Rebranding Blaze Signs: A Case of Brand Implementation for SME Businesses
After COVID-19 and a strategic acquisition by Elaghmore, Blaze Signs needed more than just a logo refresh. They needed a complete brand implementation for SME businesses, one that brought consistency to every digital and physical touchpoint.
At the time, I worked at Blaze as a Project Designer, not yet in my Brand & Marketing Manager role. An external agency delivered the rebrand: logo, fonts, colours, and a new website. But what came next, the real implementation, was left to us.
Read how we handle full-service brand rollouts.
Building a Brand Library: Organising for Success
Consistent Brand Management for SMEs
SMEs often lack large marketing teams. That’s why brand implementation for SMEs requires clear systems. Blaze operates from a 120,000 sq ft facility with around 200 employees. The brand touched hundreds of items: signs, documents, vehicles, uniforms, and screens.
To maintain consistency, I audited every document and updated it with the new style. Templates, case studies, and headers all found a new home in an internal brand “Library.” Employees could now easily access the latest files from the network, preventing outdated designs from resurfacing.
Digital Design to Physical Touchpoints
Physical Brand Implementation for SMEs
Because Blaze is a signage company, we could create new signage in-house. I designed the exterior fascia, large-format totems, and internal wayfinding signs, factoring in technical constraints from my previous designer role.
We extended the visual style into office interiors. Branded graphics on walls communicated company values and built a stronger sense of culture. A unified space helps employees feel part of something bigger, an essential factor for internal engagement.
Branded on the Move: Vehicle Wraps
Blaze’s rebrand extended to its installer fleet. I collaborated with PressOn Automotive to design impactful vehicle liveries using precise manufacturer drawings. After internal reviews and refinements, we produced new wraps that made Blaze’s presence clear on roads nationwide.
This mobile branding became one of the most visible touchpoints of all.
The Evolving Brand Guidelines
We began with a basic brand pack. But over time, I expanded it into a 50-page document covering Blaze’s mission, values, logo usage, sub-brand rules, and real-world examples.
It wasn’t just a design manual, it was a playbook for visual consistency. These detailed guidelines empowered the team to use the brand with confidence and precision.
Final Thoughts: Practical Brand Implementation for SME Businesses
Now, Blaze’s brand is visible on-site, online, and in motion. That’s the power of smart brand implementation for SME businesses, it turns a logo into a living, breathing identity.
Here’s what SMEs can learn from this journey:
- Centralise brand assets in a shared system
- Apply branding to physical and digital spaces
- Keep your guidelines updated and user-friendly
- Engage teams during every stage of rollout
Looking to launch your own brand implementation project?
We’re here to help SME businesses bring their brand to life—from launch day to long-term success.
