Catching up with Jay Isgrove - The 2025 Sign Apprentice of the Year
Jay Isgrove was awarded the 2025 Apprentice of the Year, after completing his apprenticeship at Big Brown Industries. A creative at heart, with sign writing as his outlet, Jay began his journey as a self-taught “graphic designer” while living on the Gold Coast of Australia. Hoping to work in a design studio but lacking experience, he decided to approach a sign writing company instead, offering to help in exchange for learning new skills. Four years later, he’s back in New Zealand and grateful for where that decision has taken him.
At Big Brown Industries, Jay was involved in every part of the process — from design to printing, to vehicle wraps and signs — and says seeing his work go from an idea to a finished product gives him a great deal of satisfaction. His dedication and hard work have already been recognised, winning gold for his work at the 2024 sign awards, and now earning him the title of Apprentice of the Year. Jay credits his mentors and supporters, including Jeremy and Kim Hunt, Grant Alsop from Competenz, and Brendan Dawson from Faceit Graphix in Australia, for helping shape his journey in the industry.
We caught up with Jay to chat about his motivations, challenges and goals for moving forward in his sign making career:
What motivated you to apply for Apprentice of the Year, and what does that recognition represent to you personally?
I applied to challenge myself and see how my skills stack up against other apprentices across the country. It’s also a great chance to put my work out there and see how well I can present it.
What has been the most challenging skill to master so far, and how did you overcome it?
The toughest skill has been juggling all the different sides of signwriting! One day I’m wrapping a car, the next I’m wiring LEDs, printing, designing, or installing signs. It’s been a huge learning curve, but I’m continually overcoming it by staying curious, asking questions, and getting hands-on whenever I can.
Are there any particular materials, techniques, or tools you’ve grown especially passionate about using?
I’ve enjoyed learning different vinyls and picking up techniques from my employer, contractors, and industry experts. But what I’ve grown most passionate about are the design tools — programs like Illustrator, Affinity, and Photoshop. I love creating something digitally and then using printers and plotters to bring those designs to life.
What do you think sets great sign writers apart from good ones?
I think great sign writers stand out because they never stop learning. The industry’s always evolving with new films, techniques, and tech, so staying curious is key. But beyond that, it’s the ones who truly care about their craft and create timeless, high-quality work that really rise above the rest.
How do you think technology is changing the sign industry, and how do you feel about those changes?
I think technology’s made signwriting more efficient, freeing up time for us to focus on what we’re best at. Faster printers and design tools — even AI — help speed things up and support people in areas they’re less confident in. But at the same time, some of that creativity and craftsmanship can get lost. That’s why I really appreciate the “old school” brush-and-paint techniques — they’re making a bit of a comeback, and I love seeing that blend of tradition and technology. It’s also why I asked to use part of my Computaleta award grant on an iPad and Apple Pencil — I want to create more unique designs that mix the best of both worlds!
What’s the best piece of advice or lesson you’ve learned from your mentors or colleagues?
The best advice I’ve learned is to never stop learning and developing. People in this industry are so open to sharing ideas and techniques — my employers and contractors have all been amazing at showing me different ways to do things. It’s helped me grow faster and reminded me to always keep an open mind.
What advice would you give someone considering a sign making apprenticeship?
Do it — you won’t regret it! It’s an awesome industry with so much variety and something for everyone. If you’re creative, you’ll love designing signs, wraps, and branding. If you’re more hands-on, installations are super rewarding. And if you’re into cars, colour change and race car graphics are where it’s at. Find a shop that fits what you enjoy, get stuck in, and learn as much as you can!
