SignManager
CORPORATE SIGNAGE MANAGEMENT
Elevating a unique B2B sign asset management service into a ‘category of one’ brand
The challenge: achieving cut through in a price-driven market
SignManager is not your average signage company. As a specialist consultancy, they plan, manage, implement and maintain signage projects across Australia and internationally—delivering entire signage lifecycles, from compliance and procurement to installation, maintenance, and end-of-life recycling.
Despite their sophisticated capabilities in the sign asset management business, SignManager’s existing brand and marketing materials didn’t reflect their strategic value. Instead, they appeared indistinguishable from conventional signage manufacturers. As a result, prospective clients often failed to grasp the full extent of their services, and new business conversion rates remained average.
SignManager approached LloydGrey to clearly differentiate their offering in a competitive market—where manufacturers with far less capability were winning work on the strength of price, not service or strategy.
The solution: complexity to simplicity
We began with a comprehensive discovery process involving SignManager’s leadership team. Through in-depth workshops, we uncovered their true value proposition—an integrated offer that included planning, approvals, compliance, design, risk management, procurement, maintenance, reporting and data metrics.
This complex suite of asset management services needed to be communicated clearly and quickly to busy B2B clients. We developed a highly visual presentation tool that distilled their entire process into an engaging, single-view infographic. This visual became a cornerstone of the new brand language—cutting through complexity and shifting the conversation away from manufacturing and price toward long-term partnership and strategic management.
To further support the brand’s personal and consultative tone, we extended the graphic language using interconnected human figure symbols, diagrams and animated video, reinforcing the message of trusted relationships and tailored service rather than one-off transactions.
The results
The rebrand was transformational. The new presentation materials and brand narrative quickly changed the conversation with prospective clients—helping them understand SignManager’s offer as a premium, end-to-end sign asset management consultancy.
The impact was immediate. SignManager saw a significant uplift in new business, with improved client engagement and faster onboarding. The refreshed brand helped reposition them not just as a service provider, but as a true category leader.
With a clear and compelling story now in place, SignManager has gone on to expand into New Zealand and North America, winning major corporate accounts and working with over 50 of Australia’s largest organisations.
They’ve also earned industry recognition and business awards, all underpinned by the brand clarity and credibility that reflects their market-leading offer.
"We engaged LloydGrey to assist us with a review of our business to identify the core elements that make our company unique and the benefits...
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…that our clients enjoy when using our services. Tim and his team of specialist staff showed incredible insight in understanding our business and progressively developed a clear and distinctive way to communicate our story to our target customers. The results are immediately noticeable with a measurable uptake in responses to new customer presentations.”
General Manager — SignManager
SignManager brand and positioning
Marketing and presentation tools
Capability document and info graphics
Product and service offering explained
Marketing material
Project photography
SignManager sales introduction video presentation.