CASE STUDY : Carytown Merchant Association, Carytown Sign
Vintage Neon Signage
CLIENT: Carytown Merchants Association
SERVICES: Design, Production Design, Fabrication, Installation
DESCRIPTION:
The Carytown Merchants Association partnered with the City of Richmond to commission a new gateway sign celebrating one of the city’s most iconic districts. Wellcraft MFG was selected to fabricate the custom sign, which features neon-lit, bent aluminum channel letters suspended between two monolithic cabinets—a bold reinterpretation of the beloved original. Blending vintage character with modern engineering, the new Carytown sign serves as both a landmark and a tribute to the neighborhood’s rich cultural identity.
Client Concept
With help from the CMA we developed the concept that reflects the district’s retro charm while making a bold statement as a modern gateway. Our main goals were to:
1) Creating a visual landmark that reflects Carytown’s vibrant, eclectic identity—an area known for its local shops, restaurants, and walkable, community-focused layout.
2) Balancing modern fabrication techniques (like custom bent channel letters and engineered mounting systems) with vintage design elements like neon and hammered brass that anchor the sign to the neighborhoods historic roots.
3) Maintain structural integrity - the CMA specifically wanted the sign to span over both lanes of Cary Street.
Challenges
The concept for the sculpture itself is rather simplistic in terms of design. However, when it came to fabrication it we had to solve for a few fabrication challenges:
Keeping the weight as light as we could while maintaining the structural integrity of the sign.
Suspending the sign over the road, securely & safely
Carefully planning neon runs to prevent interference with the leads
The sign was built around a
To prepare for the install, we used our 60’ crane truck to suspend the structure outside our shop and mock up the full spiral. This helped us finalize wire lengths and test fit the system before heading to the site.
With the helix mocked up, we drilled and tapped over 250 holes for the donor plaques. Each plaque was attached using stainless steel cable and small set screws to ensure consistent vertical spacing.
Once on site, we reassembled the spiral, suspended it from the ceiling mounts, and began the long process of mounting and adjusting each plaque—bringing the full sculpture into alignment and completing one of the most complex installations we’ve taken on to date
