WL Concepts Blog

We are imagination at work

Richard Zampella is the Web Designer for WL Concepts

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Richard Zampella is the graphic designer and webdesigner for WL Concepts located in Freeport, NY. Zampella has designed and deployed over 400 websites in his career and specializes in website SEO and branding for small business nationally. On an ongoing basis, Zampella provides web-based graphic support services for WL Concepts. He is the Managing Partner of Transmultimedia, Inc., a New York City based creative services company.

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WL Concepts: Our Latest Jobs Fall 2012

Displays and Signs


WL Concepts’ produces displays and signs to exacting standards for art directors, project managers, designers, and architects. Everyday we provide solutions to numerous creative challenges.

At WL Concepts, we can take your imagination from concept to finished product, from prototype to full production quantities. On a daily basis, we produce 100’s of signs and sign types including acrylic, PVC, posters, banners, roll-up banners, vinyl, vehicle wraps and the list goes on. Here we give you just a small insight into the quality work we produce each and every day.

WL Concepts Provides Graphic Support to the United States Marine Corp in Carlisle, Pa.

U.S. Marine Corp Recruiting Station Carlisle Pa


WL Concepts is pleased to announce it has completed graphic support services for the Marine Corps Recruiting Center in Carlisle, Pennsylvannia.


Recently the United States Marine Corp released a report that addressed the need to reengineer U.S. Marine recruiting stations through the use of informational technology.


WL Concepts, a GSA contract holder, was charged with support graphics to enhance the recent redesign. Along with the redesign, new finishes and furniture were installed throughout the entire facility.


“WL Concepts is proud of this new facility. The efficiency of the design resulted in a new, valuable space for the U.S. Marine Corp,” said Bill Levine, owner of WL Concepts.


About WL Concepts


Founded in 2000 by Bill Levine, a Vietnam veteran and 25-year veteran of the graphic display business, the company has ignited a revolution in on-site branding. . . pushing the envelope on what is possible. . . inspiring the use of new materials and imagery. . . capturing the imagination of the world’s most successful marketers.


Visit us on the web at http://www.wlconcepts.com

A History of Canvas Prints and How They are Made

Marian Keilson, Freeport, NY, August 1, 2012 – WL Concepts & Production, Inc. of Freeport New York manufactures point of purchase displays (POP), point of contact displays, and large format printing services for the retail trade. The company is not a tradition ad agency, but work with agencies to fulfill their clients’ POP needs.

For centuries artists have chosen canvas as the material to showcase their masterpieces. Prior to the 20th century, linen was used to make canvas when cotton wasn’t in common use. The surface of canvas is not perfectly smooth; therefore the texture has an effect on each painting when it’s applied.

Because of this texture, a slight distortion may occur, which is why the realism of paintings of classic art is hard to approach. A modern artist typically attempts to combine the properties of their canvas with their paint to make a better quality painting. Before the days of modern canvas, an artist would make his or her own canvas. They would layer raw material, again usually linen with lead white paint, then polish the surface repeatedly for as long as a month.

Today, most canvas is made from cotton. Cotton based canvas can achieve the same level of perfection as linen but in fact may be a better material than linen for the production of canvas prints. Cotton canvas can stretch more than linen and has a more even mechanical weave that can last for decades.

Canvas prints give the appearance and texture of a handcrafted artwork but in reality is simply a software program’s transfer of a photograph that has been applied to the canvas. Transferring photos and making canvas prints has become a large business in the past 10 years


Repligraph is a dye printing process on canvas. A computer is not part of this process as the prints are reproduced from negatives. The dyes use an oil paint base so they are best in reproducing oil paintings and give great results. The dyes are very long lasting, estimated to last for at least 100 years.

With the digitograf printing process the inks are also oil based but have a gel finish making it more durable then repligraph printed pieces. With this process, an oil painting can be replicated to look almost like the original.

IRIS Printers

A common printing process used especially in commercial applications is called IRIS. Great for display signage, custom displays and window graphics it uses an inkjet method of printing applying a vegetable based dye. This method is especially good when reproducing watercolor paintings.

If you have this process done, be sure to have your printer put a UV coating over the canvas print to reduce any fading from the sun. Some canvas prints will have a varnish applied to the finished product. This provides a clear, hard, protective shield. The varnish is simply a clear mixture of a drying oil and resin and since it contains no pigment like paint, usually dries clear and transparent.

Get The Right Color

Digital cameras and scanners create an image by using only three primary colors, Red, Green and Blue, the same three colors your computer uses to show a display on your monitor. A full color printing press uses a different combination of Cyan, Magenta, Yellow and Black. Each color is applied separately one overlaying the other. This is the process that most magazines, display signage and window graphics utilize. If you are particular about getting the best copy possible, you will want to convert the image as seen from your digital camera into the format used by the full color printing press prior to giving it to the printing company.

