Finding a focus

How Image360 adapted and thrived in an evolving industry

Posted on Mar 30, 2020 :: Small Business Spotlight
Posted by , Insight on Business Staff Writer

There’s one lesson that many business owners are far too familiar with: You need to be able to roll with the punches. Nobody understands that sentiment better than Tim White, president and owner of Image360, a graphics and signage company in Oshkosh.

“We started out about 20 years ago as a photographic company, back in the day of film developing,” he says. “We were printing pictures from film for both professional photographers and general retail customers.”

But, not long after getting the business off the ground, digital cameras were released — and White had enough foresight to see the writing on the wall. “It was pretty quick after digital cameras came out that we started realizing that people weren’t going to be using film or getting film developed anymore,” he says.

Many business owners might have just cut their losses and closed up shop, but not White. He saw it as a chance to change direction. “We had people coming in and asking us for signage-related projects early on, so that made us think there was an opportunity in that industry,” he says. “That’s what we started to pursue.”

As it turns out, it was one of the best decisions he could’ve made. Today, Image360 is a full-fledged sign and graphics company that also boasts in-house design capabilities. It completes a variety of projects for commercial businesses in numerous industries.

In the last year, Image360 added on to its facility in order to have more space for the vehicle wrap projects that were in constant demand. The business also purchased Crown Trophy, a beloved Oshkosh trophy engraving company, and moved that to Image360’s building.

It’s clear White isn’t one to fold in the face of adversity. He finds a way to rise above, which is a quality he says has served him well as a business owner.

“You have to have a lot of determination to keep going and overcome whatever obstacles and burdens come across your path every day,” he says. “Those are the biggest qualities I’ve found in myself.”