The first BSGA Sign Surgery of 2026 set the tone for the year ahead, with a clear message from the Association’s leadership: this is about being present, listening and meeting sign-makers where they are.
Hosted by BSGA Chair Craig Brown and Managing Director Linda Edwards, the session looked forward rather than back, focusing on how the BSGA plans to build on the momentum of 2025 through events, education and stronger engagement with the wider industry.
“We’ve come a long way from the days when trade associations were only contacted when there was a problem,” Craig said. “Over the last decade, we’ve really tried to support the community as a whole, not just a handful of bigger businesses.”
That shift, he explained, has meant being more visible at trade shows, supplier events and open days. Rather than standing on the sidelines, the BSGA is increasingly embedding itself in industry activity.
“This year at Sign and Digital UK, we’ll be part of the Sign Makers’ Village,” Craig said. “We’ll have Perry Signs demonstrating signwriting and gilding, Chris from CBI doing architectural wrapping, and Paul Hughes sharing application techniques. Alongside that, we’ll host a community space where real conversations can happen.”
The emphasis, he said, is on face-to-face engagement. “It’s about actually being where the sign-maker is. Those small conversations are where you find out what’s coming down the line, whether it’s a new product, a new process or even an opportunity to be involved in beta testing.”
Linda stressed that visibility and accessibility are central to the BSGA’s direction. “We spent the latter part of 2025 looking at how we reduce barriers to entry,” she said. “How do we make sure we’re current, useful and genuinely connected to our community?”
That includes looking inward, too. The BSGA board is actively considering how to bring in new voices, but with purpose. “If we bring people in, we want to use their skill sets and make them feel valued,” Craig said. “Not just have a name on a list, but people who can shape direction and help us stay relevant.”
One of the most significant updates came around the Super Sector Initiative and the BSGA’s growing role within it. Linda explained that the initiative brings together construction and allied trades to address safety, standards and training, particularly in the context of the Building Safety Act.
“Our industry is unregulated, and that brings challenges,” she said. “We need to be part of those conversations, not turning up late or being treated as an afterthought.”
That sentiment struck a chord with the Sign Surgery attendees. “In signage, it often feels like we’re forgotten until the last minute,” Lawrence Green, Managing Director of Greens the Signmakers, commented. “So it’s fantastic to see the BSGA making sure our voice is heard.”
Technology also featured heavily, particularly artificial intelligence (AI). Craig was pragmatic rather than alarmist. “AI is here, but it’s about how we use it,” he said. “For me, anything that enhances visualisation is powerful. We’re a visual industry. A line drawing isn’t always enough anymore.”
He pointed to emerging tools that allow clients to walk through spaces with signage virtually in place, as well as software that can automate parts of quoting and workflow. “It’s not about losing control,” he said. “It’s about taking bite-sized pieces that genuinely help your business.”
Sustainability rounded out the discussion, with a strong focus on realism. “It’s not just about carbon footprint,” Craig said. “It’s about the materials we use, how long they last, and what happens at the end of their life.”
Linda added that sustainability is as much about working practices as products. “Smaller businesses might not be able to join big schemes, but they can still make meaningful changes,” she said. “That might be logistics, waste sharing with local schools, or simply planning jobs more efficiently.”
As the session closed, there was a notable shift in tone from caution to confidence. “I genuinely think 2026 is going to feel more positive,” Craig said. “Not dramatic change overnight, but a sense that things are moving in the right direction.”
That optimism was shared by the audience. “We’re seeing more freedom for creativity again. Customers are allowing one standout piece, something more interesting than just a flat board. That’s the fun part of the industry coming back,” said Lawrence.
If the first Sign Surgery of the year was anything to go by, the BSGA’s focus on engagement, practical support and honest conversation is resonating. And for an industry built on visibility, that feels like a solid place to start.