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Sports Direct/ Frasers

Multi-brand retail signage is always an enjoyable challenge for our team. In the course of our recent project for the Frasers Group, we were asked to create external high-level signage for three distinct retail brands owned by the customer at an indoor retail location in Derby city centre, as well as external onsite signage for the Frasers brand itself.

See below for an overview of how we approached the client’s project brief to deliver a bespoke solution that aligned with each retail business’s unique brand identity.

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Project Brief:

Manufacture and installation of multi-brand group signage within an indoor retail centre.

The Challenge:

Frasers own a busy indoor retail location on the site of the former Debenhams Department Store in Derby, in which they host retail units for three of their distinct brands: Sports Direct, Game, and USC. Each shop is a household name in its own right, with a unique brand identity, target demographic and company history, so the design brief was tight, and there was a clear vision and project expectations for the appearance and materials required by the brand signage.

Our involvement with the project coincided with a wider conversion of the former Debenhams site, Frasers required new branded signage for each retail unit to replace the old Debenhams signage. The main challenge faced by our team for this project was working at height on the external high-level signage, as well as removing the old Debenhams signage and making the building secure. All this work had to be carried out overnight between 10 PM and 6 AM, in order to fit around other contractors working on the project.

How We Helped:

Our priority was to deliver the signage according to the customer’s timeline and within budget, and to adapt the branded signage of each retail business to match the building profile. 


To facilitate out-of-hours installation within the time constraints, we created careful measurements and signage templates beforehand and coordinated closely with the client and their contractors to avoid impacting other aspects of the project. Communication was smooth and efficient, enabling us to deliver the signage on time and within budget, with no unforeseen problems or delays during installation. 

We very much enjoyed working with the Frasers team on their new signage and the customer was happy with the completed results.

Photos of the completed signage can be seen below.

Find Out More

If you would like to discuss your own branding requirements and find out what our experienced signage design team can do for your retail establishment, please contact us to send us your project details, or feel free to call directly on 01527 578533.


Sports Direct outdoor signage
Sports Direct signage
Sports Direct signage from an angle
Frasers outdoor signage
Bespoke Frasers sign
Bespoke Sports Direct sign