President's Post - May 2026
I’m writing this in the middle of judging this year’s New Zealand Sign & Display Awards of Excellence, and I’ll be honest, I’ve had to step away more than a few times just to clear my head.
Not because it’s been disappointing. Quite the opposite actually. This is the strongest body of work I think I’ve ever seen, in all my years of competing and judging.
The level of craftsmanship, the creativity, the finish… every year I wonder how it can possibly get any better, yet somehow, it always does. This year is no exception.
There are pieces in there that genuinely make you stop and stare for a while, trying to work out how someone even pulled it off. And as an industry, that’s something we should be incredibly proud of.
But sitting alongside that, there’s been another noticeable shift.
This is also the most AI-influenced set of entries I’ve seen.
And that’s where it gets interesting.
When AI Is Used Well
Because not all of it is bad. In fact, some of it is really good.
Some of the best entries clearly used AI as part of their process, not as the final outcome, but as a tool. And to be fair, some were pretty open about that too.
You can see it in the thinking. Ideas pushed further, and explored wider then usual.
When used like that, AI can be quite impressive. It speeds things up and helps break that creative block.
I’ve used it myself for exactly that – organising thoughts, analysing things, improving workflows… I’ve even built spreadsheets just by explaining what I’m trying to achieve. And that’s not replacing anything – that’s just a great tool doing its job to help make us more efficient.
When Everything Starts Looking the Same
But then there’s the other side of it, a darker side. You start to notice patterns.
Similar styles, similar lighting, similar compositions, similar ideas – You know what I’m talking about.
Things that look good at first glance, feel a bit hollow when you sit with them. And it’s not just in award entries. You see it everywhere now, especially online.
Every second social media post sounds the same. Same tone, same phrasing, same overcooked wording, same long dashes (M-dashes they are called apparently!).
It’s like we’ve all been handed the same voice… and somewhere along the way, we started using it. And the truth is, no one actually talks like that, but that’s what fills our feeds.
What We Risk Losing
And I think that’s why this conversation matters. Because the risk isn’t just that AI changes how we work – It’s that it slowly chips away at what makes our work ours.
Our judgement, our taste, our experience. And probably the biggest one – our voice.
Because in our industry, those things matter.
We’re not just pushing out signs. We’re solving real problems, in real environments, for real people. We deal with scale, materials, durability, visibility and countless install conditions. All the stuff that doesn’t show up on a screen. That real-world understanding. I believe that is where the value is.
“Can You Just Print This?”
There’s another layer to this as well – and it’s happening more and more. Clients walking in with their AI-generated designs… expecting us to “just print it.” Not just logos either, I’m talking about fully ‘designed’ files.
And it’s a tricky one. Because you don’t want to shut them down. They’re engaging in the process. Some of them genuinely feel like they’ve ‘created’ something special.
But we all know, it’s not that simple. Files aren’t set up properly, concepts don’t translate because the scale’s off, the resolution’s low, legibility, style, taste….
And then there’s the bigger question: If it doesn’t work, whose name is on it?
Drawing the Line
I don’t think there’s a one-size-fits-all answer here. But I do think, as business owners, we need to be clear on where we stand.
Where do we draw the line? Are we a print-only service, taking whatever comes through the door? Or, are we professionals who guide, refine, and take ownership of the result?
Do we charge to fix AI files? Or do we push back when something won’t work, educate the client and bring them back through a proper design process?
These conversations are only going to become more common. Better to decide your position now than figure it out on the fly. Decide where you sit on the matter, and make sure your team know too.
A Good Place to Start… Not Finish
For me, I keep coming back to this: AI is a great place to start, but a dangerous place to finish.
It’s brilliant for exploration, amazing for admin, and useful for momentum.
But the final product – the thing that goes out into the world, with your name on it, that still needs you behind it.
The Opportunity in All of This
Because here’s the flip side. We’re living in a world where everything is fake.
Perfect-looking images, polished words and endless variations. And yet, people are starting to crave something else. Something real.
Something with thought and a good story behind it.
Something that’s been made… not generated.
What Stood Out
Which brings me back to the judges seat. The projects that have stood out so far, aren’t just technically good. They felt real.
You could see the thinking and the craftsmanship. The decisions that had been made along the way. You could feel that there was a person (or team) behind it who actually cared about the outcome.
And in a world that’s starting to feel more and more artificial… That’s what cuts through.
Final Thought
So maybe that’s the takeaway this month. Use AI, learn it, experiment with it.
But don’t disappear behind it.
Let it help you start, but make sure you’re the one who finishes. Hold onto your voice. Stay true to your standards and help protect our craft.
Because those things are becoming more valuable, not less. And if this year’s awards are anything to go by – our industry is in pretty good shape.
Bring on the Sign Awards. See you there.
Logan Sutton
Creative Director – Future Grafix
President – NZ Sign & Display Association