In this edition of Fresh Perspectives, we hear from Kaden Borrett, junior marketing member at Stylo, who talks all about marketing a print and signage company in a world where digital communications still seem to dominate Capturing Physical Print on Digital Mediums I’m Kaden and I joined Stylo just over a year ago as a member of the marketing team. My responsibilities include management of our social accounts, research into how we can use AI across channels, and a bit of event planning. Where I was once an inexperienced university graduate, Stylo has pushed me out of my comfort zone and tested my abilities. My job is flexible and has grown with me and allowed me to adapt strategies to better fit the needs of the business. Where is Print Today? There is always the argument that “print is a dying industry” but the reality is that print is baked into the real world. Physical experiences are more striking than the world you see behind a screen, this is why popup campaigns are bringing in more attention than ever before. There’s demand for print in places you don’t even think to look; think shop signage, wayfinding, vehicle wrapping, wallpapers, packaging, and displays. Often, some of the most useful applications of print, aren’t noticed as print at all. One of my team explained to me that even though digital screens are becoming increasingly common in shop windows, printed flair is still being used to draw consumer attention. Despite the increasing number of screens we see in our everyday lives – high-tech doesn’t always mean better. Relatively speaking, print signage is cheaper than digital alternatives and some projects simply don’t need to be overcomplicated and crammed with digital features. What I’m saying might sound old fashioned but how often do you see influencers and the public looking for curated tangible experiences? Print Isn’t Competing with Your Social Media Presence As a junior marketer, posting content online is one of my duties and presents its own challenges. Attention spans on social media are shorter, meaning you have less time to make your point. Algorithms have already sorted you into a taxonomical bracket which can make it hard to reach large audiences. But what if I told you that was a good thing? Reframing these numbers will tell you that your content online isn’t failing; you’re becoming more prominent in the smaller circles you’re trying to infiltrate. When I posted my first video on my company’s socials I was met with a proportionally higher number of views with fewer likes, nowadays the inverse is true. Our accounts still see steady growth (our TikTok followers have If something doesn’t look quite right, chances are it’s probably not 34 email: editor@signlink.co.uk Issue 267 - October | November 2026 FRESH PERSPECTIVES | KADEN BORRETT ▲ [L to R] Kaden Borrett, junior marketing member, Theka WalcottJones, HR manager, and Ed Smallwood, client service manager at Stylo
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