This article was republished from the May issue of Australian Printer

Insane Signs and Print was founded by Rodney and Sharon James in 2007. Their goal from the beginning has been simple – to provide quality print solutions with an innovative edge. Behind the scenes of this business is a driven team with extensive expertise led by the duo, who also aim to share their deep passion for innovation and growth with a diverse generation of print professionals.

“My husband and I met in New York, where we were both working and living at the time. When we realised that we were having a baby, we decided to return to Australia. Upon returning, Rodney saw this business on sale online and thought it would be a grand idea as he had done a sign writing apprenticeship many moons ago. I humoured him and that’s how Insane Signs and Print started,” its director Sharon James said.

“Since then, we have built our business by fostering the best team culture. We also ensure that our business is an equal opportunity employer and fosters education initiatives for both women and men so that the industry eventually comes into line with others that are less gender segregated.”

As a woman in print herself, Sharon James is one to promote change within the business.

“The most important way to make a change is to make a difference where you can – I promote change in my own business by fostering a policy of inclusiveness and blurring traditional gender roles,” she said.  

“We have women in our print room and on the factory floor. We support them by providing tools like lifters so that they can overcome the physical demands of these traditionally male roles. Conversely, we have men upstairs in the office and in graphic design positions, which have been thought of as a traditional female role.”

Insane Signs and Print digital print operators (and twins) Jaime and Phoebe Dekeyzer first started working at the business part-time when they were in high school, helping their mother who worked full-time at the company.

Jaime naturally progressed to a full-time role following her graduation from high school, while Phoebe joined the childcare industry. It’s only recently that Phoebe joined the team full-time.

“We would come in and help my mother out after school and on weekends sometimes, running the router and lending a hand with whatever needed to be done. After high school, it was a natural progression for me to join mum full-time,” Jaime said.

“Once I began working here daily, I just kept learning how to operate more machines and progressing through the workshop. The more I print, the more I learn about different medias and products that suit each printer.

“When my mother was here, I relied on her to make decisions and to show me the ropes. However, once she left, I had to start making decisions for myself, so that was a big change for me.

“It’s so satisfying when a job prints beautifully and looks amazing when you see your finished work in public. It really gives me a sense of satisfaction and pride that I helped to create it. I am also constantly inspired by Rodney and Sharon by their hard work and dedication to the business.”

Now that her sister Phoebe has joined the company, Jaime has been mentoring her in the same way that her mother did.

“After high school, I went on to study and work in the childcare industry. It is only recently that I have joined Insane Signs and Print full-time. Rodney and Sharon’s commitment to the business and support of the staff is inspiring,” Phoebe mentioned.

“My twin sister has been mentoring me in my role and I work beside her in the print room. She has really shown me what hard work and dedication is. She teaches me about the print industry and is my biggest influence.

“Every job is different at Insane Signs and Print and I have learnt so much since I started work here. My goals moving forward are to continue to deepen my understanding of the print industry and the print equipment that I operate.

“I also want to learn as much as I can from my sister and make myself knowledgeable so that I can assist her in all areas of the production process and across all the machines.”

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