When Speedy Signs decided it was time to evolve the brand, the challenge wasn’t just creating a sharper logo or fresher advertising. The bigger issue was perception.
Speedy Signs already had scale, with more than 25 franchises across New Zealand, but much of the signage industry still felt crowded with companies all saying similar things. Fast service. Great quality. Friendly team. The category had become visually noisy and strategically bland.
The opportunity was to reposition Speedy Signs as something more substantial. Not just another signage company, but a national brand leader that understood the power of branding because they lived it themselves.
Our strategy centred around one simple idea: lead by example.
If Speedy Signs wanted businesses to trust them with their brands, then their own brand needed to demonstrate exactly what great signage, consistency and visibility could achieve in the real world. The company itself became the proof.
We developed a refreshed identity with a vibrant, dimensional logo system that felt more modern, energetic and digitally connected. The styling gave the brand a sense of movement and scale, helping it stand apart from more traditional signage competitors.
The colour palette was carefully aligned with tones that felt distinctly New Zealand, helping the business feel both national and approachable. At the same time, we repositioned the messaging around outcomes rather than products. Instead of simply selling signs, Speedy Signs was now selling visibility, credibility and business growth.
One of the most important decisions was turning the Speedy Signs van into a hero asset.
Rather than treating vehicles as operational necessities, we transformed the fleet into rolling demonstrations of the company’s own capabilities. The branded vans became instantly recognisable across New Zealand and formed the centrepiece of television advertising, digital campaigns, social content, print material and the company’s Sign Buyer’s Guide.
The refresh gave the business something many franchise groups struggle to achieve: a genuinely unified identity with enough personality and confidence to feel memorable nationally, while still supporting local franchise ownership.
More importantly, it worked.
The new identity helped revitalise the brand internally and externally, strengthened customer trust and supported years of sustained growth across the network. More than eight years later, many of the strategic and visual foundations created during the refresh still remain part of the brand today.
Instead of blending into the signage category, Speedy Signs built a brand people recognised before they even read the logo.
TESTIMONIAL: Grant Archibald, Founder, Business Franchise Group
“Speedy Signs has experienced significant growth over the last 8 years, and Steve’s continuing strategic input and marketing mentorship has made a big contribution to that. Steve and his team have worked with us on a range of marketing projects from a nationwide brand refresh to advertising campaigns and content marketing. This has helped us raise the profile of the brand, create deeper engagement with our franchisees and win more customers.”
