Signal Brand Book

Alongside the Signal rebrand, I produced a hardbound coffee-table book to commemorate the occasion and serve as a comprehensive guide to the new brand.

The chapters describe the “journeys” of franchise owners, employees, and clients — before and after joining Signal. I expanded on notes from our CEO and wrote a 7,000 word manifesto about how Signal should show up in the world.

This project breathed life into the verbal side of our new brand identity. Before, we had only a small set of guidelines. Now, this work encapsulates Signal’s voice: smart and compassionate, straightforward and bold.



The book showcases our brand photography style, human and warm yet bold. We explored this style during a 3-day photo and video shoot on location in Atlanta.

The warmth and connection of our photos are balanced by clinical, precise mono-weight diagrams of Signal’s core processes and workflows. I developed all the illustration concepts and created the first sketches, before turning them over to our excellent designers to clean up.



The Brand Books arrived on time and well under budget, in time for the Signal brand’s official launch at our annual company convention.