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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.

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.

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.


The Critical But Overlooked Business Marketing Elements

Business displays and signage are critical elements often overlooked in a company’s overall marketing process.

WL Concepts of Uniondale, Long Island, points out that display and design strategies are very well suited for suited to retail. Effective displays and signage dictates that they are always appealing.

 “These displays can’t just be visible, they need to be inspiring,” says Bill Levine, President of WL Concepts.  “Marketing is more than just placing display advertising or utilizing good web design concepts. Appealing signage and display concepts will attract potential customers to the client’s business.”

From design, to production, to installation, effective display companies have to know the right combination of strategies and elements to implement, according to Mr. Levine.

What Makes A Great Visual Display?

WL Concepts observes that beauty may be in the eye of the beholder but when it comes to a visual display, there are a few rules to consider. First, keep it simple. This might sound easy, since you may want to show off all of your new merchandise, but you’ll invariably end up adding too many items. If you do, it will simply look cluttered and unfocused, resulting in your customers most likely passing you by. Instead, try to have a focal point, which will include POP displays, merchandise, and display signage, and lighting as integrated, fluid displays elements. This synergism will draw the eye to the main attraction of the visual display. Mr. Levine also points out that lighting is a good way to do this.

In assembling your visual display, you’ll want to position them in the right place so that the other items can be around them. Colors are also an important part in an effective visual display. The most appropriate colors can help to set the mood or feeling of the concept you’re trying to accomplish or achieve. Blues and greens are calmer and sedate, where as red and orange have a screaming effect. There are specific colors that are used by firms each year that relate to the newest or hottest Pantone colors being shown by designers and others.

Keep Track Of Your Displays

A good visual display can be very effective, and once created, you’ll be able to duplicate it. Once you’ve completed the assembly of your visual display, take a picture of it for your records and keep track of the product sales from the display. If the visual display was a success, companies like WL Concepts can recreate it again later or change the product lineup to increase sales.

Like most projects, a good visual display takes some skill and practice to successfully achieve. Don’t get discouraged if your sales are not what you’d expected from your display. Simply use any information obtained from the display to make improvements until satisfactory results are achieved. Keep working on innovative ways to make the best visual display you can. The experience can be both satisfying and rewarding.

For further information, visit http://www.wlconcepts.com or call 516-565 5151.

Tips for Designing Effective Window Display Signage


You may have the best store in the world, but if your display windows are bland and boring, potential customers will walk on by. Window graphics are an easy, eye-catching way to bring customers in to your business. If you’re unsure how to implement display signage, consider hiring a company that specializes in visual displays. They’ll be able to provide you with excellent, professional advice and signage. There are certain things you need to think about before hiring a window graphics design company. Creating visual displays that are attractive and functional isn’t something just anyone can do, so be sure to ask questions before signing a contract. Specifically, ask about the company’s design staff, their past experience and what past customers say about them.  Design Staff You’ll be interacting with the design team quite a bit throughout the process of taking your signage from concept to completion. The staff that creates your visual displays should be creative, professional and fun to work with. It’s essential to choose a company with marketing experience, as well as graphic design experience. Just because a company is skilled with design and sign creation doesn’t necessarily mean that they can create an effective ad message! It is important to work with a display design team that can create eye-catching visual displays as well as being able to install them. Installation of the display signage will be quick and easy when left to the professionals. The team you choose should listen to your ideas. A great designer is one that is intuitive enough to extract the ideas from within your mind and convert them into something that works. They are the design experts, but you are the professional with all the knowledge in your business segment. It’s okay if you want to defer to the design team for ideas, but make sure that you discuss any ideas you have – you never know what will spur your designer’s creativity.  Make sure to give your window graphics design staff full access to all your existing marketing materials – both online and print. By knowing what your existing customers see and expect, they’ll be able to design window graphics that create continuity with your existing brand. Experience In Visual Displays It goes without saying that you want a window graphics company with experience and a proven track record. Don’t be afraid to ask what type of experience they have and who they’ve worked with. A good visual display company will have photos and samples of their displays for you to look through.  They’ll also keep up with the latest marketing trends and know just how to get your business noticed. A window graphics company with experience knows what works and what doesn’t and can lead your business in the right direction. Ask Past Customers About Their Visual Displays Nothing creates a better recommendation than past, satisfied customers. Any company that specializes in window graphics should be happy to provide you with a list of customers, as well as photos of their work. Happy, repeat customers will be pleased to provide references and should give you a good idea of what to expect from the display signage. Don’t be afraid to ask the display signage company’s customers what kind of sales increase they saw after the display signage went up. While visual graphics are only one part of a marketing plan, there should be some sort of tangible effect from the window graphics – even if it’s just getting more people into your store. Those people may not spend money right away, but many will come back and turn out to be your repeat customers. Finding the right company to create eye-catching visual displays is an easy way to bring in customers and increase sales revenue for your business. It doesn’t matter what field you’re in, every business can benefit from a professional display signage company.

DHL Delivers the Spirit of the Holiday Season to U.S. Troops Overseas

Express Delivery Company Partners with New York Communities for Annual Trees for Troops Charitable ProgramDHL is partnering with local communities in New York to deliver live holiday trees and decorations to U.S. troops stationed in the Middle East through DHL’s annual Trees for Troops charitable program. This program has collected and shipped thousands of holiday trees, lights, ornaments, menorahs and messages of support to the brave men and women serving in Iraq, Afghanistan, Bahrain and Kuwait since 2004.

Local businesses, organizations, private citizens and nurseries have joined forces with DHL in donating and delivering 750 trees and holiday decorations overseas. THE NEW YORK official send-off events hosted by DHL in New York was on December 3rd.

Some of the companies that teamed up with DHL for this send off included Dee’s Nursery in Oceanside, New York, the New York State Veterans of Foreign Wars (VFW) and other members of the local New York metro community who donated hundreds of trees and holiday decorations to the program. “Santa Sacks” filled with thousands of holiday cards written by local school children were sent along with the shipment. The December 3rd send-off began at Dee’s Nursery followed by the movement of the shipment to DHL’s gateway at John F. Kennedy International Airport.

The event moved inside to a room adorned with Holiday Decorations.  WL Concepts & Production, Inc. a Signage, Graphics and Display firm provided full holiday regala for this event.  Their expertise in visual merchandising  paid off with a beautifully decorated Large Christmas Tree.  This one large tree was decorated with specially displayed Teddy Bears, unusal ornaments, and an attention popping display of DHL Trucks with loads set up on a track around the tree to highlight DHL.

Five smaller trees included DHL model planes as part of the decorations.  Several Wreaths and Garland also adorned the room.  These visual displays and holiday decorations are just one of the many projects completed by the gifted and talented team members of WL Concepts & Production for DHL.

DHL launched its annual Trees for Troops program in December 2004, when Jim Adelis, a New York businessman whose son was stationed in Iraq at the time, reached out to DHL to assist in transporting a shipment of trees to the Middle East. In November and December 2004, with the help of the U.S. Army Reserve 77th Regional Readiness Command, Dee’s Nursery and the local New York metro community, DHL delivered two shipments featuring a total of 135 trees and holiday decorations from JFK to troops stationed at Camp Anaconda in Balad, Iraq.

Highlights, Excerpts and literary license taken from DHL press releaseWritten by:  Marian Keilson of WL Concepts & Production, Inc