Business profile: Caulfield Signs

By: Vivienne Haldane, Photography by: Supplied

Date: 22.02.2022

Caulfield Signs & Graphics pride themselves on the exacting standard of their work. Deals on Wheels speaks to owner Darryn Caulfield in Rotorua.

Outstanding signage makes a trucking business stand out on the road

Darryn considers the first truck he worked on a good omen for his future in the truck signage business.

"That truck, with its airbrushed graphics, set the ball rolling; it was a logging truck from Pan Pac in Napier and it’s still one of my favourites. That was more than 15 years ago, and the majority of Pan Pac contractors are now clients."

Midlands Transport sports a sharp colour scheme

So, the message seems to be, if you deliver high-quality work, people notice, and word spreads. Plus, it’s also about listening to what the customer wants as soon as they walk through the door, says Darryn.

Turning customer’s ideas into reality

"Looking after our customers from day one is the key. We do what the customer wants; if they want anything different or way out, we can do it. We always get things signed off to ensure we’ve interpreted their ideas correctly, and that’s worked well for us."

Learning the ropes

Caulfield Signs work helped Rock & Rubble win the PPG Transport Imaging Awards for their fleet last year

Early on in his career, Darryn worked as a signwriter for the merchandising division of Lion Breweries and NZ Wines & Spirits. He’d already completed a course in graphic design but found it didn’t teach him about airbrushing, a technique he wanted to learn. Consequently, he taught himself that as well as handwritten signage.

"Airbrushed signage gave the companies I worked for a point of difference and a creative advantage over the opposition. I was encouraged to think on the fly and allowed to be creative, so I built up my speed in everything. It was good training."

The purpose-built workshop allows the team to carry out a wide variety  of work

In 2003, Darryn decided to start his own business and initially worked from home for most jobs, hiring a workshop to do truck signage.

"As well as trucks, I did cartoon work, hand-drawn graphics, and pub signage. Everything I did back then was done by hand; there was no computer work involved, although, I did utilise another signwriter to do computer graphics. But that first airbrushed truck opened the door to what the business is today."

Work under wraps in the spray booth

With business growing, Darryn moved to a workshop in Ngongotaha, where he worked alongside a spray-painter who worked on the cabs while Darryn did the airbrushing and signage. But these facilities soon became too small, so it was time for Caulfield Signs’ next move.

New workshop

In 2019, Darryn opened a new purpose-built facility that allows him and his team to tackle all manner of work.

"The new workshop has a paint booth and allows us to be versatile with all kinds of cab signage; we can add paint or use vinyl, for example.

We provide airbrushing as a point of difference. Many people want to go back to the old painted graphics and want something that reflects their style. We do many high-profile trucks from start to finish, from concept design to logos, murals, stripes scrolls, and pinstripes."

New technology has created infinite possibilities for signage and, at the same time, streamlined the creative process. What was once done by hand is now mostly done on the computer.

"We have a graphic artist who creates the signs and printed graphics. We can graphically add features to those prints to make them look airbrushed. It has saved a lot of time not having to set up templates to do airbrushing."

The sneaky little devil on the Cuzzin’s Transport KW

Cuzzin Transport’s KW, The Renegade (DOW Issue 342.) is a fine example of Caulfield Sign’s work, with the woodgrain effect created freehand, printed logo, and don’t forget the airbrushed red devil.

Cuzzin’s Transport’s rig that was featured in DOW 342

Streamlining processes also means Darryn doesn’t have to be stuck in a paint booth for hours on end. "It’s better for my health and allows uninterrupted time to focus on staff management and other work. It has been a blessing having technology help in this way."

Darryn says he’s still very involved with design concepts.

"I do the conceptual stuff. Besides our graphic artist, who carries out the designs and printing, three people install the graphics and paint protection on the trucks. I have a highly qualified spray painter, Joe Fox, who paints stripes, does panel touch-ups, and small
touch-ups.

Everyone has their role, but if someone can’t do a particular job, there’s always someone there to fill the gap. We’re a versatile team. My wife Sharon oversees business administration. I try and keep my hand on the tools as well; this way, I feel part of the team."

Truck manufacturing central

Simple, yet eye-catching imagery works for this business

Rotorua is well known as a one-stop shop for truck manufacturing services.
"Everything can be done here. Rotorua has Patchell, Mills Tui, Kraft Engineering, and Roadmaster, all servicing the heavy transport industry. We also work with Bigfoot CTI., Southpac, Scania, and Malcolm Cab Solutions," says Darryn.

"It means the client can come and pick up their truck and pretty much take it straight to work. They don’t have to wait for the signwriter to work on it. When the truck is parked up before it goes into the engineering shop, you can have all the graphics done, so you end up saving money because there’s no downtime.

That’s a huge benefit; we all work together to make it work for the customer and keep the flow going. Heavy transport is a huge industry for Rotorua, and we’re lucky; if those industries weren’t here, we wouldn’t be doing the number of trucks we do."

Inside knowledge

A custom airbrush painted mural and logo

Darryn says his knowledge of the trucking industry and the fact he comes from a trucking family have also helped with the success of his business. His father, Robert, worked for Pan Pac and drove some of the first KWs there in the 1970s.

"I used to go for rides with dad and spend time at the workshop, so, that’s where my interest in trucks came from. I have an uncle, Barry Caulfield, who’s well known in the trucking industry, and he’s into the vintage trucks, as is my father.

I got my truck and trailer licence, but I wasn’t keen on driving. That’s when I got the signwriting job at the brewery. After that, I wanted to do something different. People can relate to me because my family has been involved with trucking, which benefits the truck signage business.

I know some of the history and the guys involved. That can be a benefit with signage; they know you are on the same page," he says. With customers from Whangarei to Invercargill, trucks signed by Caulfield’s Signs & Graphics can be seen all over the country.

"We see it as our handiwork and their pride and joy. We treat them as a rolling billboard for them and us," says Darryn. He’s proud of the fact that many of Caulfield Sign’s customers have done well winning awards at truck shows around the country and adds, "We also get great exposure in the truck magazines showcasing what we’re passionate about, and for us knowing we have given what the customer wanted."  

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