Hello, readers!

Welcome to Meet the Makers, a series that takes a playful, engaging approach to showcasing the personalities and expertise of sign pros while staying rooted in the signage industry.

This week, we feature Boris Kaminsky, vice president of sales and marketing at Steel Art Signs. Born into the sign industry, Kaminsky has never looked back. What started on the shop floor has grown into decades of experience managing national signage programs for some of North America’s most recognizable brands. Known for a hands-on approach rooted in partnership and problem-solving, Kaminsky helps clients transform their branding into high-impact signage that delivers performance, presence, and precision. From coast-to-coast rollouts to one-of-a-kind architectural showpieces, he builds scalable signage programs, value engineers without compromising quality, and manages complexity with calm, clarity, and care.

Here are his answers to our questions:

What’s your sign superpower?

I bring decades of expertise along with a knack for value-engineering solutions that visually and strategically elevate brands. I specialize in strategic visual storytelling, ensuring that a visitor doesn’t just see a sign—they instantly grasp a brand’s personality.

Every sign I oversee is bold, bright, and unforgettable. From design to fabrication to installation, I manage the entire process, making sure our signs become the face of a business and part of a larger marketing ecosystem. I champion value-engineered quality by selecting durable, low-maintenance materials optimized for cost efficiency, so clients receive premium signage without overpaying. I also celebrate the craftspersons—fabricators, installers, designers—whose collective effort brings each sign to life, leading with a style rooted in collaboration and recognition.

In short, my superpower is transforming signage into strategic assets—powerful brand ambassadors that resonate both visually and emotionally. My approach merges creativity, engineering, and leadership to build iconic signs that stand the test of time.

What’s the most challenging project you’ve worked on?

Every signage project has its curveballs, but one that stands out was a complex multi-phase install for a national brand with tight timelines, limited site access, and design changes on the fly. From engineering foundations to coordinating multiple trades and weather delays, it tested every ounce of our planning, patience, and problem-solving.

What made it most rewarding? Seeing the result come together perfectly, knowing how much teamwork, grit, and experience went into making it happen. That’s what we live for.

Every challenge is an opportunity to grow—and we’re always ready for the next one.

What’s a favourite sign or sign system you’ve created?

It’s hard to pick just one favourite—each project we work on holds something special. Every sign tells a different story, shaped by the client’s brand, vision, and goals. While you do see some similarities in finishes, sizes, or styles, no two signs are ever truly the same. What makes this industry so exciting is that each client brings their own personality and creativity to the table. That’s what I love most—helping turn a unique idea into a visual reality that makes a lasting impression.

If signage could talk, what’s the funniest thing a sign has ever ‘said’ to you?

If signage could talk, there I was—on-site for a big install—when this massive pylon sign practically whispered to me, “You sure you measured twice? ‘Cause I’m not climbing back down there again…” Over the years, we’ve seen signs fall asleep mid-glow, directional arrows that pointed guests to the “washromm,” and once—a true story—a temporary sign that read: “COMING SOON: NOW OPEN!” (The client changed opening dates mid-print… you’ve got to love that!) At Steel Art Signs, we take our work seriously, but we also know that signage has a personality. Whether it’s whispering sass, flashing style, or silently guiding thousands every day, signs say a lot without saying a word. Your sign may be quiet—but trust us, we hear everything it’s saying.

What’s the one piece of signage advice you wish everyone knew?

Design your signage like it’s permanent—even if it’s temporary.

Here’s why:

Permits take time.
Reprints cost money.
Poor layout or visibility? That hurts your brand.
Cheap materials = early failure.

So many businesses rush signage at the last minute—just to “get something up”—and end up with spelling mistakes, fading vinyl, or signs that don’t meet code. Then they have to fix it—twice the cost and frustration.

Whether it’s a one-week promotion or a 10-year storefront sign, always ask:

• Is this legible from a distance?
• Will this survive Canadian winters?
• Does this reflect our brand’s quality?

At Steel Art Signs, we help brands think long-term—even on tight timelines or budgets. Because good signage doesn’t just “hang there”—it works for you.

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Here’s to celebrating the industry’s creative minds! See you next time.