SIGNAGE & DISPLAY
SIGNAGE AND DISPLAY HAVE BEEN A MAJOR COMPONENT OF MY WORK LIFE FOR SOME TIME. I HAVE LITERALLY TOUCHED ON THESE TWO THINGS EVERY WEEK OVER THE PAST 10 YEARS AND DEVELOPED MORE THEN I CAN EVEN REMEMBER.
SIGNAGE AND DISPLAY ARE SO IMPORTANT TO CLEAR COMMUNICATION FOR ANY RETAILER THAT IS WHY IT GETS THE ATTENTION IT DOES. AS A CUSTOMER IT SHOWS YOU WHAT THE STORE HAS, THE LATEST AND GREATEST, IT HELPS NAVIGATE TO GET YOU TO ‘YOUR’ NEEDS, WANTS, AND THE NEW STOCK. AS A RETAILER IT HELPS GET THEM THROUGH THE DOOR, GETS THEM LOOKING AT YOUR WARES, AND HELPS THEM TO GET MORE THAN WHAT THEY INITIALLY WANTED OR NEEDED.
BELOW YOU WILL FIND JUST A FEW EXAMPLES OF THE SIGNAGE AND DISPLAYS I HAVE HAD A HAND IN OVER THE LAST FEW YEARS. THIS IS USUALLY A PARTNERSHIP OR COLLABORATION WITH GRAPHIC DESIGNERS, MARKETING, VM, AND MANAGEMENT……………IT IS HARDLY EVER A STRAIGHT LINE.
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WINDOWS
DENIM
STORE SIGNAGE SYSTEMS
EXTRAS
WINDOWS
WINDOW DISPLAYS ARE IMPORTANT TO ANY RETAILER. THEY SET THE TONE OF YOUR STORE AS MUCH AS THE FIT OUT. THEY ARE A MAJOR COMMUNICATION TOOL AND IN SO LIES A PROBLEM. WE LIVE IN AN OVER STIMULATED ENVIRONMENT. IN OUR SHOPPING CENTRES RETAILERS ARE ALL SCREAMING ABOUT THEIR PRODUCTS, THE CENTRES ARE SELLING ADVERTISING SPACE, AND SOCIAL MEDIA IS IN OUR POCKETS VISUALLY TARGETING OUR KNOWN INTEREST AND ALL THE BRANDS WE LOVE.
ALL THESE PLATFORMS AVAILABLE TO A BUSINESS ARE TRYING TO GET THE CUSTOMER TO RECOGNISE THE BRAND AND THROUGH THE DOOR BUT WHEN FINALLY THEY ARE NEAR WE HAVE ONLY A FEW SECONDS TO GRAB THEIR ATTENTION.
THIS LIMITED TIME CAUSES A PROBLEM: DO WE GIVE A LOT OF BROAD INFORMATION OR DO WE SIMPLIFY AND BE VERY SPECIFIC? IT CAN BE HARD TO DO BOTH AND DEPENDING ON THE NEEDS OF THE BUSINESS FINDING THE LINE BETWEEN CAN BE THE REASON FOR SUCESS OR FAILURE.
ITS THE SIMPLE THINGS THAT ARE OFTEN EFFECTIVE. THESE PLINTHS REPLICATED THE HEEL TAB ON THE EXCLUSIVE SUPERGA SHOE.
IF USING IMAGES I BELIEVE THE LARGER THE BETTER, IMAGES LIKE CLOSE UPS CAN BE VERY EFFECTIVE IN WINDOW SPACES. CUSTOMERS DO NOT TAKE A LOT OF TIME TO LOOK AT A WINDOW UNLESS IT IS VERY UNIQUE AND IT FORCES THEM TO STOP. WIDE SHOTS WITH LOTS TO SEE SOMETIMES DOES NOT COMMUNICATE THE INFORMATION YOU NEED. CLOSE UPS GIVE A CLEAR FOCAL POINT AND IF THE SHOT IS GOOD ENOUGH CAN COMMUNICATE WELL.
REPETITION CAN REINFORCE THIS TOO. THE WINDOW HERE USES BOTH TO COVENY A YOUTH PARTY FEEL FOR THE GLUE SUMMER WINDOW.
COMING UP WITH AN IDEA FOR A CAMPAIGN OR WINDOW CAN BE REWARDING AND CHALLENGING. ONCE YOU HAVE IT AND ALL PARTIES ARE IN AGREEMENT IT CAN BE JUST AS DIFFICULT TO MODIFY THE DESIGN TO FIT THE VARIOUS SIZE AND LEVELS OF WINDOW. THIS IS TOO THE CASE WHEN WORKING WITH AN INTERNATIONAL CAMPAIGN. FINDING THE SOLUTION THAT FITS YOUR BUDGET AND LOCATIONS CAN BE THE CHALLENGE.
