Signal is a fast-growing private security franchisor headquartered in Omaha with franchise locations across North America and abroad. The company partnered with Matchstic, one of the nation’s top brand houses, to develop its new identity.

I take absolutely no credit for the identity design but I like to think I kept the train on the track and helped the team get to a beautiful and strategically sound solution. From there, I took the handoff and built everything around it.

As the sole in-house creative lead, I directed the full implementation: website redevelopment, new photography and video, brand launch materials, digital templates, vehicle graphics, and signage. I also managed vendor partnerships, oversaw franchise adoption, and led the design and manufacturing of Signal’s rebranded apparel line — from custom fabric selection to final production.

I built the standards, systems, and creative infrastructure that allowed the rebrand to scale across hundreds of franchise markets and thousands of individual brand assets. The rollout unified a global network, elevated brand perception, and positioned Signal to compete at a national level with a sharper, more confident voice.

Highlights

• Directed creative implementation for 100+ franchise markets across three continents.

• Led redevelopment of the corporate website and digital ecosystem.

• Creative-directed all brand launch photography, video, and communication assets.

• Designed and manufactured a new custom apparel line for franchisees and their employees.

• Built brand standards and processes to ensure long-term consistency and adoption.

Images on this page are courtesy of Matchstic and Wild Dingo Studios/Hales Photo. Thanks!