New Year, New You: How Thoughtful Signage Shapes Brand Perception

Best Practice Article by: Donna Watkins of Circle City Custom Signs, Inc.

The start of a new year often brings fresh goals, new strategies, and a renewed focus on growth. Businesses revisit their websites, marketing plans, and internal processes—but one powerful branding element is often overlooked: signage.

Signage is more than a name on a building or a logo on a wall. It is often the first physical interaction someone has with your brand. Whether a customer is walking into your storefront, visiting your office for the first time, or navigating your space, signage plays a critical role in shaping how your business is perceived. Before a conversation happens or a service is delivered, your sign has already started telling your story.

First Impressions Start at the Curb

Exterior signage sets expectations instantly. A well-designed, well-maintained sign communicates professionalism, credibility, and pride in your business. Conversely, outdated or poorly lit signage can unintentionally send the opposite message—even when the organization inside delivers excellent service.

In a competitive marketplace, perception matters. Customers, clients, and partners often make subconscious judgments within seconds, and signage plays a key role in those decisions.

Signage as a Silent Brand Ambassador

Effective signage does more than display a logo or name. It reinforces your brand’s personality, values, and tone. Colors, materials, lighting, and placement all influence how people feel when they interact with your space. Modern signage can signal innovation. Clean, cohesive design builds trust. Warm materials and thoughtful lighting create approachability.

Interior signage matters just as much as exterior signage. Lobby signs, wayfinding, wall graphics, and environmental branding all contribute to the customer experience and help visitors feel confident and comfortable in your space.

When signage is thoughtfully designed, it reinforces brand identity and helps customers feel confident they are in the right place.

Consistency Builds Confidence & Trust

One of the most important aspects of branding is consistency. When signage matches your digital presence, printed materials, and overall messaging, it creates a cohesive experience. Consistent branding signals reliability and professionalism—two qualities customers subconsciously look for when deciding who to trust.

The new year is an ideal time to evaluate whether your signage truly reflects who you are today—not who you were years ago. Businesses evolve, and signage should evolve with them.

Function Matters as Much as Design

Good signage doesn’t just look good—it works hard. Clear directional signs improve customer experience. ADA-compliant signage ensures accessibility. Well-lit exterior signage improves visibility and safety. These functional details often go unnoticed when done well, but they significantly impact how people experience your business.

Bringing Brands to Life Locally

At Circle City Custom Signs, we work with businesses across Central Indiana to translate their brand into physical space. Every organization has a story, and signage is one of the most tangible ways to tell it. From exterior signs that welcome customers to interior elements that reinforce culture and values, signage helps bring brands to life in meaningful ways.

As companies look ahead to a new year, signage should be part of the conversation. It is a strategic asset that shapes perception, supports growth, and reinforces brand values every day.

Looking Ahead

As businesses step into the new year, signage should be part of the conversation—not as an afterthought, but as a strategic tool. Whether you’re rebranding, growing, or simply refining how your business shows up in the community, signage has the power to shape perception, strengthen identity, and create lasting impressions.

A new year brings a fresh opportunity to ensure your brand is seen the way you intend it to be seen.

To learn more about how signage impacts brand perception and how businesses are using it to elevate their presence, visit circlecitycustomsigns.com and explore ideas that can help bring your brand to life in the year ahead.

Central Indiana Women’s Business Center Earns National Women’s Business Center of Excellence Designation

Recognition affirms CIWBC’s impact supporting women entrepreneurs across Central Indiana during Women’s History Month

INDIANAPOLIS. The Central Indiana Women’s Business Center (CIWBC), a program of the Indy Chamber, has successfully graduated from a six-month national program and renewed its two-year designation as a Women’s Business Center of Excellence through the Association of Women’s Business Centers (AWBC). The designation recognizes CIWBC’s commitment to operational excellence, strategic leadership, and measurable impact in advancing women-owned businesses across Central Indiana.

The National Women’s Business Center of Excellence designation honors organizations that demonstrate strong alignment with the mission, vision, and values of the Women’s Business Center network while achieving meaningful outcomes for women entrepreneurs. CIWBC completed the rigorous program alongside peers from across the country, reinforcing its role as a trusted resource within the national WBC ecosystem.

“Becoming a Women’s Business Center of Excellence is an incredible achievement,” said Klassi Duncan, AWBC Board Chair and Vice President of the Center for Entrepreneurship & Innovation at the Urban League of Louisiana. “The work that these graduates have put into the process demonstrates not only their commitment to improving their center’s operations, but also their dedication to achieving even more impactful outcomes for the women-owned businesses they serve.”

Over the course of six milestone assignments, participating Women’s Business Centers partnered with peer organizations to identify gaps and opportunities for improvement across strategic planning, service delivery, continuous improvement, and collaborative relationships. The program emphasizes the importance of strong leadership, engaged volunteers, and supportive funders — all of which play a critical role in sustaining long-term impact.