BELOW IS A SMALL SELECTION OF SOME OF THE WINDWS I HAVE DESIGNED OR HAD A LARGE HAND IN OVER THE YEARS. WINDOWS USUALLY CHANGE EVERY FEW WEEKS SO THERE IS A LOT TO WORK WITH.
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IN CONTRAST TO COMMENTS EARLIER SOMETIMES THE BEST SHOT IS THE ONE THAT CONVEYS A MOOD OR SHOWS THAT YOU HAVE LOTS TO GIVE. A GROUP SHOT WAS USED WITH THIS DENIM WINDOW. A LEANING RIGID FRAME AND 3D LETTERING ATTACHED TO THE GLASS ITSELF ADDED DEPTH TO AN OTHERWISE FLAT SPACE.
DENIM AREAS
WORKING FOR A YOUTH FASHION RETAILER FOR 12 YEARS I CAN TELL YOU DENIM AREAS DISPLAY AND SET UP WERE IMPORTANT. I HAVE BEEN LUCKY ENOUGH TO BASICALLY REVIST OR RE DESIGN THE AREA MULTIPLE TIMES IN THAT PERIOD. BELOW YOU WILL FIND JUST A FEW EXAMPLES OF WHAT DISPLAY AND MERCH IDEAS I USED TO PUSH THE CLASS AND MAKE IT FEEL FRESH FOR THE SEASON.
IN 2015 I DECIDED TO CHANGE THE BASE MATERIAL FOR THE AREA. NORMALLY WE WOULD USE EXISTING SHELVING AND FIXTURES FOR THE SET UP THEN CHANGE SOME OF THE SIGNAGE AND IMAGERY. IN THIS YEAR WE TOOK IT A BIT FURTHER CREATING SHELVING, SIGNAGE HOLDERS, WALL BACKING, TABLE TOPPERS AND MORE OUT OF A THICK CARDBOARD STOCK.
THIS MATERIAL GAVE US A UNIQUE OPPORTUNITY TO DO SOMETHING DIFFERENT WITH THE INDIVIDUAL SIGNAGE NEEDED TO CALL OUT THE VARIOUS BRANDS AND DENIM. WE APPLY DIFFERENTLY AND COULD PIN DIRECTLY TOO THIS BASE MATERIAL. EACH BRAND GETTING ITS OWN UNIQUE SHADE OF BLUE WE WERE ABLE TO CALL OUT BRAND AND FIT IN THIS WAY.
DESIGNED TO HAVE A LIMITED LIFE SPAN THE DISPLAY GAVE THE DENIM AREA AND ITS BRANDS A UNIQUE FEEL IN THE STORE AND MARKETPLACE FOR THE WINTER PUSH.
THIS SET UP IS A BIT ROUGHT BUT THAT WAS DELIBERATE. DENIM IS NOT POLISHED, IT IS TEXTURED, REAL, AN EVERYDAY. THE CARDBOARD AND PAPER SIGNAGE ATTACHED WITH A ROUGH NAIL ALL ADD TO THAT FEEL.
IN 2018 WITH A SHRINKING DENIM MIX WE WERE ABLE TO GIVE A BIT MORE ROOM IN THE SET UP TO THE THEME OF THE YEAR. TOKYO WAS THE LOCATION OF THE CUSTOM SHOOT AND WE USED THESE SHOTS TO MAKE THE AREA LOOK DIFFERENT TO PREVIOUS YEARS.
LARGE SCALE IMAGERY AND FRAMING IN WALLS WITH TOP LINE PATTERN IMAGERY HELPED GIVE IT A UNIQUE FEEL FROM PREVIOUS YEARS. BRANDING WAS STILL KEY BUT THE ADDITIONS OF RIGID BOARD IMAGERY WITH EXISTING FIXTURES WORKED IN THE DISPLAY TO FEEL DIFFERENT TO THE PREVIOUS SET UP.
IN 2014 IT WAS ABOUT SIMPLE SIGNAGE, NEW MERCH STYLE, TIMBER LETTERS, AND A NEW DISPLAY FIXTURE TO HIGHLIGHT DENIM IN THE SPACE. THESE WERE PRODUCED WITH VM MANAGER ROB GLENN AND SET UP WITH HANGING CALLOUTS ON BRAND AND FIT. A FREE STANDING SIGNAGE HOLDER WAS ALSO INTRODUCED TO HOUSE A ‘FIT GUIDE’, A HOLDER THAT HAS BEEN USED ON AND OFF IN THE STORES SINCE THIS TIME.
