White Label
Case Study
A Battle Creek, Michigan agency added a recurring white-label digital signage line to its existing service stack, without prospecting for a single new client.
Founder Hexxon Villa charges his end-clients $20 per screen per month, pays Juuno $5 per screen wholesale, and runs the entire deployment on behalf of clients who never see the dashboard. Here's how he turned a 14-screen supermarket build-out into a 75% margin recurring revenue line.
About Hexx Design: a multi-service agency in Battle Creek, Michigan
Hexx Design didn't start as a digital signage business. Founder Hexxon Villa started it as an IT consultancy and grew it alongside his wife into the multi-service agency it is today: web design, IT (operating as Hexx Technology), screen printing, DTF and DTG print, embroidery, marketing, and merchandise management. From their Battle Creek headquarters, the team manages 35+ client websites, supports 35+ partners, and has printed over 350,000 garments.
The agency's positioning is deliberately curated:
"We're more quality than quantity. I don't have a thousand clients, but the 50 or so good clients that I have, they pay us very well. They pay a premium for our service and our name."
- Hexxon Villa, Founder, Hexx Design
That positioning — premium pricing, deep client relationships, multi-service stack — is what made digital signage a natural addition rather than a separate business.
"It's the easiest 75% margin I've ever sold. It bundles into a retainer my clients already pay me — and they never even see the dashboard."
Hexxon Villa
How a 14-screen supermarket build-out became Hexx Design's first signage deal
The signage opportunity came in through an existing client: a Latin and Hispanic supermarket about to open with three distinct screen needs across the location:
A taqueria (in-store restaurant) requiring digital menu boards
General-purpose advertising screens around the store
A butcher counter showcasing daily product cuts
Total: 13–14 screens across one location.
The default options didn't work. Commercial TVs from major manufacturers came bundled with their own signage software, but each platform required a connected computer to manage and sync content:
"It was just not gonna be easy. Especially with me running around — and if they needed something to be switched out on the fly, that wasn't gonna work."
He needed a cloud-based platform he could manage centrally on behalf of the client, on hardware that didn't add operational complexity. That's when he started looking for an alternative.
Why Reddit pointed Hexxon to Juuno
Hexxon's research kept circling back to the same problem: every legacy signage platform he looked at either tied him to a back-room computer or surfaced its own brand to his end-clients. Neither fit the agency-as-operator model Hexx Design was built on.
The shift came on Reddit, where conversations among agency operators discussing real deployments pointed him to Juuno — a cloud-based, genuinely white-label platform purpose-built for resellers. The 14-screen supermarket build-out became the trial.
Why Hexx Design Chose Juuno
After ruling out commercial-TV bundled software and computer-tethered platforms, Hexx Design's shortlist came down to three requirements:
Cloud-based and remotely manageable.
Hexx Design supports clients across Battle Creek and the surrounding area. Hexxon needed to push content updates from his phone — not from a back-room computer — and switch creative on the fly when a client called. Most signage platforms tethered him to local hardware. Juuno didn't.
Genuinely white-label.
Hexx's clients pay specifically not to see a dashboard. Juuno's white-label program — custom branding, the agency as operator, no Juuno UI surfaced to end-clients — fit the service model exactly. Hexx Technology, Hexx Design, and Hexx-managed signage all live under one consistent customer experience.
Affordable enough to test without a vendor conversation.
At $5 per screen with no setup fees and no minimum commitment, Hexxon could spin up the 14-screen supermarket deployment without a budget approval or vendor-risk discussion. The trial was the deployment.
Inside the deployment: 14 screens at one location, 20+ across the agency
The supermarket was Hexx Design's first signage client and remains the largest single deployment to date. Hexxon installed the entire system himself: hardware Onn Google TV streamer boxes running the Juuno player, network setup, screen pairing, and the initial content build.
A second client — a smaller restaurant needing digital menu boards — followed shortly after. Total managed today: ~20 screens across 2 active clients, with a third install of around 7 screens (a new restaurant build-out) underway at the time of this case study.
The end-clients never see the Juuno dashboard. Hexxon manages content on their behalf as part of the agency relationship:
They don't even want to see the dashboard. They pay me, that's why they pay me for it.
That's white-label digital signage at its purest: the platform is invisible to the customer, the agency is the operator, and the end-client gets a managed service.
