Today we’d like to introduce you to Jessica Cooper.
Hi Jessica, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Jessica Cooper is the Owner of Diesel Signs and Displays, bringing more than two decades of experience in visual branding and signage to every project. With a degree in graphic design, and an advertising background in radio, newspaper and photography, she combines creative expertise with technical precision to help businesses stand out in competitive markets. Her journey began in 1997, when she entered the signage industry and later became a franchise owner, in Wyoming, at the age of 23. Then began building her business from the ground up in Texas and Oklahoma, with a strong focus on quality, compliance, and customer service.
Over the years, Jessica has grown Diesel Signs and Displays into a trusted partner for businesses seeking more than just a sign—they need strategy, guidance, and execution done right. Today, she is known for blending creativity with practical problem-solving, ensuring every sign is not only eye-catching, but safe, code-compliant, and built to last.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road—and that’s true for most entrepreneurs. Building a business in the signage industry comes with constant challenges: changing regulations, evolving technology, supply chain issues, and the pressure to stay creative while remaining profitable. Early on, one of the biggest struggles was learning how to balance the creative side of the business with the operational and financial realities of running a company.
There were also moments of uncertainty—slow seasons, difficult projects, and tough decisions that tested resilience. We survived two economic recessions; which crumbled some of our competitors. But each challenge became a learning opportunity, shaping how I lead, how I serve clients, and how I build systems that last. Those experiences are what ultimately made the business stronger, more adaptable, and more client-focused.
Thanks – so what else should our readers know about Diesel Signs and Displays?
Diesel Signs and Displays is a full-service custom signage company that helps businesses stand out, stay compliant, and make a lasting impression. We don’t just make signs—we guide clients through the entire process, from concept and design to permitting, fabrication, installation, and long-term maintenance.
What we specialize in is problem-solving. Many clients come to us after being told “no,” or after a project has gone wrong somewhere else. We’re known for stepping in, identifying what’s actually needed, and creating a solution that is both visually strong and structurally, electrically, and code compliant. That combination of creativity and technical expertise is what truly sets us apart.
Our background in graphic design allows us to approach signage as a branding tool, not just a product. Every sign should communicate something about the business behind it—its personality, professionalism, and credibility. At the same time, our deep understanding of safety standards, municipal codes, and construction requirements ensures that what we build is not only beautiful, but built to last.
Brand-wise, I’m most proud of our reputation. We’ve built trust by being honest, transparent, and detail-oriented—especially when it would be easier to cut corners. We educate our clients so they can make informed decisions, and we advocate for what’s right for their business, not just what’s easiest.
What I want readers to know is that Diesel Signs and Displays is not a transactional shop—we are a long-term partner. Whether it’s a single lobby sign or a multi-location rollout, we treat every project with the same level of care, strategy, and craftsmanship. Our goal is simple: to help businesses be seen, remembered, and respected.
Is there anyone you’d like to thank or give credit to?
No one builds a business alone, and I’m very aware that Diesel Signs and Displays is the result of a collective effort. I’ve been fortunate to have mentors, industry peers, and business owners who shared their knowledge, challenged my thinking, and helped me navigate decisions that didn’t come with a manual. Their guidance helped me avoid costly mistakes and grow with more confidence and clarity.
My team deserves enormous credit. Their craftsmanship, problem-solving skills, and dedication are what turn ideas into real, lasting work. They care about the details, they take pride in what they build, and they show up every day ready to solve problems—not just complete tasks. That kind of mindset is rare, and it’s the backbone of our reputation.
Our clients also play a huge role in our success. Many of them trust us with their brands, their visibility, and sometimes their entire first impression to the world. That level of trust isn’t something I take lightly. We’ve grown largely through referrals and repeat business, which tells me that our relationships matter just as much as our products.
If there’s one thing I’ve learned, it’s that success isn’t just about talent—it’s about the people who support you, challenge you, and believe in what you’re building. Diesel Signs and Displays is what it is today because of that community.
Contact Info:
- Website: https://www.dieselsigns.com
- Instagram: @dieselsigns
- Facebook: @dieselsigns
- LinkedIn: https://www.linkedin.com/in/jessicalcooper/
- Youtube: https://www.youtube.com/@DieselSignsandDisplays
- Yelp: https://biz.yelp.com/home/JIYoaIo7ptnAEQpOSH60Vg/
