President’s Post – July 2025

I’m still coming down off the high that was the 2025 National Signmakers Conference and the NZ Sign & Display Awards of Excellence. What an incredible few days we had together – full of great conversations, inspiring moments, and a real sense of connection that you just can’t find anywhere else. Every time I go to one of these events, I’m reminded of how deep the roots run in our industry. Those who take the time to step away from the day-to-day grind and show up always seem to discover value they didn’t know was waiting for them.

For those who might not know me yet, I’m Logan Sutton. I’m the owner and creative director of Future Grafix The Signmakers in New Plymouth, and now with a fair bit of excitement and a healthy dose of humility, I’m serving as the President of the New Zealand Sign & Display Association for the next two years. This is something I never imagined I’d be doing but am so incredibly privileged and grateful for the opportunity.

A little about me: I’ve been running Future Grafix alongside my amazing wife, Krystal, for over 20 years now. We’re a full-service sign shop, but our sweet spot is in architectural signage and museum exhibitions. Like so many others, I sort of stumbled into signage by accident, coming from a print and publishing background. What started as clients needing the odd sign grew until signage became my sole focus about a decade ago. And honestly, I wouldn’t have it any other way. This industry is creative, hands-on, and always evolving. I love collaborating with clients, designers and other signees on a day-to-day basis. This industry has given me so much over the years, and it’s a real privilege to be able to give back.

Outside of work, I keep pretty busy. I serve as President in a local sports club and as a deacon on our church board. When I’m not in the workshop (which, let’s be honest, isn’t often), you’ll find me cheering on one of our three boys at the basketball court or football field, out on the boat with my boys, or catching up with friends and family.

Now, back to that incredible conference. From the welcome event at the Classic Car Museum to Nigel Davies’ keynote on AI, to the lively industry panel, the whiskey tasting, the birthday bash, the workshops, and of course, the awards – this year delivered in spades.

My top three moments?

1. Nigel Davies’ keynote on AI. His talk really opened my eyes. He shared how AI has levelled the playing field, making it easier than ever for small shops to compete with the big guys. From summarising articles to simplifying tender docs, comparing quotes, drafting emails – you name it. He introduced this idea of an “AI First” mindset: before tackling any task, ask, “How could I do this with AI?” That one question could transform the way we work.
2. Our 60th birthday celebration and whiskey tasting. What a night! The whiskey was top-notch, the food was unreal, the impromptu paper dart flying was a bit of a laugh and seeing all the past presidents up the front being recognised was a real highlight. And Noel Morrison blowing out the candles and cutting the cake was just so good.
3. The Sign Awards. Michel A’Court nailed it as our MC (and no, she didn’t make me dance – I’ve had anxiety about this leading up the event following Shae’s performance last year!). The standard of work on display just keeps going up each year, and it’s so inspiring to see. But what really stood out was celebrating the first recipients of the refreshed Master Sign Maker Accreditation. Those that don’t just make great signs, but who run great sign businesses, and give so much back to our industry- that’s what it’s all about!

At the AGM, I shared a bit about where we’re heading as a board. Our focus this year is on growing our membership and making sure that every event, every interaction, and every resource delivers genuine value. We don’t just want people to feel like they’re part of an association, we want them to feel like they’re part of a thriving, supportive, future-focused community.

A big part of that future is the Master Sign Maker Accreditation. It’s about setting a standard for excellence and professionalism and about showing the world what it really means to be a great sign maker in New Zealand today. The beauty of the refreshed program is that every NZSDA member can achieve it. It isn’t handed out lightly, it takes commitment and passion. But it’s absolutely achievable if you’re dedicated to your craft and active in the industry.

We’ve been working hard behind the scenes to make sure this accreditation is something that can scale and grow. Our vision is to build and promote a network of Master Sign Makers right across the country – something that gives clients real confidence in who they’re choosing to work with, and that raises the bar for all of us.

I’d love to hear from anyone who has questions about the accreditation or wants to chat about how they might start that journey. My door (or inbox) is always open.

I’ll finish with this: the real magic of our industry isn’t just in the signs we make – it’s in the connections we build. The friendships, the shared stories, the collective learning. That’s what makes our association so special, and it’s why I’m so excited for the year ahead.

Thanks for having me along for the ride.