Signal Rebrand

Corporate
Branding
Strategy

Signal 88 Security needed to refresh our brand to better suit our global ambitions. We approached Matchstic to design our new identity and bring this new brand to life.

I led the project internally as in-house Creative Director for the brand, connecting business strategy to creative approach, and coordinating production of all the elements you see below.

Samples, OLD identity:



From the start, I worked closely with our friends at Matchstic to coordinate the research and identity design phases of our project. I take absolutely no credit for the identity design but I like to think I kept the train on the track and influenced the process so we got to a beautiful and strategically sound solution.

An audit of franchises’ org charts revealed over 500 titles in use for the same few jobs. Employees’ career paths were muddy; corporate data was unhelpful. I devised and named a new system for career advancement, simple and clear.



Those job titles were important because I was then tasked with creating a uniform system to recognize career advancement through colors and other cues. 

Balancing clarity with swagger, we arrived at a system where rank is signaled by unique colorways.

This led to my first foray into custom manufacturing. I led production of uniform pieces with bespoke details like branded buttons (stamped with the phrase “Pursue Greatness”) and neck seam taping (embroidered with “Ever Ready”), to create brand moments for the wearer — the face of the Signal brand in the world.


Signal’s flagship service is the mobile security patrol, so the energy and power of the new brand needed to shine through our fleet of high-vis patrol vehicles.

We worked with wrap vendors and vinyl dealers to understand the nuances of the medium. Then we brought this absolute stunner to life.

Photographs don’t do justice to the verve and vibrance of the matte blue wrap coupled with the reflective, neon orange text and branding.

Post-rebrand, roughly 20% more of the car’s surface area is reflective. Higher visibility means more safety for Team Members and greater deterrence in the field.



In September 2020, I creative directed a 3-day photo and video shoot on location in Atlanta. It was some of the most fun I’ve ever had.



Nearing launch, I directed our agency partners to build and launch a new enterprise website. Built from scratch on Hubspot CMS to integrate with our sales CRM and marketing automation, we held in balance:

• Local commitment and global scale
• Franchise development and client acquisition
• Brand awareness and frictionless conversions