OUR WORK
Nationwide Daily Mail Rebrand
When the Daily Mail Group got in touch, they were in a tricky spot. They needed to rebrand nearly 100 independent newsagents across the UK, and they needed it done fast. Their previous supplier had pulled out at the last minute, leaving them with tight deadlines and a long list of sites to get through.
Client needs
It wasn’t just about new signage — they needed a team that could take control of the whole thing: surveys, design, manufacture, installation and most importantly, project management. That’s where we came in.
Our National Accounts Team stepped in straight away. With a three-month turnaround for 94 locations, we had to plan every detail from day one. We pulled together a full rollout schedule that mapped out when and where every site would be completed.
Each shop was different. Some had large fascia signs, others small frontages with awnings or window space to work with. Because these stores are independently run, there was no “one-size-fits-all” approach — every location needed its own solution while still keeping a consistent brand look across the country.
Our Approach
Before anything went to print, our teams carried out full on-site surveys at each location. This helped us identify exactly what each store needed — from measurements to existing fixings and building materials. Our in-house design team then produced clear visual mock-ups for every site, so the client could see how the new signage would look once fitted. This also made approvals faster, which helped keep everything on schedule.
The main focus was on external signage — high-visibility fascia signs, new canopies and branded window graphics. Each sign was produced to match the Daily Mail’s corporate branding while allowing for the slight differences between shopfronts. Every panel was printed and finished to the same high standard, ensuring that wherever you were in the country, each newsagent felt like part of the same family.
A collaborative Process
With so many sites live at once, communication mattered just as much as the work itself. We held regular update calls with the Daily Mail team and shared a live project tracker so they could follow the rollout in real time. This kind of visibility kept everyone on the same page and allowed for quick decision-making whenever something unexpected came up.
The Results
In the end, we delivered the entire rebrand across 94 stores in just three months. Every site was completed on time, within budget, and with a consistent, professional finish. The feedback from both the client and individual retailers was fantastic — the new signage gave their stores a fresh look and helped tie everything together visually across the network.
Following the rollout, we’ve continued working with the Daily Mail Group to support their wider signage needs. Projects like this remind us why planning and teamwork are just as important as good design. At Signs Express, our mix of local knowledge and national reach means we can take on big rebrand projects like this and deliver them quickly — without ever cutting corners.
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