The Sign Show’s mission is to deliver a focused event that the UK sign-making market both needs and deserves.
We are committed to working closely with the industry to ensure the event meets the demands of the sign-making market and we address the issues that are most important to the sector.
This year, The Sign Show is delighted to be working with four leading voices from the UK signage industry, each of which will help us put together our inaugural event and deliver exactly what the industry requires.
Dubbed ‘The Fantastic Four’, the group consists of Craig Brown, CEO of the British Sign & Graphics Association (BSGA); Suzi Ward, managing director of FESPA UK; Sam Armstrong, founder and CEO of the Make it Happen Signage Consultancy; and Jack Gocher, editor of industry publication Eye on Display.
Find out more about our Fantastic Four below…
Craig Brown
CEO, BSGA
Craig Brown began his career in the sign trade at Fittsigns Norwich in 1984. He trained as a signwriter working predominantly on Norwich Brewery and Adnams projects, as well as local business signage and later being subcontracted out to sign-write lorry curtains.
Craig joined Signs Express Limited in 1989 as their first employee and worked in various roles before leading a management buyout of the Signs Express founders in 1997. Being involved with Signs Express also saw Craig take up a role on the British Franchise Association Board.
As managing director of Signs Express, Craig helped steer the business to a group turnover of £24m with centres throughout the UK and Ireland. He sold his controlling interest in 2018 but has remained active within the sign industry in an advisory capacity as well as being part of the team that run the British Sign & Graphics Association (BSGA).
Having Joined the BSGA in 2000 as volunteer on the technical committee, Craig has performed various voluntary roles within the trade association, including president and a member of the board. He is currently acting as CEO.
Craig has an extensive knowledge of the supply chain and manufacturing processes within the sign industry as well as working with SME businesses, franchisees and franchisors – always happy to offer help, guidance and support where he can.
Suzi Ward
Managing Director, FESPA UK
Suzi Ward is managing director of the FESPA UK Association, where she has been a driving force for the past eight years. Taking on the role of managing director three years ago, Suzi has brought a wealth of passion and innovation to the association, particularly in the realms of event creation and industry initiatives.
Her leadership has been instrumental in developing and expanding key projects such as the Next Generation Project, which supports emerging talent in the industry, and the Waste Accreditation Scheme, which promotes sustainable waste management practices.
Suzi has also played a crucial role in the establishment of the Sustainability Waste Academy, which offers a comprehensive suite of seven courses designed to educate and empower businesses in the print, signage, and graphics sectors to adopt more environmentally friendly practices. Her commitment to fostering a sustainable and collaborative industry is evident in the numerous successful initiatives and events she has spearheaded, benefiting not only FESPA UK members but also the broader industry community.
Jack Gocher
Editor, Eye on display
Jack Gocher has been a PR, marketeer and editor in the sign and large-format print industry since the mid-90s. He has worked with manufacturers, distributors and resellers including Agfa, Colourgen, Encad, Epson, GPT, HP, Hybrid Services, Intelicoat and many more.
During this time, he ran campaigns to help launch new companies, divisions, products and initiatives. He acted as a professional conduit between businesses and the press to ensure messages were delivered with clarity and accuracy.
More recently, Jack has been a regular feature contributor to Signlink and Sign Update, which he also edited for a short period. In 2022, he set up Eye on Display, a news website and magazine for the industry. In this role, he talks to sign-makers, printers, suppliers, and manufacturers across the UK to learn more about their businesses, investments, and future developments. Eye on Display has quickly become the go-to online resource for the latest news and in-depth reports for the sign, print, and display graphics industry.
Sam Armstrong
Founder and CEO, Make it Happen
Sam Armstrong has over 20 years’ experience and is well regarded for being a true champion for the sign and print industry. She is passionate about providing training and support to enhance and develop skill sets at every level.
Sam’s energy is contagious and her workshops never fail to deliver both on sound commercial content and entertainment – even signage veterans claim to leave with a new spring in their step and with some added strings to their bow!
Her contribution to the industry was recognised in 2021 when Sam became president of the UK International Signage Association and in 2023 as award winner as an ‘Industry Champion’ at the UK Sign Awards.
Sam makes it happen; with her knowledge, infectious enthusiasm, flair for entertaining, organisation and her passion to encourage improvement generally within the sign and print industry.