An insight into creative signage brand - George & Willy.
In conversation with George & Willy, a forward thinking signage company focusing on functional simplicity . We chat to Will about his journey in signage design, the role signage plays within interiors, and ways you can maximize signage in your business.
Tell us a little about the George & Willy Journey
We have now been running the business for eight years. It all started when George & I were at university, we wanted to make things, so it all started out with us making trestle tables, lights and swings. We then made the ‘studio roller’ which was our first product that really took off. At the time, we were also experimenting with shop fit-outs working with custom fit-outs out of plywood, and then from there we started making signs.
There was a gap in the market as people were not spending time on putting love into signs, it was something that was overlooked or often forgotten about. Signage is really the first thing your customers see, making it a really important element in any venue or space.
Getting custom signs made is a challenge, when people are doing a fit-out there are some serious time and budget constraints, and these were really the main problems. Custom signs take a long time to finalise, as well as the cost that comes with that. So, from that we had our pain points:
1- budget constraints
2 - time pressures
We thought, let’s make something that looks cool that can be delivered in a couple of days at half the price of a custom sign.
George and I had a keen interest in architecture and love to make cool spaces, and signage allows us access to lots of different people, it’s our way of adding our little touch to different spaces with our online business model.
What is your process helping businesses with signage needs?
Our process is simple, we sell signage templates online with really good customer service - our team all love our products. Often when customers email us explaining their vision, we recommend products to suit. Our products are a blank canvas to start with, they can then be painting or detailed to fit with the brand.
How involved are you with helping businesses design signs?
We always try to make our signs unique. We really want the customer to see the sign and go ‘oh that’s a cool sign’ we want the sign to impact their decision to enter a space. It’s a moment of joy when the customers see a sign and recognise that it’s special.
How does signage play an important role in interior spaces?
With the rise of social media, you often see people post images on their Instagram of cool signs for example a menu in a cafe. We say, if your signage is exciting and cool it promotes your customers to share it online, which is obviously the engagement that all businesses owners strive for.
How does wayfinding and signage elevate brand identity?
A space is made up of the details. Often you will walk into a space and it’s got some nice stools, but then the toilet signs are a cheap vinyl from the hardware store down the road, and it’s that inconsistency that people actually do notice. Some of us more than others of course. All the details need to be considered and thought of, consistent and matching.
What innovative signage ideas can we expect to see post COVID-19?
We haven’t actually made any COVID signs, however we have definitely seen an increase in takeaway menus for sure. Signs for contract tracing are also a requirement now in many venues. Our outdoor menus for takeaway windows have been a hit during lockdown, with venues doing takeaway only. There may also be a need for hygiene signs for hand washing stations etc.
What is your customer journey?
We are quite big on Pinterest. Our signage products have been pinned on Pinterest, and when someone is going to design a cafe or venue the first place you are going to start looking is Pinterest. Therefore, Pinterest is a big part of our strategy as it’s where people find us initially. From there, they visit our website, fall in love with our products, and make a purchase.
We are trying to be a one stop shop so that you can come to our store and get your shop front signs, menu signs, bathroom signs, table numbers etc. Our products are designed so they are universal, we don’t exactly make anything that’s too crazy, as we want them to be suitable for different spaces. Functional simplicity or industrial minimalism is how we like to describe our style. A focus on functional and timeless designs.
Advice for someone looking to start up a venue
If you are going to be selling coffee in the morning, you need a sunny spot. That’s not signage related, but it should be considered. One of the things we do is offer interchangeable menus, being able to change up the menu items and pricing without starting from scratch is super helpful. Otherwise, you find yourself not wanting to serve your banana smoothie anymore and you find yourself in a position where the entire menu needs to be reprinted. Interchangeable menus are not only functional, but they also look cool and will save you money.
Another point is toilet signs, they should be well sign posted, otherwise you end up with the customer asking a staff member which is inefficient.
Being able to understand the short term and long term goals for your venue, and actually spending the time to think about it, being aware of what works well in other spaces. Do your competitor research, go check out what is working in other restaurants, take the time to analyse and improve. Is it the sandwich board out the front of the store that is tipped over because it's not standing up to the breeze? Or can the sign be seen from the road? There are so many elements to analyse.
A little re-cap for you:
Take the time to think about your service end to end
Do the research
Analyse your competitors, can you do it better?
Does your menu change and how often?
Is your signage effective, attention grabbing and interactive?
Images: provided by George & Willy
Words: Will McCallum, Georgie Overton
