ur mission is to help companies make an extraordinary first impression. We all know how important a first impression can be, it can make or break someone's decision to be your friend, buy your product, or to even enter a business in the first place.

At La Crosse Sign Group our purpose is to help your business make a statement that will "wow" your customer and leave a lasting positive impact. This purpose, paired with our expertise in custom fabrication and design, fuel our cause of helping our communities and local businesses succeed

We pride ourselves in living and breathing our core values, maintaining a high level of business integrity, and bring companies success by elevating their brand.

Our Core Values
  • Committed to Excellence
  • Supportive of One Another
  • Grateful Every Day
  • Mindful of Our Actions
  • Adaptable to Change
  • Always Putting Safety First
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Who We Are

Meet the



At La Crosse Sign Group our sign professionals are here to help you no matter what part of the sign process you are in. Click our profiles to learn a little about us and the many ways to contact us!
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Public Relations Coordinator
Audra House
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Madison Office Manager/ Sign Consultant
Bill Rupp
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Marketing Director
Corissa Miller
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Vice President
Diane Hohlfeld
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Operations Manager
Jason Schliefer
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Accounting Lead
Jen Etrheim
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Sales Manager
Justin Matsick
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Sign Consultant
Karen Rupp
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IT & Estimating Director
Matt Sawyer
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Owner & President
Paul Fuchsel
local Testimonials

Word on the Street

Our project had some bumps along the way due to misunderstandings with the city. But, Bill was awesome helping us get through it. The design and installation teams were awesome! VERY happy with our sign!
Matt Nottling
St. Mark's Lutheran School
The total process of rebuilding our on premise sign's message center was great. The total project was very professional , on time and at the quoted price. Thank you!
Duke Potter
Potter's Self Storage, LLC
The process went well, we are very pleased with the service. We will tell any client who asks that we had a good experience.
Brad Crowley
1848 Construction
"La Crosse Sign Group of Madison was designed a custom sign meeting our project owner's requirements and get it installed two weeks ahead of schedule. Great experience and at a competitive cost."
Marc McGuire
C.D. Smith Construction Inc.
I have used La Crosse Sign Group for a few projects. Each time it has been a great experience from beginning to end.
Jeff Bluhm

Latest Projects from



They say a picture is worth a thousand words, so check out "Our Work" gallery to see the latest and greatest from La Crosse Sign Group.
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who we are

Over 100 Years of History

For over a century, La Crosse Sign Group has worked diligently to develop an organization dedicated to the service of our clients. From our humble beginnings in 1917, we have adapted to an ever-expanding and diverse industry to get where we are today.

Get to Know Us

Growing our business. to help grow yours.

La Crosse Sign Group is committed to helping our customers make a lasting impression by utilizing leading technology, quality craftsmanship, superior design, and a team of empowered individuals to help them reach those goals. We desire to create teams dedicated to  our customers, while being a great place to work by providing an enjoyable, rewarding experience.

Our evolution into what we are today happened as a result of company leaders, hiring the best people in the industry and empowering them to act decisively. We now have three locations in Wisconsin; LSG of Madison was established in 2010 and LSG of Eau Claire in 2013. Through everything we do, we will continue to reach higher and not only meet, but also exceed the expectations of our clients with our proven process of consultation, creation, and conclusion.

Are you ready?

WOW your customers and elevate your brand's presence!


Our Unique Process

Offering in house services of design, permitting, fabrication, installation, and maintenance, we make getting your dream sign easy.

"Bill Rupp and his team were incredibly helpful in guiding us through the whole process of updating our sign. We could never have navigated through Madison’s red tape without them. We are so pleased with the sign!"
Bob Ray
East Madison Baptist Church
We get to know you. We find out your vision, your budget, what's unique about you, and get the basic idea of what your goals are.
We bring your vision to life. Our award winning designers take everything we learn in the uncovery and make your dream sign a reality.
We build you a masterpiece. We hire the best at their craft, and buy only the best materials, so we can make you with the best sign possible.
We bring your baby home. Our certified installation experts make sure your brand new sign is safe, secured, and sparkling clean.
Let's Stay in Touch

Join Our Newsletter

At La Crosse Sign Group, we are always taking on amazing projects and discussing the latest trends in signs. Join our mailing list to get this info sent directly to your inbox.

Let's Work Together
We create eye-catching signage for businesses all around the
Greater Madison Area
, to help people like you grow your businesses and brand.


2242 Mustang Way, Madison, WI 53718
(608) 222-5353
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