Signal

Private Security Franchise

Signal provides private security services for businesses and homeowners. With 200 franchises across the U.S., the Signal corporate team hosts an annual conference bringing their franchisees together to discuss the company’s vision for the future and celebrate the successes of the previous year. The corporate marketing team approached us to help establish a visual strategy for the convention in 2021, while building in brand flexibility for the years to come.

To begin, we addressed the convention branding as a whole, taking into consideration the changing locations of the convention and the annual theme. The broad needs of the brand necessitated an flexible setup that allowed for unique elements each year with a common structure to maintain brand consistency.

The new convention branding layers a typography-based logo with the Signal logo, convention year, and location over a logo holder that pays homage to a badge shape and subtly changes on the top to reflect a familiar landscape associated with the host city (which changes each year). The color strategy included consistent base colors with changeable secondary colors that will reflect the location for each convention year.

Scope

Strategy
Branding
Print Collateral
Illustration
Asset Creation

2023

The 2023 convention was held in Scottsdale, Arizona, and the illustration approach moved to a more modern approach, leaning toward natural elements including shrub vegetation and saguaro silhouettes indicative of the southwest. The coyote and sun complete the desert scene.

2022

The 2022 convention was held in Fort Lauderdale, Florida. The illustration pairs a seaside scene with the familiar boardwalk. The pelican brings an element of familiarity and humor to those who have traveled along the beach before, and the sun element ties to the past and can speak to both sunrise and sunset in this arrangement. The logo holder itself utilizes the top outline of the Stranahan House, a famous Fort Lauderdale landmark.

2021

The 2021 convention was held in San Antonio, Texas. The illustration pulls nature elements of cacti, buttes, and the San Antonio River. The steer pays homage to Texas’s fame as a cattle state, and the sun element utilizes a consistent element from previous conference years. The logo holder mimics the outline of the Alamo, a well-known and familiar San Antonio landmark.