In the heart of the Borderland, a unique art form thrives, telling stories and capturing the essence of the region. Hand-painted signs, a blend of words, numbers, and images, adorn businesses throughout El Paso, particularly in the historic Segundo Barrio. These signs are more than mere advertisements; they are a cultural connection to Mexico, a visual language that has captivated artists and art enthusiasts alike.
Anne Giangiulio, an associate professor of art at the University of Texas at El Paso, has been drawn to these signs since she moved to the area in 2004. Her fascination led her to promote the work of these overlooked artists through interviews, an upcoming book, and an exhibit titled “El Otro Muralismo: Historical and Contemporary Sign Painting in El Paso and Ciudad Juárez,” set to open on July 11 at the El Paso Museum of History.
The artistry of hand-painted signs
Giangiulio sees the beauty and elegance in the simple brushstrokes of these signs, a testament to the confident artists willing to experiment. “I can literally see that in the signs when I look at them, and that got me really excited,” she said. Her research into this topic led to the discovery of a rich history and a vibrant community of artists.
During a recent tour of streets in Segundo Barrio, Giangiulio marveled at the different hand-painted signs she encountered. She was particularly drawn to the artists’ choices of colors, the use of shadows, contrasts, and asterisks. “This is like Shangri-La,” she exclaimed, comparing her findings to an earthly paradise. Her excitement is palpable as she shares her discoveries and the stories behind these signs.
The artists behind the signs
Giangiulio has interviewed about nine artists so far, with plans to speak with at least another five for her book, “Rotulistas: Sign Painters of El Paso,” which is set to be published next year. She divides the interviewees into two categories: old guard and legacies. Among them are Sergio Chavez an old guard sign painter, and Monica Chavarria a legacy artist.
Sergio Chavez: a life dedicated to sign painting
Chavez, 85, started painting signs for his father’s company after graduating from El Paso High School in 1959. He started his own business, Sign Painting Co., in 1972. When asked what he liked about his trade, Chavez’s eyes lit up. “The money,” he said with a laugh. “I found out you could make a lot of money with one little can of paint.” Sign painters, or “wall dogs,” earned from $7,000 to $11,000 a year in the 1960s in El Paso, which equals $73,000 to about $116,000 in 2026 dollars.
While the money was good, Chavez also enjoyed the creative aspects of the work. He admitted that computers were the game changers, extending the professional lives of many sign painters, especially those with failing vision. “You needed to keep up with the times,” said Chavez, who retired in 2016. “You’d fall behind if you rejected (computers).”
Monica Chavarria: a new generation of sign painters
Chavarria, 26, is an El Paso native who grew up in Amarillo and earned a degree in media video production in 2026 before returning to her hometown. She is a self-taught sign painter who designed a traditional-style font for her projects, which usually focus on words using vivid colors. “I use bright pink a lot because it is so vibrant,” Chavarria said during a telephone interview. “It’s one of the main reasons I love this style because of how vibrant it is. It’s very inviting. I just love how alive it feels.”
The exhibit and its significance
The work done by the likes of Chavez and Chavarria lends to the Borderland’s visual landscape, said Erica Marin, director of the El Paso Museum of History. She said interest in sign painters has been trending up for the past 10 years, so she was thrilled when Giangiulio suggested the exhibit.
“It’s an exciting painting genre,” Marin said. The exhibit will include a variety of contemporary works of the featured artists from El Paso and Juárez, and a historical component. There will also be scheduled programs while the exhibit is up, including a panel discussion with participating artists.
Giangiulio and Marin hope the exhibit, which closes on July 11, 2027 will bring recognition to these artists who often work in anonymity. “There’s so much talent, so much variety of style just within this city,” Giangiulio said. “These folks are so talented and still doing it everywhere, but flying under the radar.”