Here's a version of the image with the LED channels numbered.
You'll see the ellipse has each LED numbered 1-3. All the LEDs labeled 1 would be connected together, all those labeled 2 connected together, and 3 connected together. Thus the ellipse would need 3 I/O pins on the microcontroller. The software would cycle each of the 3 lines one at a time sequentially to get the chasing effect.
Then I numbered each character in the sign. All the LEDs in a given character would be connected together and tied to an I/O pin on the microcontroller.
So to address the ellipse as 3 chasers and the 15 characters individually, you'd need 18 I/O pins, so you'd probably need a 24-pin or larger PIC.
You could use multiplexing, Charlieplexing or wiring the LEDs in inverse parallel to reduce the total number of pins needed, or use helper ICs such as decade counters, serial-in-parallel-out shift registers or decoders.
You'll need transistor circuits to provide enough current to power the LEDs as well.
To make the characters more readable, use more LEDs to fill in the gaps. Since you're addressing by character, you won't need more I/O pins to do this, just more current.
How big is this sign going to be?