background image

Community Relations Digital Signage - How Things Work

Multimedia Graphic Designer Amy Davila helps assist with taking photos of a baseball tournament for the Community Relations Department using a drone.

In 2009, the Salt River Pima-Maricopa Indian Community’s Community Relations Office launched a Digital Signage Division to help disseminate information out to the Community in a faster way, through multiple digital displays.

The Digital Signage Division focuses on providing the Community with information on Community and Council-sponsored events. The division started with eight digital signage displays spread out throughout the Community. Today there are 17 displays.

The Digital Signage Division is the multimedia wing of the Community Relations Division. Two Community Relations Specialists—Media Design Coordinator Daniel Martinez and Multimedia Graphic Designer Amy Davila—perform a number of multimedia-related tasks that include photography, print projects, graphic design and digital signage duties.

The Digital Signage Division focuses on providing the Community with information on Community and Council-sponsored events, the information is displayed on 17 displays throughout the Community.
The division has the task of updating information on Council-sponsored events throughout the year, such as updated information on the digital signage displays for events such as Community Day and New Year’s Eve. By creating and designing new flyers, banners, T-shirt designs, promotional item designs. The division also takes requests from other SRPMIC departments to post their information on the digital signage displays, as long as the information meets Digital Signage guidelines and policies. Since the division started, the biggest changes have been the software and hardware used by the staff.

“We upgraded our software to Haivision CoolSign,” said Martinez about one of the biggest changes since he has been in the division. “We used to use Janus Vizia, and that software became obsolete because the company wasn’t innovating on it anymore. So, we ventured out to find different software and we found CoolSign, which is more advanced and has more capabilities.”

Besides the software, the hardware has changed as well. Digital Signage switched computer platforms from PC to Mac, which helps streamline the process of creating content for the digital sign displays.

Daniel Martinez Amy Davila
“Our goal is to increase the digital signage throughout the Community and innovate on our designs by making everything more animated and dynamic,” said Martinez. “We recently added displays at the Senior Services Center, WOLF and Judiciary Center; that is the most recent expansion.”

Martinez’s passion for graphic design and multimedia led him to pursue a degree at Collins College in Tempe. Martinez returned to Parker, Arizona, where he grew up, to be the senior graphic designer at the Blue Water Resort & Casino. When a position for a media designer opened in the SRPMIC, that sparked an interest in Martinez.

“I was interested because it involved more of the field that I studied: motion graphic and graphic design,” said Martinez. “I applied and was offered the position, so I relocated and have been here for the last nine years.”

Davila, who is from the Gila River Indian Community, initially went into criminal justice but wanted to do more creative things, so she is currently pursuing her master’s degree in fine arts and photography from the Academy of Art University in San Francisco, California. She started working for Community Relations earlier this year. Prior to that, she worked at the Huhugam Heritage Center in Gila River as archivist for three years.

Kyle Flores models as Digital Signage prepares lighting for a photo shoot. Digital Signage sets up in an inhouse studio that is used for photoshoots, video and other multimedia projects.
“I did multimedia videos, web, social media, photography and graphic design,” said Davila of her duties at the Huhugam Heritage Center. “That wasn’t my prime function at the Heritage Center. I enjoyed the multimedia part more than the archivist duties, so I started look for opportunities to do more multimedia.”

For more information on the Digital Signage Division, contact Daniel Martinez at or Amy Davila at