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Geared for Growth: ID Signsystems Lights Up Companies in Greater Rochester and Around the World

May 31, 2024

ID Signsystems is a true partner in designing and fabricating signs for companies around Greater Rochester and across the world. President Paul Dudley and CEO Katrina Beatty were featured on Geared for Growth on Wednesday, May 22nd as part of Greater Rochester Chamber’s ongoing partnership with 13WHAM/FOX Rochester. Dudley and Beatty discussed the organization’s history, their specialties as an architectural signmaker, and what their vision for the future is.

ID Signsystems has been in business since 2005, headquartered in the City of Rochester. Paul and Katrina shared how they got their start, with Dudley coming from a sign making background for hospital

systems throughout Europe and the Middle East and Beatty getting her start in design, marketing, and photography. They combined their skills to start IDS and create signs that focus on design. When moving to the United States, they chose the Greater Rochester region specifically for their business. “After quite a serious study of eleven different states and cities, we thought [Rochester] was a natural fit with great skillsets in the community and a very strong design community,” Paul explained.

ID Signsystems is a full-service organization. Katrina explained the level of detail and work that goes into their projects from start to finish, including planning and strategy, prototyping, engineering and manufacturing, installation, and documentation to ensure continuity. Dudley shared that they do more than just making the signs, but work with their clients as true partners from start to finish. “We focus very heavily on design and work with architects and designers to develop concepts, and then we implement by fabricating and installing them,” he explained. Their work can be seen throughout Greater Rochester, working with some of our region's largest employers including Rochester Regional Health, the University of Rochester, Rochester Institute of Technology, Innovation Square, and more. Additionally, they have customers around the world and have worked with clients on all continents except Antarctica and Australia.

As they approach their 20th anniversary in business in Greater Rochester, when asked where they see the business in another 20 years, Paul remarked how resilient the sign industry is. “[The industry] tends to weather the ups and downs of the market,” he explained. Because of this safeguard, their goal is to continue to expand their operations in the design space and provide high-quality, unique designs and solutions that can’t be found from other vendors. “We spend a lot of time in the ‘design-build’ space,” Paul shared.

To learn more about ID Signsystems, visit them online at

Be sure to tune into FOX Rochester every Wednesday morning at 8:45 AM to catch every segment of Geared for Growth and hear about exciting Greater Rochester Chamber member success stories throughout the region.


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