Hey, I’m Russell, co-owner and Creative Director at Studio Dzo, a sign and design studio based in Austin, Texas. We founded Studio Dzo with the mission to create better experiences through better sign design. Since 2016, we’ve done our best to disrupt the design industry by putting design and amazing service over everything else.
For a small business that prides itself on building trusted partnerships with local fabricators and installers, the discovery that one of our ‘locally-fabbed’ signs was produced overseas, without our knowledge, sparked profound confusion and frustration, followed by curiosity. Do quality and profit exist within international partnerships for sign fabrication, and if so, what are the challenges and the potential rewards? This question became an obsession, driving us to delve into the complexities of global sign production, particularly in the dynamic hubs of Asia. Our goal: to understand how collaborating abroad can not only be feasible but also serve as a powerful engine for elevating design and innovation within the American sign industry.
After a full day spent at the massive China Sign expo, we spent a couple more days in Shanghai observing signage, taking in the sights, culture and cuisine. A word of caution: when dining in Shanghai, if a dish is described as spicy, expect it to be intensely so.
Following Shanghai, our next stop was Shenzhen. To make the just over a thousand-mile journey, we took a bullet train. At over 200 mph, the 8-hour trip was quite comfortable in business class. We were well fed and taken care of. There was so much to see out the window. We whisked through small rail towns and industrial cities. The mobile hotspot was functional on the train, so we were able to get some work done. The seats were extremely comfortable, fully reclining to be completely flat, so we were even able to get in a nap before pulling into Shenzhen North Railway Station.
During the planning phase of this trip, we connected with select sign fabricators in China that we had met at ISA in 2023. The entire purpose of this journey was to meet with international fabricators at their facilities to better understand the capabilities and determine if their operations and practices aligned with our values and principles. At the top of that list was COSUN Sign.
Founded in 2004, COSUN Sign has rapidly grown into a major force in the global signage industry. Headquartered in Shenzhen, China, with additional locations in Beijing and Zhuhai, COSUN boasts an impressive operational footprint. With a team of over 500 employees and 387,500 square feet of production space, they are truly equipped to handle projects of any scale. From exterior to interior, illuminated and non-illuminated, ADA and specialty signage, COSUN is capable of doing much more than we had originally understood.
Since 2007, they have committed to building international partnerships; establishing their credibility among US clients by being members of the International Sign Association (ISA) and holding certifications like UL and ISO. To better meet the quality requirements of the US market, COSUN uses over 500 advanced imported production machines and sources many materials from the US. They are also the exclusive distributor of Romark Plastics in China. Not only committed to the traditional practices of sign manufacturing, COSUN is continuously innovating. With over 80 Research & Development personnel, they are focused on ways of developing smarter signs and more innovative and unexpected products.
Andy Xiao, International Sales Director for COSUN Sign, was excited to have Elizabeth and I come all the way to Shenzhen to tour COSUN’s facilities. It was a rainy Monday morning when we met Andy in the lobby of our hotel. Accompanying Andy was Rocky Wong. The 15-minute drive to COSUN’s headquarters allowed us to exchange some casual conversation. Andy started his career in signs with COSUN in 2011, while Rocky, who had a career in LED displays prior to joining the team, has been with COSUN for just over a year.
Pulling up to the headquarters of COSUN Signs revealed an impressive campus-like site with multiple buildings flanking the obvious main building with the COSUN Sign, channel letters in red and their tagline “Create Your Design Better“ in silver. We walked into the vast lobby and were greeted with a message running across a scrolling LED display similar to a ticker tape, “Warmly welcome Elizabeth & Russell to visit COSUN SIGN!” We were handed lanyards by a young lady at the front desk and the four of us walked over to an adjacent conference room. In our experience, capabilities-based presentations from sign shops usually leave us unimpressed at best. Surprisingly, Andy shared a well-crafted and informative presentation deck that helped kick things off for the much anticipated tour.
