BACKGROUND
After decades of success under the leadership of Clive, Elite Signs was ready for a new chapter. His son Simon was stepping up to take the reins, determined to lead the business into a bold future. Since 1996, Elite Signs has been known for helping businesses stand out with eye-catching signage and vehicle wraps. Now, Simon wanted a rebrand that would reflect the same values—creativity, quality, craftsmanship—while injecting fresh energy into the business.
I want it to be cool and stand out, but not scare off my corporate customers
Simon explained
THE BRIEF
Simon wasn’t new to the game—he knew branding was key to the company’s future. But this wasn’t just about a new logo. Elite needed to honour its roots while positioning itself as a leader for years to come.
Our approach? Design with purpose. Every choice had to communicate what Elite stood for—clear, confident, and ready to win. We needed to speak to a diverse audience, from corporate giants to small businesses. The message: Elite is here to help you win.
The Project
This rebrand called for all three phases of our service: Map It, Show It, Tell It.
Map It
We kicked off with internal workshops, gathering insights from the entire team. From brand archetypes to mood boards, the staff helped us distil what Elite was really about.
Elite needed to evolve from “a family business that cares” to “a dynamic business that helps you win.” The new brand promise? Stand Out, Win Big. With that focus, we developed key messages and a creative direction that would carry the brand forward.
SHOW It
This wasn’t just a logo refresh—this was a full visual identity overhaul. Simon wanted customers to experience the brand everywhere—from signage to workspaces. So, we planned out exactly where the brand would appear, making sure form followed function.
Logo Design
Elite creates bold, eye-catching designs for others, so their own logo needed to follow suit. The result? A striking wordmark with a bold crown atop the “E”—a symbol of leadership and confidence. The crown became a core visual element, representing Elite’s promise to help businesses stand out.
brand guidelines
Once the logo was locked in, we created comprehensive brand guidelines to ensure consistency across digital, print, signage, and even apparel. This toolkit gave Simon and his team the resources they needed to create a seamless brand experience for their clients—whether online or in-person.
tell It
With the visual identity complete, it was time to tell Elite’s story. We helped Simon develop a tone of voice that matched the new look—direct, confident, and approachable. Then, we launched a new website that showcased their award-winning work and provided an easy way for customers to connect with the brand.
To top it off, we created a content plan, including short-form videos to give Elite a face and voice in the market, while offering businesses valuable design advice.
Feedback
“Now that’s a wrap!” was the reaction from one of Elite’s clients when Simon rolled up in his freshly wrapped Peugeot 2008, proudly sporting the new branding.
Since launching the rebrand, Elite Signs has consistently received glowing feedback on their fresh look.
Having been through the experience of New Realm’s Brand Road Map, we have recommended them to many of our clients who have reported back positively.
simon