Hello readers!

Welcome back 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 Susan Svotelis, director of sales for Canada at Plaskolite. With a career spanning nearly four decades—from neon channel letters and spray-painted graphics to advanced LED systems and performance plastics—Svotelis has lived the evolution of modern signage. Known for her hands-on leadership and deep technical know-how, she brings a uniquely holistic view of branding, materials, and mentorship. Her projects include everything from major multiplexes to iconic city landmarks—each a chapter in a story still unfolding.

What’s your sign superpower?

I’m not sure anyone would call it a “superpower.” Still, if I had to choose one, it would be my diverse background in materials applications related to signage manufacturing, and my deep respect for the art and science of branding when designing and building signs. Understanding the anatomy of a sign is crucial when helping clients interpret and develop their visual identity.

My journey in the sign industry began in 1987 at Acme Sign Supplies, a national sign supply distributor. Back then, neon was the only way to illuminate channel letters, sign cabinets glowed with fluorescents and ballasts, and graphics were still spray-painted onto plastic faces! From 1988 to 2016, I worked with several national sign manufacturers on an incredible variety of projects. I had a front-row seat to the evolution of cutting-edge materials, advanced fabrication methods, shifting design trends, and a retail and commercial development boom across North America.

Those were exciting years in the Canadian signage industry; global brands were expanding rapidly, opening location after location in newly built power centres and mixed-use developments. I’ve had the privilege of working alongside brilliant designers, engineers, technicians, and installers, each contributing to the final product with passion and precision. Much of what I’ve learned has been passed down through tribal knowledge and hands-on experience, which is why mentorship and coaching are vital in our industry.

In 2016, I broadened my technical expertise in LED lighting as national sales manager for SloanLED. In 2023, I joined Plaskolite as director of sales for Canada, supporting the signage industry with top-tier performance plastics solutions.

Another trait that’s served me well is my ability to be agile and solutions-focused (some may say relentless). Like many of us in our industry, I’ve had to juggle a million moving parts while making quick decisions and staying laser-focused on results.

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

The most challenging project I ever sold and managed was the AMC Planet Movies complex in Columbus, Ohio, a high-profile collaboration between Planet Hollywood and AMC Theatres. In the mid-to-late ’90s, multiplex cinemas were booming across North America, and the company I worked for at the time, Enseicom, had just secured a series of Canadian AMC Theatre builds.

AMC’s U.S.-based general contractor was so impressed with our design-build capabilities and quality workmanship that they tapped us for this major project, one of the largest theatres slated to open in America at the time. The grand opening was set for June 1, 1999, and huge Hollywood stars like Arnold Schwarzenegger, Sylvester Stallone, and Shaquille O’Neal were scheduled to attend. The pressure was intense, and the timeline was non-negotiable.

The scope? Everything from a 6.7-m (22-ft)-diameter backlit fibreglass dome with painted and vinyl graphics over the main entrance, to illuminated channel letters, pylon signs, reado-graphs (remember those?), interior wayfinding, concession signage, and structural lighting trusses. We hauled oversized signage structures over long distances, navigated constant changes at a hectic jobsite, co-ordinated multiple subcontracted crews and our own installation teams, and somehow made it all happen. Let’s just say… we earned that one.

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

Anyone who knows me has probably heard this story before—and may already know which project I’ll choose! The one that stands out most is the iconic Famous Players Paramount Cinemas (now Scotiabank Cinema) on the corner of Ste-Catherine and Metcalfe in Montreal, Que., which opened in June 1999. Fun fact: I was managing that project at the same time as the Columbus one I just mentioned!

This large-scale design-build cinema project was installed in a historic building, the former Simpson’s department store, requiring preservation of the site’s architectural heritage and making for very tricky installation conditions. The signage package, designed by Sceno-Plus, was bold and unconventional, and we drew crowds at every phase of the installation.

I was the “white hat” on-site, managing crews during the install, and apparently, I caught the eye of a certain passerby who had to detour around our roadblocks each day. Fast forward to a particularly stressful day on June 16: I decided to take a mental-health break (what we called “happy hour” back in the day) and ducked into a local bar. While reading my newspaper and trying to relax, a man approached me, saying he and his friends recognized me as the woman causing traffic chaos on Ste-Catherine Street. In no mood for small talk, I brushed him off a few times… until I looked down and noticed he was wearing a very nice pair of shoes. He earned himself a second chance—and the rest, as they say, is history. We’ve now been together for nearly 26 years, even getting married on June 16 in 2007, immortalizing the date we first met. So, I guess the moral of the story is: gentlemen, never underestimate the power of good footwear.

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

Years ago, during an “all hands on deck” moment, I found myself driving a truck packed with signs, headed to a big install in Ottawa. I may have a reputation for having a bit of a lead foot, and as I cruised down the highway, just slightly behind schedule, my cargo started to knock around and make some noise.

If you’re familiar with Hwy 417 from Montreal to Ottawa, you know there’s always some construction. As I entered a reduced speed zone, a big flashing “SLOW DOWN” warning sign lit up—and right on cue, one of the crates in the back of the truck bumped and thumped, as if it was saying, “Hey lady, did you read the sign?!”

Needless to say, I took the hint, eased off the gas, and made it to the job site on time, with everything (and everyone) still intact. And yes, it was another cinema project, this time a Cineplex Odeon!

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

One of the most enduring pieces of advice I was given early in my career, which I still follow today, both in signage and life, is the old saying: “Measure twice, cut once.”

On the surface, it’s practical advice about precision and preparation. But at a deeper level, it’s a reminder to approach everything you do with intention. Whether you’re working with material, composing an email, or engaging in a difficult conversation, take the time to pause, reflect, and double-check your direction. This can shift the entire outcome.

In a fast-paced world, it’s tempting to move quickly and react instinctively. But experience often builds restraint. That extra moment of consideration can mean the difference between costly mistakes and lasting success. Partnerships, authentic passion for your profession, and integrity are the hallmarks of a successful career path; staying true to your values and to your commitment to excellence should be non-negotiable.