Member Spotlight: LG Creative Setting the Standard in Signwriting

Leon Guerin from LG Creative has made his mark in the industry as one of the first two signwriters in New Zealand to achieve the prestigious Master Sign Maker accreditation under the NZSDA’s new certification process.

As a second-generation signwriter, Leon was introduced to the industry at an early age, quite literally growing up inside it, with his family’s sign shop operating within his childhood home. After experimenting with other industries, Leon was drawn back to sign writing, describing the creative variety of work the “cooler option.” From hand-painting shop windows to making 3D objects for TV commercials, every day was unique and engaging.

Leon’s career really took off when he headed overseas to run sign companies in Melbourne and London. “The sign shops there were just so organised. When I had 15 staff to manage, it seemed so easy as we all knew what we were doing so long as I kept good communication between each department.” Leon also thanks Andy Lowe from Imagecreators for helping him progress in the industry, saying, “Andy helped me understand the nuance of how great design is crafted, but also the story you have to sell to the client during the process.”

After gaining all the ideas and techniques he needed, Leon returned to New Zealand and started a sign shop of his very own. His vision was “to create a sign company that was known for quality and pride of work, but also to educate the public to show what true ‘good’ signage and design could do to enhance a client branding.” But this undertaking was not without its difficulties as he began his business with zero cliental, no established reputation and no premises. “I had to follow up on leads and not give clients any excuse to look elsewhere once I had done work for them. It was about getting my name out there until I started to get referrals from referrals. People would say ‘I like what you did for my opposition, can you design something better me.’ I knew I was starting to get some traction and from there it’s been all about growth without compromising on the values & ethics that originally got us new clients.”

Leon says that investing in high quality equipment has been one of the most critical aspects in the development of LG Creative. “That means the equipment is time efficient, reliable, and easy to maintain.” He also speaks to the importance of outsourcing work when required, so he can focus on areas where his strengths lie. Aligning with the NZSDA has also played a role in his growth and development, enabling him to grow his network and learn from some of the most talented Sign Makers in the country. Leon is grateful to the NZSDA for providing opportunities for him to connect with other sign writers on a personal level. “Hearing their stories and finding no matter how ‘big’ we are we all have the same wins and losses.”

Now, Leon has reached a peak in his career, achieving the title of Master of his Trade; a true mark of quality and craftsmanship. “Personally, I’m so stoked to have that level of accreditation, but professionally I think it’s a great way to stand out from your opposition. I really brought into the new application process and like how going forward you can’t just rest once you are accredited, you’ve still got to strive to be better and engage with the NZSDA every year to keep your accreditation, that’s where the real value is to me.”