What Is A Wrapped Canvas?

A technique where the canvas is stretched and wrapped around the sides of the framing board is a unique way to display canvas prints. The wrapped canvas is done with special stretcher bars in order to make them strong enough to hang unframed without warping. Although stapled, the staples are on the inside and not visible from the front or any side, it’s ready to hang just as it is.

Today, canvas is still a popular choice for display signage. The material brings a sense of quality and longevity to the message portrayed upon the canvas. In terms of ad signage, the materials can deliver just as much of a psychological message as the ad copy and imagery itself.

When To Hire A Display Signage Company For Your Business

Marian Keilson, Freeport, NY, June 29, 2012 – WL Concepts & Production, Inc. of Freeport New York manufactures point of purchase displays (POP), point of contact displays, and large format printing services for the retail trade. The company is not a traditional ad agency, but work with agencies to fulfill their clients POP needs.

Window signage and advertising is important in any business especially in point of purchase. Whether you are planning an important sales presentation, have a retail store with a display window or are just updating your company’s logo, visual displays can play an important role in the success of your company. WL Concepts is just the production company that can accomplish this to help you build your brand.

Enhancing An Important Sales Presentation With Display Signage

When presenting a sales pitch to a potential client, it’s important to put your best foot forward. You want to be seen as a professional. And visual interior graphics will help you and your company look its best. Many business owners are not equipped to design their own displays, so hiring someone to create visual displays is a good idea. The signage company you choose will be able to help you determine what type of signage is best for your specific presentation.

Whether you’re bringing your presentation to the customer or displaying at a trade show, display signage is a must. Great visual displays will make sure your trade show booth is a must see for all trade show attendees.

If you’re planning on using sales presentation display signage for both small group presentations and trade shows, make sure to tell your graphic designer. With that information they’ll be able to create visual displays that are multi-functional, attractive and easy to set up and dismantle – a must if you’ll be doing them yourself.

Large Display Window Signage And Interior Graphics

Retail stores, whether in a mall or on a street, depend greatly on their window signage. It’s the first thing a customer sees and the first impression a new customer has of your store. With these things in mind, window signage is a vital part of any retail store. Once the customer comes in, interior graphics that coordinate with the window displays can create a sense of continuity and actually encourage customers to spend more money in your store.

Window signage displays also need to change frequently to reflect sales or seasons in the retail market. Small stores are often not equipped to design and change out window signage or interior graphics as frequently as they should. By hiring a display signage company, you’ll be able to keep window displays new and fresh. Some display companies even come in and switch out the displays, meaning store managers and employees are free to continue to work with customers.

Updating Your Company Logo

If it’s time to update your company logo, it’s time to update your display signage. Nothing screams inattention to detail like two or three different logos being used throughout different marketing materials and visual displays.

It’s a good idea to find a graphic designer with marketing experience to create your new, updated logo and display signage. Your designer will be able to take your ideas and create marketing materials using your logo that’s eye-catching and attractive.

No matter if you’re updating a logo, creating interior graphics or enhancing your sales presentations or trade show materials, a professional who specializes in visual graphic displays can be a great help. They’ll be able to provide you with sturdy, attractive displays that you’ll be able to use again and again.

Mass market retailers, advertising agency project managers and visual merchandisers Custom Sign Design have utilized WL Concepts custom sign design and manufacturing for POP (Point of Purchase).

About WL Concepts

WL Concepts is a Leader in Creating Innovative, Visual and Three-Dimensional Displays, Graphics and Signage

Founded in 2000 by Bill Levine, a Service Disabled Vietnam veteran (SDVOB)and 25-year veteran of the graphic display business, the company has ignited a revolution in on-site branding, pushing the envelope on what is possible, inspiring the use of new materials and imagery, capturing the imagination of the world’s most successful marketers.

WL Concepts and Production, Inc. 1 Bennington Ave. Freeport NY 11520 516-565-5151


Tips for Making a Huge Impression with Large Format Printing

Marian Keilson, Freeport, NY, June 20, 2012 – WL Concepts & Production, Inc. of Freeport New York manufactures point of purchase displays, point of contact displays, and large format printing services for the retail trade. 

Full color promotional pieces demand attention and sell more products. These larger than life words and pictures catch your eye as you walk by or enter a storefront and can invoke immediate action. These unique posters, banners and signs aren’t produced at your local print shop but to insure high quality, long lasting products they must be secured via a specialty print office that has the unique capabilities, equipment and knowledge of the large format printing process. WL Concepts is such a place.

Where Can Large Format Printing Be Put To Use? 

