Using Branding to Communicate Change
PartsTown UK, a trusted partner of Graphic Signs, was at the beginning of a rebrand journey when they announced change of ownership in February 2023. Over an 18-month period we worked on the project and continue to support PartsTown UK as they transition to their new branding. The signage for this played a critical role in the gradual changes that were taking place withing the organisation. We worked closely with the marketing team to create a staged process of change to help staff, suppliers and customers adjust to the new look.
Making and Impact
PartsTown UK wanted to make a big impact quickly by showcasing the new brand. As a result, it was decided that the main reception area would be the first to receive the new branding. We installed a large, striking logo in brightly branded colours to catch attention as you enter the building. We were able to further showcase the new brand with a desk wrap, display case panels and large acrylic wall panel. The combination of these initial changes brought the brand to life for visitors and staff as they began to see the changes.
Overcoming Challenges
The next stage was the external signage, but PartsTown UK didn’t want to cause confusion with a mismatch of the internal and external signage during the transition. They wanted to be able to communicate the changing company brand and needed some temporary signage to ‘bridge the gap’ to ensure they were still recognisable to their customers and suppliers.
To solve this, we installed new covers on the directional signage near the car park to include both the ‘old’ and ‘new’ branding. There were also large format displays fixed on the exterior of the building to go alongside the ‘old’ logo.
The large, illuminated signs on the exterior of the building needed to be replaced and updated. The illumination was key in order to be sure the signs could be easily seen and recognised from the road. The branding colours for this were a challenge because of the black colour used in the logo – it’s very difficult to illuminate a black sign!
To solve this problem and ensure the branding looked it’s best we manufactured 3D face lit lettering with night/day acrylic. We specified and manufactured the sign with additional LEDs fixed within the black letters to help them stand out alongside the other coloured letters. We were very happy with the result as we were able to stay true to the logo and meet the desired specifications.
Showcasing the New Brand
The final showcase item of the rebrand was the replacement of two large, internally illuminated totem signs – one of these was directly outside the main reception area and the other was just outside the road, at the entrance of the car park. These were carefully handcrafted, requiring precision cutting of the logo and graphics that were pushed through the aluminium facing of the totem in order to give the signs texture as well as illumination.
The continued partnership between Graphic Signs and PartsTown UK will see further signage for the warehouse locations and vehicles. Change takes time, and this project is one that shows the care and gradual rollout of the branding helped to support and communicate the change management of the brand to staff, visitors, customers and passers-by.
Contact Us Today!
This project is a great example of a working gradually through a rebrand over longer time period. In contrast, and depending on your needs and your company culture, a shorter timeline might be what your rebrand needs. Contact Graphic Signs today to talk to the team and we can help with all your signage requirements.