Tell us about your business.
Signs Inc. bring brands to life - we craft and install high quality signage, project manage large-scale rebranding projects and amplify brand exposure at events. Signs Inc. was established in 1976 by the late Terry Slattery and his wife, Diane. With a strong sense of purpose, passion for the industry and a fresh set of paint brushes, Terry set about growing a loyal client base and building a skilled team. Almost 50 years later, the passion and sense of purpose continue through its dedicated employees and the company’s second-generation directors, Breanna Slattery and Lauren Simmons, Terry and Diane’s daughters.
What has been your greatest success?
One of the earliest successes for Signs Inc. was in 1985, when the company delivered signage for the prestigious Formula One Grand Prix in Adelaide. A watershed moment, it was the event that put Signs Inc. on the map. Through the company’s ongoing involvement with F1 (in both Adelaide and Melbourne) for the next 34 years, amongst other high profile sporting events, Signs Inc. became the national leader in event signage.
Ahead of his time, founding director, Terry Slattery, had a vision to increase the value of the advertising real estate on Formula One tracks and in-turn, the commercial benefit for sponsors. He did this by determining the best broadcast camera locations and angles to maximise the airtime of the track signage - the backdrop to the F1’s racing around the track at speeds of up to 370km/hr. To achieve distortion-free branding for sponsors on the broadcast, Terry initiated the horizontal stretching of the artwork on the signs. This meant the logos and branding maintained their proportions for maximum impact. Terry’s pioneering approach to event signage, and the knowledge he built over time, led him later to consult and direct signage at other Formula One race events around the world.
Another, and more recent success for Signs Inc., followed a challenging period for the company in 2020. It was five years since Terry had passed away due to illness, and only months earlier, the company’s ownership transitioned from Terry’s wife, Diane, to the next generation – their daughters, Breanna and Lauren. COVID had just hit Australia and primarily being an event-based company, a lot of work dried up, almost overnight. The Signs Inc. team was forced to rethink its events-based business model, which had been the engine room of the company’s great success for the previous 40 years. Over the next 12-18 months, the team changed its focus and worked tirelessly to build a bigger and more sustainable portfolio of non-event commercial clients. During this time, Signs Inc. also diversified from its traditional sign manufacturing operations and opened a project management arm of its company, which specialised in the management of large-scale and complex signage rebrands for national clients.
Today, Signs Inc. is proud of the mix of event and non-event clients that it partners with, including the South Australian Tourism Commission, Coopers, Haigh’s, Commercial and General, McMahon, OTR, Drakes, Bunnings, Health Partners, and Adelaide Venue Management.
Why did you join FBA?
Growing up and overhearing discussions between their parents about Signs Inc. at the dinner table was one thing, however nothing could prepare Breanna and Lauren for the headlong dive into the world of business ownership. The highs were high and the lows were low - all the while managing the still very raw emotion of losing their father, which was never far beneath the surface. As owners, they feel a sense of duty - and privilege - to continue their father’s legacy and build upon what he created. Joining FBA is about connecting with like-minded people who understand the joys and quirks of family in business, and business in families.
What advice would you give to other family businesses?
Succession planning in any business is key but particularly in family and small business. Having a plan that clearly delineates roles and responsibilities, from both a governance and operational perspective, provides clarity and certainty for everyone.
Breanna and Lauren didn’t get the opportunity to have many of these discussions with their father before he passed away and after the lifechanging event, Diane Slattery took on the interim caretaker role of the company. Despite her daughters working interstate in their own professional careers and raising young families, both were involved in Signs Inc. in some capacity during this time but particularly Breanna who provided trusted advice and guidance to Diane over the nearly five-year period.
Despite Diane doing an incredible job at the helm, the increasing responsibilities wore on her, particularly at a time when she should have been enjoying retirement. However, with support from family and the Signs Inc. general manager, the binding agent being a unified purpose to continue Terry’s legacy, they got through the early years and came out the other side. Signs Inc. is now well poised to write its next chapter, guided by the company’s first non-family CEO. Appointed last year, Breanna and Lauren were lucky to find someone who is not only very business savvy but also embraces the company’s exciting history and the nuances of working in family business.
Additional advice for other family businesses…
Get comfortable with wearing multiple hats. All in one day you can be a daughter, sister, owner/director, manager, chair, board member and direct report. Yes, it can be awkward at times, so you need to establish some boundaries and learn to roll with it.
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