Craig Brown on Change in the Sign Industry
Spend time talking to signmakers, and a familiar picture emerges. Materials cost what they cost. Margins are tight. Customers want more for less. And change, while constant, rarely arrives all at once.
As Chairman of the BSGA, Craig Brown has a front-row seat to how the industry is navigating these pressures.
“Being part of the BSGA gives me a clear view of how companies of all sizes in our sector handle change,” he says. “Having previously worked within a sign franchise, I’ve also seen first-hand how businesses adapt and respond to shifting market pressures.”
Despite the pace of technology and the noise around disruption, Craig doesn’t believe the past year has brought dramatic upheaval.
“I wouldn’t say we’ve seen any dramatic transformations in the past year,” he explains. “Materials, inks, and adhesives still tend to revolve around price points, and it’s up to each sign company to justify their choice of materials to the client. But hasn’t that always been the case?”
What has shifted, he says, is the mindset of the customer.
“What has changed is customer expectation. Clients increasingly want more, but their budgets don’t always stretch to match. That’s not a criticism, just an observation that competition often comes down to cost rather than overall service.”
One of the clearest examples of that shift is how clients are now arriving at the table.
“A good example is customers using AI to generate their own initial design concepts,” Craig says. “They see that as a free or low-cost exercise, and by extension assume that turning those ideas into usable outputs should also come at little or no cost.”
It’s a scenario many sign businesses will recognise. A rough idea, generated in seconds, arrives with an expectation that the hard work has already been done.
Looking ahead, Craig is clear-eyed about what this means for 2026. “AI in design is here to stay,” he says. “The key is how we respond, whether we embrace it, challenge it, or use it as a tool to educate our customers.”
For him, the opportunity lies in reframing the conversation.
“It doesn’t have to be a negative development. If a client feels more invested in a project because they had a hand in the original concept, that’s a chance to build a stronger, more sustainable relationship.”
Beyond design, Craig believes operational change is where many sign businesses will feel the next wave of evolution.
“Workflow and stock control in the sign industry haven’t always been as structured as in print, partly because our work tends to be more bespoke,” he says. “Just-in-time ordering has bounced back since the Covid disruptions, but buying habits have definitely shifted.”
That, he believes, will drive wider adoption of digital tools.
“I think workflow and stock management are areas where we’ll see more software and AI tools adopted. Some companies are already taking the plunge, others are waiting to see how it pans out, and some feel they’re too small to be affected.”
Craig’s message is simple. “But in reality, this will affect all of us in some way, so it’s worth keeping an open mind and doing your own research.”
So how should businesses prepare without overreacting? “Stay alert and keep learning,” Craig advises. “Watch what the companies you admire are doing and make small, steady changes rather than big leaps that could unsettle your business.”
He also emphasises the importance of supplier relationships. “Stay close to your suppliers, too. Ask them about the trends they’re seeing, why certain materials are gaining traction, and where they’re being used.”
For Craig, adaptation isn’t about chasing every new trend. “It’s not rocket science, it’s about investing time in your business and your people,” he says. “Encourage your staff to be part of that process. When you invest in their development, you’re also strengthening your ability to adapt to whatever comes next.”
And finally, a reminder that is often overlooked. “Give your clients a reason to talk to you regularly,” Craig says. “Sharing insights into what’s happening across the sector can be a simple yet powerful way to keep those relationships active and valuable.”
In an industry built on visibility, Craig’s message is refreshingly grounded: keep learning, stay connected, and don’t underestimate the value of steady, thoughtful change.