MANY MORE VARIATION AND SIGNAGE WERE CREATED AND PRODUCED OVER THE YEARS TO HIGHLIGHT THIS IMPORTANT CATEGORY IN THE BUSINESS. A NEW BIG CAMPAIGN EVERY YEAR THAT I HAD THE OPPORTUNITY TO WORK ON SEVERAL TIMES. THIS INCLUDED THE SETS AND SOME CREATIVE DIRECTION IN THE 2019 PHOTOSHOOT. AFTER 11 YEARS WITH THE BUSINESS I DISMANTLED THE DENIM AREA IN 2020 AS THE CATEGORIES IMPORTANCE IN YOUR FASHION STARTED TO WAVER. MOVING THE BRANDS TO THE VARIOUS STYLING ‘WORLDS’ AROUND THE STORE MADE MORE SENSE AT THAT TOME THEN TO KEEP ONE DESTINATION.
THERE ARE INFINITE WAYS TO HAVE SIGNAGE FOR THESE SECTIONS ALL TALKING TO BRAND AND TO FIT. HERE YOU WILL SEE SIGNAGE THAT FIT INTO FIXTURES ON THE WALL RAIL TO ALLOW IT TO DIVIDE STOCK WHERE NEEDED.
EVEN NEW TECHNOLOGY MADE ITS WAY INTO THE SECTION. ILLUMINATION BUT MORE THEN SIMPLE BACK LIT LIGHT BOXES WERE CREATED FOR THE NEW PENRITH STORE. THIS SIDE ILLUMINATED ACRYLIC SIGNAGE CALLS OUT THE OUT BRANDS AND DESTINATION AND ADD ‘FLAIR’ BUT CHANGEABLE BACKING IMAGERY ALLOWS FOR EASY CHANGE OF CAMPAIGN WHILE MAINTAINING CORE MESSAGING.
SIGNAGE SYSTEMS
BRANDING IS ALWAYS A BIG PART OF A MULTI BRAND BUSINESS. AT GLUE I WAS ABLE TO DEVISE SEVERAL SYSTEMS OVER THE YEARS IN ORDER TO DO THIS. KEY TO THIS WERE TWO MAIN THINGS: IMAGERY AND LOGO.
EARLY SYSTEMS IN THE BRAND HAD SMALL PRINTS OF EACH BUT SOON WE WERE ABLE TO INTRODUCE LARGE VERSION FOR WALL MERCHANDISING. STARTING AS A SIMPLE PLYWOOD BOARD WITH HOOKS ON THE BACK TO FIT TO WALL FIXTURES THAT PAPER SIGNAGE WAS GLUED OR TAPED TO. THIS WAS FOR TWO MAIN REASONS, AS A YOUTH RETAILER IT FITTED THE AESTHETIC AND ALSO BECAUSE OF COST. BUDGETS WERE LOW TO ROLL OUT NEW SYSTEMS AND THIS ALLOWED DRASTIC VISUAL CHANGE FOR LOW COST. A LOGO ON ONE SIDE OF A WALL AND AN IMAGE ON THE OTHER
THIS SYSTEM HAD MULTIPLE SIZES DEPENDING ON THE STOCK AND THE WALL ITSELF. OVER TIME IT REFINED INTO SOMETHING USED FOR YEARS.
WHEN CHANGE WAS NEEDED WE DID NOT REINVENT THIS SYSTEM. WE ADDED TO IT WITH NEW STORES RECEIVING LIGHT BOXES.
UPGRADES AGAIN CAME IN LATER YEARS FOR BRISBANE AND PENRITH SUPERGLUE WITH A VERSION THAT HAS RIGID INSERTS. FRAME RATHER THAN GLUE. CREATED IN TWO COLOURS, BLACK WITH WHITE/COLOUR FOR MEN AND WHITE WITH BLACK/COLOUR FOR WOMEN.
THIS ‘SLIP SIGNAGE’ SYSTEM IS A METAL POWDER COATED FRAME WITH HOOKS TO AFIX TO THE WALL METALWORK. A RIGID AERATED PVC OR BOARD INSERT SLIDES INTO THE HOLDER THROUGH A GAP IN THE TOP.
THIS SYSTEM WAS EXPANDED TO BE USED IN NEW DOUBLE SIDED RAIL HOLDERS, ON TABLE SIGNAGE AND MORE.
TO WORK WITH THE SLIP SIGNAGE SYSTEM ADDITIONAL CUSTOM LIGHTBOXES OF THE SAME DIMENSIONS WERE CREATED AS WELL AS MORE CUSTOM PIECES IN NEON, OTHER ILLUMINATION, AND 3D SIGNAGE. THIS WAS DONE TO HELP GIVE EACH BRAND ITS OWN IDENTITY BUT THEY ALL FOLLOW THE SAME RULES.