Basically any place that you want to be noticed. The most common application for large format printing is in the retail market. This can include display signage over the counters, in the front windows, larger retail displays and POP displays. Many retail establishments will utilize large format printing behind the counter on the back wall. It’s almost guaranteed that every paying customer will be exposed to this interior graphic. This is a great way to help set the mood for your retail establishment whether it’s using exciting pictures, colors or other graphics.

Special events can also call for special promotional items. Large format printing is a great way to produce banners that will get your message across. These can announce sales, seasonal promotions or other limited time opportunities. If your storefront window is large enough, they can be incorporated as part of your window graphics and become an integral part of your display signage.

Political or corporate rallies are another type of gathering that would make good use of large format printing. Banners tied between trees, a backdrop behind the podium and large posters mounted on sticks that can be waved throughout the crowd will be a great addition to make your event look more professional.

If you have a special presentation to make that involves giving a check, there is no better way to emphasize the event then by using a giant promotional check. Large format printing will place your logo in the upper left corner allowing for all to see as you make your presentation. Media events such as these welcome the added visual graphics making the event more festive and exciting.

Trade Shows Are A Unique Challenge 

Anyone that has ever participated in a trade show environment knows how frustrating it can be to watch people pass by without checking out your literature or products. With large format printing, you can design a booth that will stand head and shoulders above your competition by creating excitement and drawing people to your booth. The unique challenge with a promotional trade show booth is the fact it not only has to draw attention but be durable and portable for easy set up and takedown.

You have several options with the large format printing used in these projects. These are flat prints usually with a crystal lamination and a plastic edge strip surrounding the print to keep them fresh and crisp. If the walls of the booth are curved for added dimension and appeal, the large format printing is usually put onto a 50-point board or a double weight poster board so it can take the slight bend.

Crystal laminated prints are easy to ship since they can be rolled up. They are applied to a carpet material and then mounted on the face of the booth with Velcro. The lamination gives the surface a pebble finish that cuts glare from show lights but allows the colors to come through brilliantly.

Our New Facilities

Large format printing can be applied to a matte finish material. The matte finish is similar to the pebble finish of the crystal lamination process and will not give you trouble with glare from show lights. The banners then can easily be hung and removed for storage or transportation. Since banners are less expensive they may allow you participate in activities without the expense of purchasing or renting a booth. Large format printing applications are so versatile the uses are almost endless.

Mass market retailers, advertising agency project managers and visual merchandisers Custom Sign Design have utilized WL Concepts custom sign design and manufacturing for POP (Point of Purchase) displays since 2000 when the founder Bill Levine opened the doors.

About WL Concepts

WL Concepts is a Leader in Creating Innovative, Visual and Three-Dimensional Displays, Graphics and Signage

Founded in 2000 by Bill Levine, a Service Disabled Vietnam veteran (SDVOB)and 25-year veteran of the graphic display business, the company has ignited a revolution in on-site branding, pushing the envelope on what is possible, inspiring the use of new materials and imagery, capturing the imagination of the world’s most successful marketers.

WL Concepts and Production, Inc.1 Bennington Ave.FreeportNY11520516-565-5151


A new warehouse for innovative design and sign company


Freeport, NY, May 16, 2012 – WL Concepts & Production, Inc. of Freeport New York, manufactures of point of purchase displays, point of contact displays, and signage has just completed their move to a new 15,000 square foot factory in the heart of Freeport on Long Island’s south shore. The new factory will allow the consolidation of large format printing, laser cutting, plotters, digital printers, packaging and storage to be under the same roof as the corporate offices. This will ensure efficiency, improved communication and cost savings.

Mass market retailers, advertising agency project managers and visual merchandisers Custom Sign Design have utilized WL Concepts custom sign design and manufacturing for POP (Point of Purchase) displays since 2000 when the founder Bill Levine opened the doors.

The signage and display business has evolved over the years and WL Concepts has strived to stay on the cutting edge of printingphotography and laser cutting.

About WL Concepts & Production, Inc.

Founded in 2000, WL Concepts is a Service Related Disabled Veteran owned business located in Nassau County on Long Island. We manufacture Point of Purchase and Tradeshow displayssignage and provide design work.

WL Concepts has grown in the past several years as a strong provider of signs, graphics, and table top POP manufacturer. WL Concepts has invested in modern technology with new equipment for printing rolled media as well as flatbed printing. In fact we can print to most substrates up to almost 2” thick. Our high speed laser enables us to cut and engrave acrylicwood, Corian and other substrates.

We provide signage for many retailers as well as brand names including Tommy HilfigerJones New York and Anne Klein just to name a few.

