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New branding frames growth across business

A BUSINESS that helps others forge a strong identity is enhancing its own this summer.

New branding frames growth across business

Grimsby’s Sign of the Times is refreshing its look with a bold colour scheme focused on different elements of service, while taking the opportunity to create a stronger link with an acquisition made last year. 

Mick Clarke, managing director, purchased the assets of JPP Framing in King Edward Street, a company that assembles picture and photograph frames for retailers to sell. Now it is being aligned with the existing Cleethorpe Road operation, with the public-facing Graphics and Print business to be rebranded to build on the JPP addition, and its complementary services.

“We are completely rebranding the framing shop to JPP Gallery and Picture Framing,” Mr Clarke enthused.

“We have brought in new t-shirts for the team, and across all the businesses we are partway through implementing the new look. We have a new scheme for the windows at Sign of the Times to show the different sectors we cover in different colours, but there will be a common theme. The black and white Sign of the Times logo is remaining, but we’re adding colour.”

The business, approaching a quarter of a century trading, last had a refresh in 2011, when a retail sales counter and manufacturing base for the business was established within the former The Humber pub, with car parking immediately behind, off Humber Street.

While signage remains the key business area, engraving and heat pressing/embroidery has also developed, so too the sale of the garments they adorn, with education and sport building on strong sales in workwear, as the stock builds from kitchens to construction sites, school sweatshirts to football, cricket and hockey teams.

“We have built that side up nicely, and we are in the process of creating a new sportswear department, refitting the shop with a new footwear area for work boots and shoes too.

“We are going greener too, changing all the lights to LED with the help of grant funding.”
It will see a contemporary approach to the sales floor, with striking images used to exemplify the stock.

Last year’s addition of what was once Jackson’s Pictures and Frames, has dedicated retail accounts it serves, and is forging ahead in e-commerce. “It will provide a new revenue stream for us,” Mr Clarke said.

A total of 14 people are now employed across the three sites, with a 50/50 split of male and female employees.

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