How Hexx Design earns 75% margin on white-label digital signage
Hexxon charges his end-clients $20 per screen per month — but signage is never sold standalone. Every signage account is bundled into a wider services retainer that includes graphics, content creation, and platform management.
That bundling does two things at once.
First, it stacks margin.
Hexxon makes ~75% on the screens themselves ($15 of every $20 after Juuno's $5 wholesale), and a separate margin on the design and content services he layers on top. Across a single client deployment, that's two recurring revenue streams from one sale.
Second, it makes signage clients harder to lose.
Once a client is locked into a multi-service retainer covering their IT, marketing, and on-screen content, switching providers becomes a much bigger decision than swapping out a single tool.
"The nice thing about the screens is it makes clients quite sticky. It's another thing that you're hooked into."
For an agency model built on premium pricing and long-term client relationships, that retention dynamic matters more than the per-screen margin alone.
Features
Features Used by Hexx Design
Menu Boards
Update restaurant and taqueria menus instantly across multiple client locations — no on-site visits required.
Scheduling
Schedule daily specials, weekly menus, and seasonal promotions to go live automatically across each client.
Remote Management
Manage every client's screens from one dashboard. Push content updates from anywhere, on any device.
Drag & Drop Editor
Build and update content for any client without design or technical skills.
Slideshow & Video
Repurpose your TikTok and social content as in-store signage on every screen, automatically.
Multi-Location
Group screens by client and location. One supermarket gets butcher screens; the restaurant gets menus.
Why signage works as the perfect upsell.
The most interesting thing about Hexx Design's signage line isn't the margin. It's how the line was built.
Hexx Design's signage business has been built entirely from the agency's existing client base. Every deployment has been an upsell — a client Hexxon was already doing IT, web, or print work for, who said yes to signage as one more line on a service retainer they already trusted.
The pitch is one sentence:
"It's an additional 15 bucks, and the power that you get out of it — it'll pay for itself."
He's positioned to make that pitch because he's already in the building. By the time most marketing agencies even get to a client conversation, Hexxon has been running their IT or printing their merchandise for months or years. The signage upsell rides on existing trust, not new acquisition:
"You can do a little add-on with those five screens — also do your menus, whatever they need. That will cost you an additional 30, 40, 50 bucks a month. That way you stick with the client, and it's a longer relationship."
How signage closes the social-to-store loop for restaurant clients
Hexx Design already produces TikTok content for its restaurant and retail clients. With signage in place, that content does double duty — it runs on the brand's social channels and in their physical location. A customer who saw a TikTok at home walks into the restaurant and sees the same content on a screen above the bar:
"When people are looking at social media and they're watching the videos, they go back to the restaurant, they're like, 'Oh, I see that — and I love that. That's why I'm here.'"
For an agency already producing visual content for clients, signage is the cheapest possible second distribution channel for work the agency has already been paid to make.
Hexxon Villa's advice for other agencies considering white-label signage
Asked what he'd tell another agency owner asking "is this worth it?", Hexxon's advice broke into three points:
Lead with the bundle.
"You have to be very specific and sticky so that it's convincing. But you can do a little add-on with those five screens — also do your menus, whatever they need." If signage rides on top of work the client already trusts you with, the conversation is one sentence instead of one sales cycle.
Sell good hardware alongside it.
"If the TVs are crap, the signage is going to look like crap. Get TVs that don't glare. Commercial TVs are made to run 16/7 or 24/7."
Pick a platform you can manage on behalf of clients.
Hexx Design's clients explicitly don't want a dashboard login. The platform has to be something the agency can run end-to-end.
What's next: rolling signage out across the existing client base
At the time of this case study, Hexxon is mid-install on his third signage client — a new restaurant build-out — and the conversation has already started on signage upsells across the rest of his portfolio:
"As I onboard a new restaurant, the pitch is one sentence: 'You see that extra screen? That's an additional 15 bucks for your specials. I'm already running your IT — I'll handle this too.'"
For an agency that runs on quality over quantity, that path — signage as the upsell on top of existing services — is the engine for the next phase of recurring revenue growth.
You can resell digital signage at 75% margin too.
If you're already running IT, web, marketing, or print for clients, white-label signage is the easiest service you'll ever add to a retainer.
$5 per screen wholesale. Your brand. We handle the rest.