MTF Mt Eden Branch · Auckland CBD
MTF Mt Eden — Full Site Rebrand & Identity Takeover
Full removal of AMI signage across interior and exterior surfaces and complete replacement with updated MTF branding. Included ACM plinth rebuild, fascia reskin, new window graphics, and multiple interior strip-and-replace zones. Central Auckland Mt Eden
The project
When MTF’s Mt Eden branch transitioned to sole tenancy, the site still carried extensive AMI branding. The branch needed a complete identity conversion — not just new signage, but the careful removal of AMI graphics throughout the building interior and exterior. This included fascia work, plinth refacing, contravision replacement, reception branding, and wall graphics.
Our responsibility was to strip the site clean, restore surfaces, and implement a full signage takeover without major operational interruption.
The brief
Rebrand conversions are more complex than new installs. Removal had to be carried out without damaging paint, glazing, or ACM surfaces. MPI3709 contravision removal required slow pull technique to minimise adhesive residue, and the fascia reskin demanded precise handling of two 5.1m panels at height, with wind-safe alignment across the centre pole. The plinth board required structural rework — adhesive-backed ACM needed perfect register so it appeared built-in, not applied over. Interior work needed to be controlled, clean, and quiet so the branch could function during the transition.
What we did
The AMI identity was removed completely and cleanly, replaced with a consistent full MTF visual presence — roadside, forecourt, frontage, and interior. The ACM service board now anchors the site with durable, weatherproof branding, while MPI2015 glass panels deliver high-contrast messaging without obstructing internal light. Inside, the reception approach and office walls now align with modern MTF brand direction — clear, bright, and unified. Exterior Upgrades Removed AMI plinth signage Installed new MTF ACM service board (2440 × 2200mm) ACM adhered using construction adhesive + VHB for lasting structural hold Removed AMI fascia skin + replaced with updated MTF wrap Fascia rebuilt with two long panels: 5100 × 610mm each, split around a support pole Removed AMI perforated graphics from glazing Installed new MTF branded replacement panels Left: 1200 × 1860mm Right: 1780 × 1860mm Fascia graphics printed on MPI2015 + DOL 2000 laminate Contravision supplied in MPI3709 perforated film for exterior glass Interior Work Removed reception desk graphics + surface clean Wall graphics removal throughout previous AMI office Installed replacement MTF branding inside Cleared smaller scattered stickers + touchpoints throughout premises
Total AMI branding removal + adhesive breakdown ACM fabrication + install using VHB + adhesive 5.1m fascia reskin + alignment to centre split MPI2015 print + sealed laminate installation MPI3709 perforated panel replacement Full interior graphic transition & reinstall
Outcome
This project demonstrates Signage Works’ capability in full brand takeover operations, where removal, surface preparation, and reinstallation are handled as one controlled workflow. Rather than simply applying new graphics, we engineered a fresh identity from the ground up: ✔ Strip old brand ✔ Restore surfaces ✔ Install new system across multiple mediums This is the signage equivalent of a commercial reset — and Mt Eden now operates as a fully MTF-present space.
Gallery
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