IR talks to… Izabella Ivanovici, cofounder of Women in Signs and Graphics

What started in the industry as a chance application to a local recruitment position has led Izabella Ivanovici to host a platform where women within the sign and graphics industry can make their voices heard. She spoke to the Image Reports team to discuss her career and her involvement with Women in Sign and Graphics.

How did you first get involved with the signs and graphics industry?

Like many people, I stumbled into this industry. I applied for a local recruitment position at a company that focused on hiring in the signage and graphics sector. Over the years, I began to learn more about the industry.

What is it about the industry that appeals to you?

What I enjoy the most is the sense of community and the friendliness of the people. I love attending events, speaking with others, and catching up with friends. I also appreciate the creativity and the quality of work being produced. It’s amusing to visit a shop and see work created by someone I know in the industry.

What skills and advice have you picked up over your time that have stuck with you?

I believe communication has become one of my greatest assets and skills since I started working in recruitment and the industry. A key piece of advice I’ve learned is to never assume and to ask all the questions, even the difficult ones. I strive to follow this as best as I can.

What was the catalyst for Women in Signs and Graphics? As in what was your motivation to start the group?

I work in a male-dominated industry and have experienced this firsthand as I primarily interact with men, both clients and candidates. This situation has led me to consider the need for a platform specifically for women where they can come together to share ideas, discuss training, seek mentorship, and more.

When did it start? Where is the organisation currently and where do you hope it will go in the future?

In 2019, I met co-founder Sarah Fenna, and together, we decided to create a LinkedIn group to gauge people’s reactions. We were pleasantly surprised by the amount of support we received. At that time, we were planning to organise an event. However, when COVID-19 hit, we pivoted and opted to host an online event instead. Currently, we are working on sharing more content on our LinkedIn platform, and we are still planning to hold our first-ever face-to-face event.

How many members do you have and how do you go about recruiting more?

We currently have over 330 members in our group. Our primary platform for communication is LinkedIn, where we send invitations directly to individuals across the industry. Word of mouth also plays a significant role, as we have people who have heard about us actively requesting to join. Anyone interested in becoming a member can search for “Women in Signs and Graphics” on LinkedIn and submit a request to join. We encourage both males and females to get in touch.

How does the group spread its knowledge and message?

LinkedIn has significantly contributed to raising awareness about “Women in Signs and Graphics.” We have received considerable support from both the industry and the media. Over the years, we have collaborated with both male and female ambassadors who have helped promote our cause. Additionally, we have partnered with Sam Armstrong from Make It Happen and organised boot camps for women.

You hosted a segment at Sign & Digital UK’s Explains Lounge and have done for several years now. How important are events like these to your cause?

Sign and Digital 2025 marks our fourth consecutive year of hosting a panel. Participating in these events is crucial for promoting our group and the work we do. It helps us attract more attention, gain new members, and increase our visibility within the industry.

Why is this group important for the industry?

Representation and role models are crucial for this platform’s significance. It’s essential for young women, and people in general, to recognise that there are numerous opportunities available to them in the industry. This awareness helps break stereotypes and highlights the diverse pathways that women can pursue within the field.

You clearly have a very good working relationship with Soyang’s Sarah Fenna, what is your relationship with her, and how did you two cross paths?

In 2019, Sarah and I met at a Sign & Digital event. When I shared my idea for creating a platform for women in the industry, she was very excited as she had been thinking along the same lines. It was truly a matter of timing. Since then, Sarah and I have maintained constant communication about the current and future plans for Women in Signs and Graphics. I’d also like to say we have developed a friendship that extends beyond our involvement with WSG.

How integral has she been in helping push the Women in Signs and Graphics message?

Sarah’s knowledge and contacts in the industry have played a crucial role in developing the platform, and I can confidently say that without her, it would have been difficult to gain support from the industry.

As a women’s group, did you do anything to mark International Women’s Day?

We organised an afternoon catch-up and drinks, which we promoted across our LinkedIn platform. We consistently share information that highlights women’s achievements, not just within the industry but also globally.

In your intro to the Women in Signs & Graphics’ website, you mention that the majority of people you were dealing with professionally were male. How far would you say this statement has changed, if at all?

My perspective hasn’t changed much over the past few years. Most candidates and clients I interact with are men. Although progress is slow, I believe things are moving in the right direction.

What are your thoughts and feelings on the status quo of the signs and graphics industry?

The signage and graphics industry is currently navigating economic pressures alongside a growing commitment to sustainable practices, which is quite refreshing. From a recruitment perspective, the industry is facing challenges in balancing the need to find the right candidates while meeting salary expectations. The landscape has changed significantly over the past two years, resulting in ongoing opportunities. There is a genuine need for training and development to attract new talent to the sector.