Some experience. The cheapest and easiest route is to buy a pre-made sign from AliExpress and just use the serial/usb interface to send data to the sign. That's somewhat limited, as you can't really control each pixel in a real time way, and you're limited to sending a series of "screens" as either text (in their limited choices of fonts) or images, defining some linger time, transitions, etc. With some visual disruption as you send new data to redefine what to display. But it's easy. There's also variations on this theme. Some signs, for example, have had people who reverse engineered the protocol so that you can send stuff from your own scripts instead of the supplied (usually crappy) software.

The other path is to buy plain led matrix modules and use some SBC to directly control what's displayed. More fun, but more work. This particular sign uses qty 2, 4mm pitch, 32x64 pixel panels, side by side. Like this one: https://www.aliexpress.us/item/2251832064290423.html?spm=a2g... Lots of choices in pitch, single/three/full color, indoor or outdoor brightness, etc. Though you need to ensure your choice of driver (see paragraph below) supports it. They have different refresh rates, data sequence, and timing requirements.

Then, you pick what to drive it with. Lots of choices there. There are libraries and hardware level-shifter adapters for a variety of things like a Parallax Propeller, Raspberry Pi, BeagleBone Black, etc. With various advantages and disadvantages. Fwiw, the Rpi is usually trickier as you're bitbanging from a non-real-time OS. The Parallax and BeagleBone have better ways to be quasi real time.