This article was first published in the July 2022 issue of AP
Signage and branding specialist Signageworld is a proudly South Australian family-owned company that designs, manufactures and installs all types of signage. The business launched only recently, in January 2021, with Derek Michalanney appointed as its managing director to lead the business. Having already produced some stellar signage and vehicle wrapping work in multiple states, AP spoke to Michalanney about the company’s projects and growth plans.
Q: How did the business go into signage and vehicle wrapping?
Derek Michalanney (DM): Signageworld is located in Regency Park, South Australia, and in its first 12 months, has already undertaken signage projects and installations in multiple states. All the design and printing work is done in the Adelaide workshop. The signage materials are then couriered interstate and installed by sub-contractors (where required) to Signageworld’s high quality finish.
Local quotes, manufacturing and installation is undertaken by the Adelaide-based team.
Vehicle wraps were always going to be a niche arm of the business, given that we have many long-term customers that have supported me throughout my 30-plus year professional career. We also positioned our business premises in the commercial freighting hub of Adelaide – we call it ‘the Golden Triangle’ because it is central to the majority of customer base. Our business premises needed to be able to cater for a range of vehicles, including oversized truck/trailers to be stored undercover during installation. Recently, we had a walking floor trailer delivered from interstate to be wrapped by us. However, we are more than just vehicle wrapping!
Q: What have you had to do to steer change or challenges within the business, especially during COVID?
DM: Signage is a recession-proof business i.e. if business is performing well, you may need to expand premises or your fleet, or you need new signage – so you need a signwriter. If business has a downturn, you may need to scale down your premises – so you need a signwriter. If you are quiet, you need to advertise – you need a signwriter. If you are busy if you have money to advertise – you need a signwriter.
There is never going to be a perfect time to launch a business. As we began operating in January 2021, right before the COVID pandemic hit, we were lucky to be able to trade normally the whole time because the South Australian government managed the pandemic response well for our industry.
We took possession of our purpose-built workshop in July 2021 – the day before the whole state was forced into lockdown. That could have been an absolute disaster but we managed that challenge. We also put on a new staff member a month later based on the level of work we had – we weighed up the risks and this was the right decision.
We made a conscious decision to manage our staff operations carefully to avoid being in isolation all at once as we didn’t want to risk having to stop production and let customers down.
Q: What is the most memorable and unique project that Signageworld has worked on?
DM: It has to be the ‘The Ghan’ train wrap. We knew that ‘The Ghan’ wrap was going to be a really special project and we were humbled to be entrusted to deliver the artist’s work to a worldwide audience. ‘The Ghan’ Expedition is a legendary train journey which intersects through the heart of Australia from Darwin to Adelaide. ‘The Ghan’ undertakes this return trip once a week.
The project was to transform the iconic and historic train into a visual art display for the launch of Parrtjima – A Festival in Light, a Northern Territory Indigenous arts festival in April 2021. It was also the first trip of the season for ‘The Ghan’. The artwork featured in the design is ‘Crossroads’ by artist Chantelle Mulladad.
We are incredibly proud to have recently won the ISA Sign Expo award for ‘The Ghan’ train wrap and we have been shameless in celebrating our success. We feel it’s important to show off our special work and strive for excellence. We want to be the best at what we do.
Q: What did the process of ‘The Ghan’ train wrap entail?
DM: An important customer of ours is Rail First. They put us forward to Journey Beyond, which operates ‘The Ghan’ Expedition, to deliver this project for the Northern Territory Tourism Commission.Signageworld was engaged to undertake the adaptation of the artwork, printing and installation on three carriages. This was a unique, one-of-a-kind, grand format print applying artwork to a famous Australian icon. This was the biggest display to be ever featured on ‘The Ghan’.
The project showed how vehicles can be transformed into mobile artwork and the sheer scale of the train in the vast outback was a ‘wow’ moment. The success and reach of the project has opened up opportunities for more artwork to be displayed in this way.
Spicers supplied all the products including the 3M IJ40 removable SAV, 3M 8548G laminate and
Clear Focus one-way vision. Two printers were used in printing the wrap – the HP 360 latex and HP 560 latex. The finishing was lamination with 3M 8548 laminate.
As for the process itself, firstly, Mulladad’s artwork was provided to Signageworld in vector format. The original piece of art was a square design. Using Correldraw, Signageworld created a seamless tile to span the carriages. The design work and proofing took approximately two days.
Signageworld then supplied visual mock-ups/renderings for the client to view and approve. Once this stage was approved, a 2m by 1.5m sample was printed then applied to a carriage for the client to view and sign-off. The printing of the job took an estimated 30 hours with 400 square metres of printed area.
Signageworld also needed to make sure that the material could withstand being on a moving object, travelling over thousands of kilometres at high speeds in the harsh Northern Territory outback. With the train carriages having windows, one-way vision material was selected to ensure the wrap did not interfere with travellers experience on their journey.
Installation was carried out over a two-week period with a team of four signwriters at the Rail First Islington workshop in Adelaide. Work was undertaken indoors and undercover in a secure facility to ensure the project was under wraps prior to the unveiling.
Working with the complex profile of the train carriages was the biggest challenge of the project. The signwriters used wrap techniques to ensure perfect application of the material. Also, there was limited time to complete the wrap from start to finish given ‘The Ghan’s’ strict timetable and the short time carriages can be out of service.
Because the carriages had to be disconnected from the main train and needed to be secured undercover, there was also limited time to coordinate shunting activities in the rail workshop.
The signage was only applied to the carriages for the festival’s duration. The material was chosen to ensure that when the wrap was removed, it would not leave any residual adhesives and again, without delaying ‘The Ghan’s’ next scheduled departure.
Q: What is fuelling Signageworld’s upward momentum?
DM: Signageworld has invested heavily in top-of-the-line printing and signage equipment. We want to be able to offer a wide range of signage solutions and are always looking at new technologies or offerings.
For example, I trained in the art of flex neon last year because there were no local flex neon manufacturers in South Australia. By controlling turnaround times – by manufacturing ourselves – also gives us a competitive edge over competitors who order from overseas.
We also recently purchased and installed a new HP printer with white option that has opened up architectural opportunities. This adds value to our current customers and has attracted new work.
We are focused on delivering for our customers and we have support of returning customers because they can’t get the service or quality elsewhere.
Q: What is your short- to medium-term vision for Signageworld’s future?
DM: We have a clear vision to build our business. Currently with three full-time employees, we want to build our workforce. Plans for the future also include offering customers the choice of purchasing environmentally friendly signage materials, given the wastage associated with the industry.
We also aim to build strong relationships with our suppliers and customers – that is always at the forefront of our minds. We wanted to be trusted and reputable. This means being flexible enough to think outside the box and change what we do to give our customers excellent service.
That’s why we are a member of the Australian Signs and Graphics Association and the Big Picture Brain Squad. If you are in Adelaide, feel free to contact us to say hello.
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