There was a time when signage and event graphics were primarily viewed as an extension of commercial print. The business was transactional, deadline-driven, and rooted in production. That time has passed. March’s M&A activity provides further evidence that event graphics have fully crossed into a new category: a hybrid of visual communications, logistics, experience design, and brand execution. Two acquisitions—Wasserman’s purchase of bluemedia and Impact XM’s acquisition of Touch Associates — mark the continued evolution of this space and the growing sophistication of what was once simply called “signage.”
The Super Bowl of Wide Format
Wasserman, a global sports marketing and talent management agency, acquired Arizona-based bluemedia, a firm well known for transforming environments through large-format printing, installation, and branding. Bluemedia was founded in 1997 as a consulting company that provided signage and merchandising for small golf charity events. While bluemedia’s capabilities now span building wraps, experiential displays, and innovative architectural graphics, the company is perhaps best recognized for its work with major sporting events, national sponsorships, and iconic outdoor productions. The company has come a long way from its humble beginning: in addition to brand activations for major national brands, bluemedia’s work was all over New Orleans as they wrapped up the company’s eleventh year as the main décor contractor for the Super Bowl, probably the best and most demanding showcase for high-impact, high-stakes graphic branding! This is print that’s meant to be seen, photographed, and shared—where the physical presence of graphics serves both brand visibility and emotional engagement.
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