OUR WORK
Rebrand of Cape to Altrad
When Cape, a well-known industrial services company, was acquired by Altrad, the new owners wanted every UK site to reflect the updated identity as quickly as possible.
Complete Business Solutions managed the overall rebrand and brought in Signs Express (Sheffield) to look after the signage element — twelve operational sites spread across the country, each with its own layout and signage mix.
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Our approach
We began site surveys in late July and continued through August. Every location was different: some had large, illuminated fascia’s, others small internal panels or directional systems. Our surveys logged sign types, fixing points, and access needs, and we checked every surface for suitability before installation. In several places, signs were mounted high on cladded buildings, so our installers used aluminium towers and powered access equipment. Where old signs were removed, we repaired fixing holes and prepared the areas for decorators before new panels went in.
Materials and technologies used
The rebrand called for a mix of materials to cover both internal and external applications.
We produced:
- White vinyl graphics for glazed panels.
- Foamex panels with full-colour prints.
- Clear acrylic panels printed to the reverse and mounted on stand-off locators.
- Aluminium composite panels for larger exteriors — some as big as 6 metres square.
- Folded aluminium trays, powder-coated white with printed and cut vinyl lettering.
- Internally illuminated trays using white LED light behind opal acrylic, finished with a red top tray and stencil-cut details for the Altrad logo.
Each piece was manufactured in-house to keep colour, finish, and brand consistency tight across all sites.
Installation
Altrad wanted the new branding revealed at the same time across the UK — a Monday-morning surprise for staff and visitors. That meant weekend working only. From first sign-off to installation we had just two weeks, so every weekend was scheduled like clockwork. Teams travelled between sites, completing removals, surface prep, and new installs in sequence until all twelve locations were finished by the end of October.
The Result
The rollout gave Altrad a clean, unified look across the country. From the entrance signs to interior reception graphics, every site now carries the same professional finish and lighting detail. The brand reveal created a real impact for staff returning on Monday mornings, a complete transformation delivered without interrupting day-to-day operations.
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