“This designation affirms the strength of CIWBC’s programs and the dedication of our team and partners,” said Rebekah Payne, CPA – Partner, Cherry Bekaert, Board Chair, CIWBC. “It reflects our continued commitment to meeting women entrepreneurs where they are and providing the tools, guidance, and connections needed to start, grow, and scale their businesses.”

The National Women’s Business Center of Excellence graduation and closing ceremony took place in December 2025. CIWBC’s renewed designation is effective for a two-year period and positions the Center to continue expanding its reach and impact across the region.

For more information about CIWBC programs and resources, visit Central Indiana Women’s Business Center – Indy Chamber. The CIWBC will host its 12th Annual Women in Business Retreat on Apr. 23, 2026.

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About the Central Indiana Women’s Business Center

The Central Indiana Women’s Business Center (CIWBC), a program of the Indy Chamber, supports women entrepreneurs through education, advising, and access to resources that help businesses start, grow, and scale. CIWBC is committed to fostering an inclusive entrepreneurial ecosystem that strengthens women-owned businesses and advances economic opportunity across Central Indiana.

About the Association of Women’s Business Centers

The Association of Women’s Business Centers (AWBC) is a nonprofit 501(c)(3) organization founded in 1998 to support and advocate for the national network of Women’s Business Centers. AWBC sustains a network of more than 152 WBCs across the United States and Puerto Rico, advancing economic and entrepreneurial opportunities for women through training, mentoring, counseling, and access to capital.

Success Story: Antonio Chapital Brings Indy’s Stories Into Focus

Tell us about your business.

I own Chapital Photography, where I provide professional photography and video services to small- and mid-sized companies throughout the Indianapolis region. My work focuses on helping organizations visually tell their stories, whether through event coverage, corporate photography, or brand imagery.

Over the years, I’ve had the opportunity to serve clients including Riley Children’s Foundation, Indy Chamber, Asian American Alliance, KeyBank, Old National Bank, JPMorgan, International Center, Purdue LLC, Herron Classical Schools, Oaks Academy, Connor’s Painting, Schott Design, Bedel Financial, Enhancement Financial, Anderson Library, and Morales Group.

Editor’s Note: Antonio’s client list reflects a wide range of trusted institutions across Central Indiana — from financial institutions to nonprofits to educational organizations — a testament to the consistency and quality of his work. He has also partnered with the Indy Chamber on numerous projects, from staff headshots to capturing large-scale events like Conexión: 5 for 500, bringing professionalism and precision to every assignment.

What inspired you to start your business?

Photography is a combination of technical skill and people skills, and I’ve always felt drawn to that balance. I enjoy the technical challenge behind the camera — understanding lighting, composition, and timing — but just as much, I value working directly with clients to understand what they need.

Every project is different. I like the challenge of creating images that match what a client envisions, and turning that vision into something tangible. That process of collaboration and creation is what keeps the work exciting for me.

How has your Hispanic heritage influenced your journey as a business owner or leader?

There aren’t many Latinos in this field, especially in corporate and commercial photography. I embrace the challenge of representing the Latino community in a space where we are often underrepresented.

For me, it’s important to show that our community brings professionalism, creativity, and leadership to every industry — not just the ones people may expect. I take pride in being able to represent that through my work and the relationships I build with clients.

How has being part of the Indy Chamber, or the Indianapolis business community more broadly, supported your growth as an entrepreneur/small business?

Being a member of the Indy Chamber has created many opportunities for my business. It’s an organization that businesses should strongly consider joining if they want to grow intentionally.

The Chamber provides tools, resources, and guidance, but more importantly, they show business owners how to use those tools effectively. Every business has its own vision and challenges. The Indy Chamber does a great job of meeting businesses where they are and providing an environment where we can grow.

What advice would you share with other Hispanic entrepreneurs or small business owners in Indy?

As a Hispanic business owner, my advice is to learn how to work effectively with others and to recognize that we cannot do everything on our own. We do not know everything — and that’s okay.

Growth comes from being willing to learn, ask questions, and connect with the right people. When you’re ready to expand your network and your business, connect with the Indy Chamber and surround yourself with others who want to see you succeed.

Hispanic Business Council Opens Nominations for the 2026 Conexión 5 for 500

INDIANAPOLIS (Feb. 10, 2026). The Indy Chamber and its Hispanic Business Council (HBC) announced today that nominations are officially open for the 2026 Conexión 5 for 500, a signature recognition honoring five outstanding Hispanic- and Latino-owned businesses making an impact across the Indy region.

Part of the Indy Chamber’s Conexión event series, 5 for 500 spotlights small businesses that exemplify leadership, innovation, and community impact while advancing a more inclusive regional economy. The program reflects the Indy Chamber’s ongoing commitment to ensuring Hispanic entrepreneurs have an equal seat at the table in the projects and partnerships shaping Central Indiana’s future.

Nominations open Tuesday, February 10, and will be accepted through Tuesday, March 10. Community members, business leaders, and partners are encouraged to submit nominations for businesses demonstrating excellence in one of five categories:

Selected businesses will be recognized at the 2026 Conexión 5 for 500 event, taking place May 12 from 11:00 a.m. to 1:00 p.m. at the Indianapolis Motor Speedway – Gallagher Pavilion. Presented by JPMorgan Chase, the event will convene Hispanic business owners, corporate leaders and partners to celebrate entrepreneurship, economic mobility, and regional progress.

