gemini, one of our enduring advertising partners, first appeared in our pages in February 2006—and returned for our 20th anniversary issue in 2026. In this interview, territory development manager Darryl Brumwell shares insights into Gemini’s growth, evolution, and industry impact.

Sign Media Canada (SMC): What has changed most in the sign industry in 20 years? And what hasn’t?

Darryl Brumwell (DB): The biggest change I’ve seen is the speed and complexity of the industry. Technology has transformed how signs are designed, manufactured, and brought to market, while customers expect more customization, faster turnaround, and greater consistency across increasingly complex programs. Sign companies today are being asked to do more, faster, with more information and more options than ever before.

What hasn’t changed is that this is still very much a relationship-driven industry. Trust matters. Reliability matters. People want partners who understand their business, solve problems, and do what they say they’re going to do. Technology can change how we work, but it hasn’t replaced the value of strong relationships and people who genuinely understand the sign industry.

SMC: What’s the most important thing your brand stands for today?

DB: For me, Gemini has always stood for being a trusted partner to the sign industry. We are a wholesale manufacturer, so our success ultimately comes from helping our customers succeed.

Today, that means more than simply manufacturing a quality product. It means being dependable, continuing to innovate, sharing our expertise, and making it easier for sign companies to deliver great solutions to their customers. After more than 60 years in this industry, I think the responsibility is to continue earning that trust rather than assuming it.

SMC: What helped you adapt through major industry changes?

DB: Staying curious and staying close to the customer. I’ve learned not to become overly attached to the way something has always been done. Markets change, technology changes, customer expectations change, and good leaders have to be willing to challenge their own assumptions.

At the same time, I think you have to know which things shouldn’t change. Listening to customers, developing great people, building strong relationships, and taking ownership when something isn’t working have remained incredibly important throughout my career. For me, adapting has been about being willing to change the approach without losing sight of those fundamentals.