Elkhorn Resident is Third Generation Sign Builder

Elkhorn resident Rick Rossetti has the sign-building business in his blood.  Both his grandfather and father were sign builders and Rick carries on that tradition as part owner of Sign Effectz, a Milwaukee-based custom sign manufacturer.

His company has created many of the Elkhorn areas’ most visible signs and graphics: the Elkhorn Business Center, Holy Canoli Restaurant.  Southern Lakes Plumbing & Heating, Lockhart Service, Abell’s Restaurant, Hometown Motorcycle, G & S Builders, Mann Sisters Storage, Babcock Services and Lord of the Lawns to name a few. Rick played an instrumental role in the creation and installation of the signs at both Frank’s Piggly Wiggly locations.  Rick has worked with Frank since he had the little grocery store in downtown Elkhorn (then known as Frank’s discount foods).

Rick has lived in the Elkhorn area his entire life graduating from East Troy High School in 1987. He started out in the sign business as a young boy working for his father’s sign business and helping his grandfather in his sign business. Rick became passionate about the sign business and knew that was the career path he wanted to follow. Since the start, his goals have been the same: to be like his dad and grandpa in establish working relationships with customers and to see the excitement on their face when they receive the finished product.

At Sign Effectz, Rick is involved in many aspects of the business: finance, estimating, scheduling and maintenance.  He’s the type of manager that rolls up his sleeves to get the job done, which keeps him in front of the customer and not behind a desk.  According to Rick, “the highlight of my career in sign-building has been watching the company go from just a 4 person operation in a garage to an 18 employee company with a perfectly laid out 17,000 square foot custom manufacturing facility.

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