“One of the most powerful aspects of Conexión is its ability to elevate the businesses driving progress in our community,” said Marcela Montero, Director, Hispanic Business Council. “Conexión 5 for 500 is an opportunity to recognize Hispanic entrepreneurs who are building legacy, creating jobs, and shaping the future of the Indy region.”

The Conexión event series is one of the most diverse business engagement platforms in Central Indiana. Through collaboration with strategic partners, Conexión prepares Hispanic and Latino entrepreneurs to compete for and participate in major projects that impact the entire region.

To submit a nomination for Conexión 5 for 500, visit here.

Additional details regarding event registration will be announced at the Conexión Breakfast on Feb. 24.

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About Conexión Events

Conexión is a year-round series of curated events hosted by the Indy Chamber’s Hispanic Business Council. More than networking opportunities, Conexión events create intentional space for Hispanic business owners and professionals to build relationships, increase visibility, and access pathways to economic opportunity across Central Indiana.

About the Indy Chamber

The Indy Chamber champions a stronger regional economy by connecting people, supporting business, and shaping places that thrive. From bold advocacy to smart economic development and inclusive business growth, we bring together public and private leadership to keep the Indy region moving forward. As we work to strengthen the foundation of our economy, we focus on big ideas, fast action, and a deep commitment to the communities we serve. With momentum, collaboration, and pride in our region, the Indy Chamber is building a future where the Indy region leads the Midwest and competes on a global stage.

El Hispanic Business Council Abre las Nominaciones para Conexión 5 for 500 2026

INDIANÁPOLIS (10 de febrero de 2026). El Consejo de Negocios Hispanos de la Cámara de Comercio de Indianápolis (Indy Chamber) anunció hoy la apertura oficial de nominaciones para Conexión 5 for 500 2026, un reconocimiento emblemático que honra a cinco empresas excepcionales de propiedad hispana y latina que están generando un impacto significativo en la región de Indianápolis.

Como parte de la serie de eventos Conexión de Indy Chamber, 5 for 500 destaca a pequeñas empresas que ejemplifican liderazgo, innovación e impacto comunitario, al tiempo que impulsan una economía regional más inclusiva.

El programa refleja el compromiso continuo de la Indy Chamber de ampliar el acceso de los empresarios hispanos a proyectos y alianzas que están dando forma al futuro del centro de Indiana.

Las nominaciones estarán abiertas a partir del martes 10 de febrero y se aceptarán hasta el martes 10 de marzo. Se invita a miembros de la comunidad, líderes empresariales y socios estratégicos a presentar nominaciones de empresas que demuestren excelencia en una de las siguientes cinco categorías:

Las empresas seleccionadas serán reconocidas durante el evento Conexión 5 for 500 2026, que se llevará a cabo el 12 de mayo, de 11:00 a.m. a 1:00 p.m., en el Indianapolis Motor Speedway – Gallagher Pavilion. Presentado por JPMorgan Chase, el evento reunirá a empresarios hispanos, líderes corporativos y socios estratégicos para celebrar el emprendimiento, la movilidad económica y el progreso regional.

“Uno de los aspectos más relevantes de Conexión es su capacidad para elevar a las empresas que impulsan el progreso en nuestra comunidad”, afirmó Marcela Montero, directora del Hispanic Business Council. “Conexión 5 for 500 es una oportunidad para reconocer a los emprendedores hispanos que están construyendo legado, generando empleo y contribuyendo al futuro desarrollo de la región de Indianápolis”.

La serie de eventos Conexión es una de las plataformas de participación empresarial más diversas del centro de Indiana. A través de la colaboración con socios estratégicos, Conexión prepara a empresarios hispanos y latinos para competir y participar en proyectos de gran escala que impactan a toda la región.

Para enviar una nominación a Conexión 5 for 500, visite aquí.

Se compartirán más detalles sobre el registro al evento a finales de este mes.

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Acerca de los Eventos Conexión

Conexión es una serie anual de eventos curados organizada por el Hispanic Business Council de la Indy Chamber. Más que oportunidades de networking, los eventos Conexión crean espacios intencionales para que empresarios y profesionales hispanos construyan relaciones, aumenten su visibilidad y accedan a oportunidades económicas clave en el centro de Indiana.

Acerca de la Indy Chamber

La Indy Chamber impulsa una economía regional más fuerte conectando a las personas, apoyando a las empresas y dando forma a comunidades prósperas. A través de una defensa audaz, desarrollo económico estratégico y crecimiento empresarial inclusivo, la Indy Chamber reúne a líderes públicos y privados para mantener a la región de Indianápolis avanzando. Con enfoque en grandes ideas, acción ágil y un profundo compromiso con las comunidades a las que sirve, la Indy Chamber está construyendo un futuro en el que la región lidera el Medio Oeste y compite a nivel global.