Company fashion blows a new wind through
the different brands of Signpost
Signpost is the European ICT partner for education, they serve educational institutions, employees, teachers and students in their digital needs.
Industry: Education, software, hardware
Company Size: 220+ employees
Location: active in 17+ countries
Topic: Employer branding, rebranding
Even though the academic year has come to an end, Signpost has been blowing new wind through their company. With Signpost divided into three independent brands, they want to offer a unique service-oriented approach. In that way the school systems can focus on their core business; education. Speaking of focusing on the core business. At Sunday, we try to take away the hassle by, next to design and production, setting up a complete plan to roll out your corporate fashion collection from A to Z. To start their branded company collection, Signpost chose to go for zipped hoodies and socks as a gift for their employees. Read more about Sunday's way to boost Signpost’s employer branding project.
Even though the academic year has come to an end, Signpost has been blowing new wind through their company. With Signpost divided into three independent brands, they were looking for a strategy to strengthen their employer branding as a crucial part of the change.
Discover the importance of expertise in an employer branding project.
Signpost: The ICT partner for education.
As the largest ICT partner for education in Europe, Signpost offers solutions from A to Z for primary, secondary and higher education with a service-oriented approach that combines connectivity, hardware, software and training. Signpost is an authorized partner of HP, Lenovo, Dell and Asus, and, in addition to high-quality, affordable business equipment, it also offers supplementary ICT material such as charging carts, interactive screens, etc. They have over 2000 partner schools and provide over 400,000 devices with service.
Signpost’s goal is to serve educational institutions, employees, teachers and students in their digital needs. “Previously we were known as Signpost, but now we have been further divided into three different brands: Signpost Academy, Digitale Methode and Academic Software. To make the changes clear externally and internally, we wanted to strengthen our brand”, says Annelies Berlaen HR Manager at Signpost.
Their Hardware department is active for all laptop projects, as well as for other hardware and Cloud solutions. They also have a Signpost Academy, that offers webinars, practical and pedagogical training for teachers, principals and ICT coordinators.
- Academic Software
Academic Software offers a one-stop platform for staff, educators, researchers and students to have access to high-end and up-to-date software, cloud applications, and learning platforms needed in their educational trajectories on their device. With Academy Connect they offer fiber connectivity for schools, in partnership with Proximus.
- Digitale Methode
A digital content platform for secondary education.
“Our goal was to give something extra to our people as they go the extra mile for us every day. Yet we didn't want to give just any gadget, but an item that they could use effectively. And what's more fun than a cool hoodie?”
Although strengthening a brand brings excitement, the question of how to create long lasting brand enthusiasts often remains. Rebranding through corporate fashion is one way to go. As Signpost relies on the brand loyalty of their current employees, they will need to motivate them by giving rewards like branded fashion apparel at key moments. Because you can’t miss the opportunities to build a lasting and mutually beneficial relationship towards your employees.
Since January 2022 Academic Software has its own logo and branding. This rebranding was clearly tangible and in the meantime well known externally and internally. Yet Signpost wanted something extra to praise their employees for their hard work. Since it’s critical to focus on employee engagement during any transition process, Sunday created an innovative way to boost the engagement in order to feel like their team is integral to the company’s success; implementing company fashion.
The collection includes three different types of hoodies with zippers made for their three different departments. Next to the difference of departments, they also wanted to adapt the design to the population and their target audiences.
Together we analyzed their target audience, looked who their people are and what they wear. For example the people at Academic Software are a more international target audience. The hardware department, who are young and sporty people, opted hence for the hoodie with a more sporty design. Even for their feminine audience a hoodie is a ready-to-wear piece and the zipper makes it more casual.
“Sunday understood very well what we wanted. Our logo is not easiest to process, yet they translated our story and newest branding in clothing very well. By not just putting our logo on the apparel, but really by creating a next level design idea. It is not just producing and delivering, there is a whole process behind it from A to Z. We can’t wait to expand our collection with new apparel.”
Thinking along from A to Z
Next to the zipped hoodies, the socks for Academic Software were a coveted sought after. They were also part of their rebranding campaign and were gifted to the employees of Academic Software. “The reactions from our current employees were so positive, the socks are part of our onboarding box together with a backpack and some office material. Now having something that is wearable makes it even more of a fun experience.”
The most important goal of this campaign was that the employees would feel like true ambassadors, outshining it to their own worlds while wearing the apparel with pride. We don't work the way your classic merchandiser does, we made the collection the way a fashion company would, and that starts with the design.
Since the logo of the three departments needed to blend in perfectly with each other to form one coherent collection, there were quite some hours spent at the design table. With the socks frequently shared on socials, the hoodies will definitely increase the visibility even more!
“Sunday distinguishes itself from typical merchandisers and you can tell by the quality, the process and the guidance. Of course, there is a longer period of waiting attached to that, yet they deliver what’s expected: company fashion. Sunday is the first one I think of when I want to work on our branding.”