We’ve been to many shops. Most aren’t much more than a dusty warehouse. Some are cleaner than others but few are as clean and organized as what we found at COSUN. Every department was clearly defined and each project was handled with impeccable attention. We thought we had a good understanding of the capabilities of COSUN Sign: illuminated sign cabinets, channel letters and routed acrylic, but that barely scratched the surface.
Pan-formed signs, custom textured aluminum, large format UV printing, 3D-printed dimensional letters, interactive digital displays, ADA signs and more comprised their offerings. In the US, you’d have to go to several different shops to find the full capabilities of what COSUN offers. As we toured each department, specialists skillfully contributed to larger projects. Signs were rolled from station to station affixing LEDs, fitting faces and polishing before being tested, wrapped and crated to be shipped most likely to the United States.
We were impressed to find that not only were the facilities clean, organized and highly efficient; necessary safety protocols were practiced and enforced. Basics like eye and ear protection, masks, gloves and proper ventilation were just the start. Skilled knowledge and experience of specialized equipment not only prevents injuries but also damage to projects and machinery. The entire shop takes breaks and lunches together to ensure team members aren’t overworked or hungry.
Throughout our time in China, the biggest takeaway we had was that working with international fabricators is not only becoming easier as our economy becomes more global, but also that it’s much more common than we initially thought. Inside the shops we visited, we saw countless recognizable global brands.
And it makes sense, with more capabilities in one shop than most in the U.S., and access to technology and materials that are not available in the U.S., fabricators in China are able to provide more products, at equal quality, for a fraction of the cost. But that doesn’t mean that there are no learning curves that came with our first internationally fabricated project. Based on our experience, we’ve compiled a few essential tips for those considering international fabrication.
- Communication: When working with anyone new, especially an international fabricator, clear, concise and consistent communication is essential to achieving success. Be open to using various channels of communications beyond the standard email and phone calls. Apps like WeChat, and WhatsApp allow file sharing, video, photos, message translation and even purchasing.
- Expectations: If you are expecting a specific color, finish, installation hardware, wiring routing, timeline, etc. be very clear in your documents and art files and with your communications. Setting expectations from the start will set everyone up for success.
- Tariffs, Duties, and Shipping: Don’t let your fears of fees, taxes and shipping costs keep you from getting a quote. Each of these items should be line-itemed in your quote and purchase order. If they aren’t, ask for them to be. This will help you understand all costs prior to purchasing.
- Payment: Bank transfers required to make payments. If your bank does not allow for international transfers, you can use a 3rd party bank like Wise for all international transfers.
- Holidays: There are major international holidays that will affect production timelines. During Lunar New Year expect fabrication facilities to shut down for more than two weeks. It’s always a good idea to ask about any upcoming holidays that may affect your project timeline.
- Pictures & Video: Obviously, you can’t make a trip to see every sign you have being fabricated overseas. Ask for photos and videos of the progress to confirm Pantone matches, lighting and finishes. You shouldn’t hesitate to ask early and often.
- Don’t be afraid to ask for changes: If there’s anything that you need more details on or doesn’t match the details you specified, don’t be afraid to ask for changes to be made. It will be very difficult, if not practically impossible, to have them make any changes once it has shipped.
Touring COSUN’s facilities left us impressed and pleasantly surprised. Our personal inexperience working with international fabricators allowed us to be susceptible to misinformation that is often circulated about businesses beyond U.S. borders. What we found was a higher level of quality product paired with a level of service unmatched by any shop we’ve worked with before. Not only incredibly accommodating, they accepted our design files, understood our intent, solved for fabrication challenges, and met our incredibly high expectations. COSUN’s commitment to innovation, quality and service solidifies our confidence in continuing to work with them.
While working with international fabricators may come with some challenges, there are significant advantages to consider. Our creative sign solutions shouldn’t be limited to the capabilities of one provider. By forging close partnerships with a number of local and international fabricators we’ve been able to not only offer more creative and innovative solutions but maintain our reputation of great service and quality work. Whether you are a fabricator, broker or a designer the sign industry will always be global and the more willing you are to collaborate, the stronger and more successful your business will be.
