CIAP Friday Member Spotlight: Paolo Cosentino, Founder of Sunnyside Signals
Every Friday, CIAP’s Member Spotlight gives us a chance to get to know the professionals and business owners who help make Chicagoland’s Italian-American community stronger. This week, we’re pleased to introduce Paolo Cosentino, founder of Sunnyside Signals, a web design and SEO studio.
Paolo’s path began with a decade at a Chicago digital agency, where he built websites and ran marketing campaigns for brands of all sizes. Along the way, he also supported small businesses and nonprofits as a side project. Those relationships grew into a business of his own, and into a thoughtful reminder that sometimes you learn the most by taking the next step.
From agency work to an idea of his own
For ten years, Paolo worked at a digital agency in Chicago, building websites and running marketing campaigns. The work gave him the chance to contribute to projects for brands of all sizes, while his side clients brought him closer to the small businesses and nonprofits he enjoyed helping.
Those early projects started to add up. Paolo describes their momentum simply: “One client became two, two became more, and that's how Sunnyside Signals was born.”
That line captures the beginnings of the studio, but the decision to make it a full-time business came after a change in how Paolo experienced agency life. The close-knit environment he had originally joined grew into something that no longer felt personal. When that chapter ended, he had a choice: wait for the next sure thing, or build on the work he had already begun.
An artistic illustration of the early work and independent spirit behind a new business.
The moment he chose to bet on himself
Paolo is candid about the turning point that led him to start Sunnyside Signals. As he puts it:
“When the agency I grew up in grew to the point where it stopped feeling like the tight-knit place I initially joined. I stopped being Paolo, and started becoming a number. So when that chapter closed, I bet on myself and went all in on my own business.”
Starting a business doesn’t always begin with a perfectly mapped-out plan. In Paolo’s case, he already had side clients and experience to draw on, but he didn’t have every answer before he began. He moved forward with what he had and learned through doing.
That willingness to begin before everything feels settled is a theme in his story, and it’s a practical one for anyone considering a new direction. A first step doesn’t have to solve every problem. It can simply put you in a position to learn, serve a client, build confidence, and see what comes next.
Helping small businesses send clearer signals
Sunnyside Signals works in web development and SEO, with a personal touch. Paolo’s focus is on helping small businesses and nonprofits reach the people they’re trying to connect with. In his words:
“Today I help small businesses and non-profits send the right signals to the people they're trying to reach, so the phone actually rings.”
For a business owner, a website and search presence are part of how people find, understand, and get in touch with the business. Paolo brings those pieces together with attention to the organization behind them: what it does, whom it serves, and what a prospective customer or supporter needs to know.
That personal element matters. Small organizations often need digital support that feels clear and useful, not complicated for the sake of being complicated. Paolo’s approach is grounded in helping each business communicate with the people it hopes to reach, and making the online experience work toward that purpose.
An artistic depiction of the connection between a local business and the people it hopes to reach.
Three pieces of advice Paolo believes in
Paolo’s advice for business owners is direct, generous, and rooted in experience. These are ideas worth keeping close, whether you’re launching a company, building client relationships, or finding your voice in a crowded market.
1. Start before everything feels perfect
“Don't wait for the perfect time. There isn't one. I didn't have it all figured out when I went out on my own. I had a couple of side clients and a lot of faith. Take the next step and figure it out as you go. You'll learn more in the first month of doing than in a year of planning.”
The encouragement here is not to skip preparation, but to recognize that action teaches things planning alone can’t. For a new business owner, one real conversation, project, or commitment can make the next decision easier to see.
2. Make trust part of the work
“Be direct, be honest, and follow through. Tell clients what you can and can't do, return calls when you say you will, and deliver what you promised, on time. No surprises. Trust takes a long time to build and one missed promise to lose, so protect it.”
Clients and collaborators need to know what to expect. Clear communication and reliable follow-through may not be flashy, but they’re part of what makes a professional relationship last.
3. Let people get to know the person behind the business
“Tell your story. People trust people, not logos or ads. Put your face out there, share why you started your business, show the work behind the scenes, and let your happy customers do some of the talking. A good story is still the best marketing there is, and it doesn't cost a thing.”
A business story doesn’t need to be grand or polished to be meaningful. Sharing the reason you started, the people you serve, and the work you care about gives others a more personal way to understand what you do.
Heritage means showing up for people
Paolo works with several Italian-American nonprofits and is proud of that work. For him, being Italian American connects to values that are lived through everyday actions: “Family, hard work, and taking care of your people.” It also means showing up for your community.
That sense of responsibility fits naturally with the way Paolo talks about serving small businesses and nonprofits. Strong communities are built through people who contribute their time, skills, and care, and through relationships that make it easier to support one another. It’s a spirit we value at CIAP, where professional connections and shared heritage meet across Chicagoland.
Connect with Paolo and CIAP
Learn more about Paolo’s work at Sunnyside Signals. You can also find him in the CIAP Business Directory.
Paolo Cosentino, Founder, Sunnyside Signals · sunnysidesignals.com · Featured in the CIAP Business Directory (enhanced listing courtesy of CIAP) · Explore membership and the directory at chicagolanditalians.com.
CIAP welcomes Italian-American professionals across Chicagoland. If you're looking for an Italian-American community in Chicago where you can build professional relationships and take part, we'd be happy to connect. Monthly breakfast meetings resume in January 2027, and weekly Italian wine features continue. Browse the Business Directory, explore membership options, or visit chicagolanditalians.com to learn more. Have a member in mind for a future spotlight? Send nominations or questions to Salvatore at salvatore@chicagolanditalians.com. We’d love to hear from you.