Hand-Carved Business Sign | Exposures Gallery, Sugar Loaf NY

Some signs simply mark a location. Others become part of the artwork. When Nick Zungoli decided it was time for a new sign at Exposures Gallery in Sugar Loaf, NY, he wanted the second kind. As one of the Hudson Valley's most recognized photographers, with 46 years behind his gallery, he knew exactly how much a storefront says about the work waiting inside.

He brought that project to Keith at Sundanced Wood.

Watch Nick Zungoli’s Full Video Testimonial

Why the Right Sign Matters

For a working artist, the sign out front is the first piece of art a visitor ever sees. Nick understood that better than most.

"It was so important to have a professional-looking sign, because that's the first immediate impact you make on a potential customer," he said. "They size up your business. Is this a fly-by-night type of business, or is this professional?"

For years, Nick had displayed one of his own photographs out front with a bit of typography. It did the job, but it was, in his words, less than an upscale look. He was ready to raise the bar.

Hand-carved wooden business sign for Exposures Gallery in Sugar Loaf, NY

Nick did not shop around. As an artist himself, he had a simple rule.

"As an artist myself, I would only work directly with another artist," he said. "For me, he's a local artist. I've known Keith for a number of years, and I've been familiar with his signage for quite a while."

He had watched Keith's work appear on storefronts throughout the community, and he knew the lineage behind it. Keith learned the craft from the respected Boone family, who have been part of this community for years and, as Nick put it, handed the torch over to Keith.

"You're not going to find anybody who brings the artistry, the professionalism, and the years of experience that Keith brings," Nick said. "There's just nobody around who can do that. This is the guy."

Turning a 46-Year-Old Logo Into Carved Wood

Nick has built his identity around a single image, a photograph of a leaf he took many years ago. It has represented his gallery for more than four decades.

He handed Keith the original photograph file, and Keith returned with a design that honored it. Rather than a flat reproduction, Keith carved the leaf directly into the wood, then hand-painted every vein. The extra detail worked around the leaf gives it a three-dimensional depth that reads from the road.

"Besides just carving the leaf in there, he hand-painted in all the veining and really made it look three-dimensional," Nick said. "It's so beautifully done."

Gold Shimmer Without the Gold Leaf Price

Nick has always been someone who wants quality without cutting corners, while still keeping an eye on cost. When the two discussed finishing the lettering in gold leaf, Keith offered a smart alternative.

Keith suggested a gold and ivory paint that could deliver the same effect for roughly half the price, with a promise attached: if Nick was not happy with the result, they could always go back and add the gold leaf later.

They went with the paint, and the result speaks for itself.

"It has the shimmer and shine you'd expect out of gold leaf," Nick said. "At night, when cars come by and it gets illuminated, it really shows. I'm really happy we saved probably half the price of the sign."

Built to Last

A sign in the Hudson Valley has to stand up to every season. Keith finished the piece with multiple coats of black lacquer, so it will weather the elements for years to come. And for a piece done entirely by hand, Nick found the turnaround more than fair.

"He's such a great guy to work with, and very responsive," Nick said. "The turnaround time was reasonable for something that had to be done all by hand."

Your Sign Is Your First Impression

Nick Zungoli's new sign does exactly what a great sign should. It tells passing drivers that the work inside is worth stopping for, and it does it with the same care Nick brings to his own photography.

That is the standard Keith brings to every project at Sundanced Wood, from hand-carved business signs to custom wood art, for clients across Goshen, Sugar Loaf, and the greater Hudson Valley

If your storefront is not saying what you want it to say, let's change that. Visit sundancedwood.com to talk about your custom hand-carved sign.