Share
Formerly known as Intu Derby, the centre underwent a high-profile transformation in 2021 to reflect a more vibrant, contemporary identity. Following a competitive tender process, Hardy Signs was selected to deliver a full illuminated signage solution as part of this ambitious project.
A High-Profile Rebrand in a Demanding Environment
Rebranding a major city-centre shopping centre is no small task. This was more than a name change—it was a complete repositioning of the brand. Illuminated signage would be the most visible representation of this shift.
The challenge? Install dozens of large-scale, high-impact illuminated signs across multiple elevations, entrances, and internal walkways—all within a live, high-footfall environment. Every sign had to be robust, weather-resistant, energy-efficient, and perfectly aligned with Derbion’s brand guidelines. And crucially, installations had to be meticulously coordinated to minimise disruption to daily operations.
Precision, Partnership and Performance
Hardy Signs provided a tailored end-to-end signage solution—from initial design to final installation. Collaborating closely with Derbion’s branding, marketing and facilities teams, we ensured every detail met the highest standard of quality and consistency.
Key components of the project included:
- Custom LED-illuminated signage: Designed for optimal brightness, clarity and longevity.
- Full project management: Coordinated site logistics, temporary road closures, and health & safety compliance.
- Advanced access solutions: Machines such as the HR21 boom and 92/50 diesel scissor lift enabled our team to install signage at varied heights, gradients and hard-to-reach areas safely and efficiently.
- Materials & finish: Rimless built-up aluminium letters mounted on branded trays, ranging from 2m to 8.5m in size, ensuring visibility and aesthetic consistency across all locations.
A standout moment saw abseiling teams using rope access to mount signage at significant heights—an impressive visual for Derby residents and a testament to the logistical complexity and care taken by our team.
Visibility, Impact and Longevity
The new illuminated signage has had a transformative effect on Derbion’s presence in the city. Key benefits delivered include:
Enhanced brand visibility – The signs draw attention both day and night, acting as key brand ambassadors.
Improved visitor navigation – Wayfinding is clearer and more intuitive, enhancing the overall customer journey.
Energy-efficient solutions – LED systems reduce operational costs and environmental impact.
Durability & low maintenance – High-spec materials ensure long-term performance, even in challenging conditions.
“Working with Hardy Signs was a fantastic experience. Their enthusiasm and attention to detail were evident from the very beginning. The signage installation was the final piece in our rebrand, and we couldn’t be happier with the outcome.”
“We’re incredibly proud of this project. From logistical planning to final installation, our team delivered a seamless result. Derbion is a major presence in the East Midlands, and our signage complements that stature perfectly.”
For destinations like Derbion, where impressions count and footfall is high, illuminated signage is more than a branding exercise, it’s a strategic investment. LED-illuminated signs:
- Capture attention 24/7
- Improve customer navigation
- Reinforce brand professionalism and presence
- Provide long-term savings through energy-efficient technology
Whether for rebrands, refurbishments or new developments, illuminated signage delivers unmatched impact and ROI.
Since the rebrand, Hardy Signs continues to support Derbion with ongoing signage needs from hoarding signage, seasonal campaigns and site-wide upgrades. Our enduring partnership reflects our shared commitment to quality, innovation and customer experience.