DHL/LIM Fashion Week: An Unqualified Success


Last week’s DHL / LIM collaboration was an unqualified success. The images below are LIM student designs, and an LIM student model. And where were these shots taken? At Lincoln Center during the Mercedes Benz Fashion Week – The heart and soul of the fashion industry. DHL is giving the two design winners $350 each, and Bill Levine, longtime colleague, and the president of WL Concepts, is giving each winner $250. The two winners will receive a total of $600 each.

In addition, we met Alberto Nobis, the global CFO of DHL. Being so impressed with our students and our participating faculty; he would like to forge a relationship with LIM. While logistics isn’t necessarily the most glamorous part of the fashion industry, it is a vital part. The logistics component of the fashion industry is becoming more sophisticated, involving key executives, new technology, and creative thinking. As such, we spoke with Mr. Nobis about internships, on campus seminars, and employment opportunities.

An alliance with an important global provider to the fashion industry presents a wonderful opportunity for our students, for the department, and for the college. My thanks go out to Bill Levine for initiating the DHL / LIM relationship; and to our Professors, Marjorie Lee Woo and Michael Creagh for their talent and tireless efforts to make this work. DHL already wants us back next year!

Signage Company Expanding Freeport Facility


September 6, 2011 by JAMIE HERZLICH / Special to Newsday


Eleven years ago, Bill Levine found himself without a job after the signage display company where he had worked for two decades closed.

Little did the disabled veteran know that a lost job would eventually turn into a growing $3.5-million-plus operation that now employs 20 but could add six people within a year.

He runs his own signage, graphics and visual display firm, WL Concepts and Production, in Uniondale and Freeport.

“I’m very fortunate,” said Levine, 60, who started his company in a bedroom of his home and is now an industry leader servicing some of the top brands in the world, including Tommy Hilfiger.

The company is expanding and renovating a 15,000-square-foot facility in Freeport, where it will consolidate operations and increase production thanks to a $300,000-plus investment in new technology.

“It will ramp up production at least 25 percent,” said Levine, who started his business after going through the state Department of Labor’s Self Employment Assistance Program.

He discovered the program after losing his job at Electra Displays in Islandia, where he’d served as vice president of sales until it closed in 2000. The program helps qualified unemployed individuals become self-employed by providing free entrepreneurial training and counseling.

During the program he met his mentor, John Narciso, program coordinator for the NYS Veterans Business Outreach Program at the Small Business Development Center inFarmingdale, said Levine, who served in the U.S. Navy in Vietnam, where he incurred a service-connected disability.

Narciso, a retired Navy captain, assisted Levine with his business plan and helped him earn designation as both a veteran-owned and disabled-veteran-owned business, a status that would help Levine later compete on a federal level.

“He had the motivation and drive inherent in himself, but having the clients and knowing the business, he was able to hit the deck running,” says Narciso, adding Levine was one of the first inductees into the SBDC’s Small Business Hall of Fame.

The company’s growth has been swift. After starting the business in 2000, Levine purchased a 5,068-square-foot facility in Uniondale a year later. And by 2007, another 7,000-square-foot facility in Freeport. He’ll move the company’s headquarters from Uniondale to the renovated 15,000-square-foot Bennington Avenue site in Freeport by early fall. It’s unclear yet whether the smaller Freeport facility will be part of the consolidation.

The new facility will incorporate several new pieces of machinery, including a laser capable of cutting, etching and engraving full-sized sheets of acrylics, wood, metal or stone in sizes up to 50 inches wide and 100 inches long at extraordinarily high speeds.

“Bill’s smart enough to know that you can’t sit back,” said Eric Feigenbaum, New York editor of VMSD, an industry trade publication for retail designers and store display professionals. “You have to be up to date in terms of what’s going on in technology.”

It’s this kind of forward thinking that’s helped him turn the company “into an industry leader,” said Feigenbaum.

His clients include Timberland, DHL Express, Jones New York and Donna Karan.

“They get it,” said Melissa Schor, store planning senior project manager for Tommy Hilfiger in Manhattan. “They know our brand.” WL Concepts’ work for the company includes designing and manufacturing all of Hilfiger’s wall logo plaques that hang in Macy’s stores throughout the country and, most recently, a large custom mirror with the Tommy Girl logo on it being displayed at Macy’s Herald Square and Macy’s South Coast Plaza in Costa Mesa, Calif. “They never let us down,” said Schor.

WHO: Bill Levine, president | COMPANY: WL Concepts and Production
BUSINESS: Display and graphics
REVENUE: $3.5-million plus
WHERE: Freeport / Uniondale

TRIVIA One of the company’s largest visual projects was a 255-foot-wide and 35-foot-high “Many Faces of Holiday” exhibit that was displayed for several holiday seasons at Kennedy Airport’s Terminal 4. It was co-designed with Koulian Design Group in Huntington.