Episode #24: Daniel Crichlow, Indianapolis Badge and Nameplate

In this episode of Behind the Brand Podcast, hosts Adam Hayes and Bob Payden sit down with Daniel Crichlow, who is leading the next chapter of Indianapolis Badge and Nameplate, a company founded in 1948 that got its start stamping dog tags for three states. Daniel shares the fascinating history of the business, from its origins on Mass Ave to his father's purchase of the company in 1977, and now his own journey transitioning the business from a badge and nameplate operation into a full-service sign company. Daniel opens up about what it's really like navigating a family business transition, why he considers himself an outlier, and how his relationship with his father has made the process remarkably smooth. He dives into the strategy behind the company's impressive 46% revenue growth, explaining why he walked away from the bid-work model and instead chose to build deep relationships with niche developers in senior living, religious institutions, and beyond. The conversation also explores the threats and opportunities facing the signage industry, from AI's impact on design to the rise of digital signage and the technology race that Indiana companies can't afford to lose. Daniel gets real about why saying "yes" to everything nearly hurt the business and how becoming less industry-agnostic has been a game changer. Whether you're a business owner navigating growth, considering a family transition, or just curious about what goes into the signs you see every day, this episode is packed with insight.