About Me

So, the story goes something like this.

Starting in the early ‘00s, I began my writing career working on a series of books on roadside travel. Over the course of several years, I criss-crossed the Southwest United States, researching offbeat attractions, ghost stories and local legends, while meeting the most amazing people. It remains among the best experiences of my life.

I can’t begin to count the number of small, out-of-the-way towns I visited. But, as I did, I noticed two things. One, the junk shops were superior to those in larger cities, and two, so was the signage.

Decades-old signs were still noticeable along the roadside, artifacts of an age known for a style of architecture termed “Googie.” Channel letters, glowing neon, incandescent bulbs chasing the lengths of big, sweeping arrows — all calling attention to motels, diners and car washes.

Being a photographer since I was about 14 years old, I was compelled to capture these remnants of mid-century style on film. And, as I noticed many of these signs begin to disappear, what was a hobby soon became a mission of preservation.

Still, I wasn’t satisfied with simply photographing these signs. I wanted to own one. The only way that would happen, unfortunately, was to make it myself. So, equipped with the workshop basics that my father had taught me, I set about learning metalworking, electronics and faux weathering to make myself a big, flashing arrow.

That one, red arrow set me on a new course. I designed a few more signs and set myself up an Etsy shop. That led to a career working for interior designers, restaurants, bars and private collectors, designing and fabricating neon signs, spires, sputniks and even the world’s largest beer bottle chandelier.

I don’t recall exactly what prompted my next endeavor, but as I collected all the new skills involved to complete these builds, I began sharing my experiences on YouTube. Once again, this set me on a new path. I found myself among a community of creatives who, I was surprised to learn, were a lot like me. Our individual interests may have differed, but it was clear our ultimate passion aligned: to share in the process of making.

— Wesley Treat