I WORKED WITH STUSSY ON THIS ILLUMINATED LOGO. ONE OF THE WELL KNOW PRINTS USED BY THE BRAND IN THEIR APPAREL IS THE ‘8 BALL’. I PURCHASED AN IMAGE, HAD OUR GRAPHICS TEAM PIXELATE THE IMAGE WHICH WAS POSITIONED TO HAVE THE LOGO SHINE THROUGH. THIS IS A ONE OFF ONLY IN THIS STORE. CARHARTT’S TABLE TOP SIGN TOO IS CUSTOM. A 3D VERSION OF THIER LOGO I HAD MADE THROUGH A COMPANY IN VICTORIA.
WORKING WITH SFD THE SIGNAGE HOLDERS WERE MADE FROM METAL AND POWDER COATED IN THE TWO COLOURS. SIGNAGE HOLDERS FOR RAILS, TABLES, LOGOS ON WALLS AND IMAGERY WERE ALL DEVELOPED.
AS TOO WERE MAGNETIC SIGNAGE RISERS AND HOLDERS FOR FOOTWEAR THE DEPARTMENT.
THIS SIGNAGE SECTION DOES NOT TOUCH ON THE NUMEROUS GRAPHIC TREATMENTS THAT I HAVE CREATED, INFLUENCED, AND WORKED ON OVER THE YEARS. THESE TRYLY ARE VARIED. MUCH OF THIS IS COLLABORATION WITH TALENTED GRAPHIC DESIGNERS BUT A WORKING KNOWLEDGE OF WHAT IS NEEDED AND HOW IT WILL BE USED IS IMPORTANT FOR ALL TREATMENTS. HOW THEY LOOK IS A BIG PART OF WHAT I DO AND FIND INSPIRATION OR CREATION OF SOMETHING NEW TO FIT THE BRIEF IS ONE OF THE MORE SATISFYING PART OS THIS WORK.
DISPLAY
WORKING IN A MULTIBRANDED BUSINESS HAS GIVEN ME THE OPPORTUNITY TO MAKE COUNTLESS SMALLER CUSTOM DISPLAY, SIGNAGE AND PIECES OVER THE YEARS. ITS THESE SMALLER HIGHLIGHTS AND LAUNCHES THAT CAN GIVE THEM MOST EFFECTIVE PUSH TO A BRAND OR STOCK WHEN NEEDED. BELOW ARE JUST A FEW EXAMPLES.
BRAND INFORMATION AND IMAGERY FOR ONE OF THE EARLY NAPAPIJRI DELIVERIES IN GLUE STORE. DOUBLE SIDED RAIL SURFERS WITH FACTS ON THE RANGE HIGHLIGHT PIECE THE RAINFOREST JACKET AND A BLURB ON THE BRAND. A FLOOR DECAL BORDER WAS ALSO ADDED FOR BOTH RAIL AND WALL FIXTURE OPTIONS.
FROM TIME TO TIME I HAVE THE OPPORTUNITY TO CREATE DISPLASY IN WESTFIELD OR OTHER CENTRE CABINET DISPLASY. THIS IS A RECENT EXAMPLE USING IMAGERY TO SUPPORT THE GLUE STYLING ‘WORLDS’. BEING IN THE ROUND TWO DIFFERENT IMAGES WERE USED TO SUPPORT TWO OF THESE WORLDS. SIMPLE CAN BE EFFECTIVE.
IT HAS BEEN NECESSARY FROM TIME TO TIME TO CREATE SOME SIGNAGE OR DISPLAY ONSITE MYSELF. I HAVE HIRED ARTIST TO DO SUCH PIECES BUT AT TIMES HAVE HAD TO DO THEM MYSELF. THESE ARE A FEW EXAMPLES OF SOME CHALK AND PAINT WORK I CREATE FOR GLUE STORE. THE CHALK IS FOR A CAFE AND PILLAR FOR A MUSIC AREA IN A STORE WITH VARIOUS OTHER REAL ARTISTS ALREADY ADORNING THE WALLS AROUND THE STORE.
LIKE THE EMPORIUM ‘BLACK BOX’ PENRITH HAS A NUMBER OF FEATURE SPACES. THIS ONE AT THE FRONT OF THE STORE LAUNCHED WITH CHAMPION. LARGE ACRYLIC PANELS IN BLUE WERE SUSPENDED IN THE SPACE WITH LARGE IMAGERY ACROSS THE TOP LINE INSDIE THE AREA. A BASKETBALL HOOP AND FLOOR DECALS TALK TO THE BRAND SPORTING HERITAGE AND SUPPORT THE MATCHING CONTENT ON SCREENS OUTSIDE THE SPACE
