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 best 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, 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 reimagined apparel line — from custom fabric selection to final production, delivered despite COVID-era shutdowns and backups.

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 150+ franchise markets across three continents.

• Led redevelopment of the corporate website and digital ecosystem.

• Creative-directed all brand launch photography, video, and communication assets including direction of a 3-day on-location shoot in Atlanta.

• 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.

• Wrote and art-directed 7,000 word hardcover coffee-table book and brand manifesto.

• Developed every pixel of creative, wrote and designed 5+ hours of CEO mainstage content, and activated brand for annual Franchise Conventions — read more about those here.

Results

"The launch could not have gone better!"
—Reed, Founder and CEO