The Role: Founder & Catalyst for Growth

In 2000, at age 21, I launched my first company, Albany Sign Studio—a full-service design, signage, and printing house. This venture was born from an opportunity to merge my existing small-format digital printing business with an acquired local sign-writing operation.

While building this company, I saw firsthand that my clients were masters of their craft, yet many were held back by challenges in marketing, financial management, and long-term strategy. I quickly realised my true value wasn't just in what I could create for them, but in how I could help them grow.

This realisation set the course for my professional life, igniting a passion for business strategy that extended far beyond design. My role evolved from founder to strategic consultant, both within Albany Signs and for the clients we served.

Seeing the profound difference brand image makes, I have also maintained in-house signage and print facilities for all my subsequent businesses, large format printing, and digital printing ever since, giving me 25 years of hands-on experience in design, signage, print and shop fitouts.

Core Expertise & Services Delivered

Business Foundation & Growth

• Launched the business by integrating two distinct production lines—digital print and sign writing—into a single, cohesive service offering.

• Managed all aspects of the business as the founder, from finance and operations to sales, design, and production.

• Scaled the business to a peak of 6 staff, becoming one of the top 5 largest purchasers of 3M vinyl in the Auckland area.

Sales, Consultation & Brand Strategy

• Personally handled client sales and consultations, from initial needs-analysis and site-surveys to full-scale design mock-ups and formal quoting.

• Led comprehensive business branding initiatives for clients, moving beyond simple signage to consult on strategies that improved their overall brand image and physical company presence.

• Developed comprehensive brand portfolios for clients to ensure consistency and impact across all media.

• Managed the complete sales and production lifecycle for hundreds of small, medium, and corporate clients, acting as their primary point of contact.

New Business & Retail Strategy

• Provided end-to-end consultation for new and existing businesses, assisting with business plan development and overseeing store setup.

• Created data-driven strategies for in-store product placement and visibility to maximize the impact of the signage and branding we produced.

Production & Operations Management

• Oversaw all aspects of in-house production scheduling, workflow, and quality control, while managing outsourced jobs to ensure seamless delivery and profitability.

• Managed a diverse production capability:

  • Signage: Provided a full-service sign shop including: computer-cut vinyl, digitally printed vehicle signage and wraps, building signage, shop fitouts, trade show stands, reception and interior signs, billboards, roadside plinth signs (including frame manufacturing), laser & CNC cut signage, 3D signs, footpath signs, boat signage (including super yachts), light boxes, carpark signs, election billboards, coreflute signs, printed posters, street direction signs, and roadside emergency signs. Also managed outsourced neon sign production and achieved 3M Certified Installer status.

  • Apparel: In-house heat press for branded clothing, with management of outsourced screen printing and embroidery.

  • Digital Print: Full in-house digital print and finishing service for business cards, fliers, brochures, and other media.

  • Promotional Products: Sourced and managed a full range of branded promotional items, from pens and hats to golf balls.

  • Web Design: Provided simple template-based websites in-house and managed outsourced development for larger, complex site builds.