Signs of the times…

Indiewalls, a Brooklyn based art consultancy company, launched the signage Indiesigns project to spread the messages of best Covid safety practices across retail and other public spaces. Offering a showcase platform for independent artists, the company produces custom wall, floor and window signs for businesses. Designed by artists, these signs remind and encourage people to maintain social distancing and follow other safety protocols. The decals and signs have been custom designed by independent artists who have suffered loss of work due to Covid-19. They present information in colourful and creative ways while conforming to CDC guidelines. In an interaction with VMRD, Gavi Wolf, CEO, Indesign, shares more information on the project, the future of signage in retail, and more.

- N. Jayalakshmi

Can you first talk about how the safety signage project was conceived and how it evolved?

Indesign was conceived as a direct result of COVID-19. When the pandemic hit, our original commercial art consulting business Indiewalls came to a halt. We decided to pivot this business, where we curated art collections for the likes of Google, LinkedIn, Marriott, and Royal Caribbean, to create a brand new e-commerce initiative that catered to the collective needs of this ‘new world’—Indiesigns COVID-19 signage that helps commercial and hospitality environment reopen, or remain open, safely.

When owning a business, having an open mind and a willingness to get creative is crucial. Like most people, we were blindsided by the drastic impact COVID-19 would have on our original business, Indiewalls. When we were thinking of ways we could continue to financially support artists and keep our printers running, the idea of producing safety signage and decals dawned on us; Indiesigns was born.

Our mission was driven by our collective post-pandemic reality—a product that will help businesses reopen with CDC-enforced guidelines, keep the public safe, and support artists who have suffered the loss of work as a result of the pandemic. This pivot also enabled us to continue to support the careers of 3,500+ independent artists who had experienced a loss of work due to the pandemic.

Now with Indiesigns, we have shifted our focus to commercial businesses, and how we can help them operate their business in a post-COVID-19 world. Across the board, there’s a need for aesthetically pleasing, affordable, and easy-to-purchase signs.

How many artists did you collaborate with for it?