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The Spotlight on Spotlight’s National Rebrand

Spotlight, Australia’s arts and crafts retailer, embarked on a strategic move to rejuvenate their corporate identity, aiming to modernise their branding. The task of bringing this vision to life in their retail locations fell on the shoulders of CV Media & Signage.

The refurbishment endeavour was expansive, spanning across a national network of stores and entailing significant external refurbishments to each chosen site. There wasn’t much left out of this project, with full lightbox fabrication and illumination, vinyl graphics, fabricated letters, and flat, non-illuminated signage. To ensure a seamless and unified rollout, the initiative adopted a complete, end-to-end approach encompassing project management, manufacturing and installation of the signs ensuring excellence from the project’s inception to its execution.

Projects of this size present unique challenges. Across Australia, no two Spotlight stores are the same, meaning a unique plan of attack had to be formulated for each and every location – this included designs, install plans, traffic management and more. There was additional complexity added to these plans, as some locations were within multi-brand retail complexes or home-maker precincts – requiring a meticulous coordination strategy involving compliance with body corporates and landlords. To minimise disruption to Spotlight’s operational hours, much of the rebranding installation work was conducted after hours.

To navigate these hurdles, CV Media & Signage allocated a dedicated project and account manager to Spotlight. Our small, committed team exhibited a remarkable level of agility, adapting their plans as the situation dictated to meet the diverse demands of each location with precision.

Spotlight chose to collaborate with the CV Media & Signage team because of their well-established reputation for providing high-quality and cost-effective solutions. Their expertise in delivering end-to-end solutions made them a natural choice for a project of this scale.

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