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Meet The Team


Meet the hard working people behind the engine that is Concept Sign & Display.

Nick Baty

Managing Director

Nick originally trained as a production engineer, however the desire to be more fulfilled creatively led him to the sign industry in his late twenties.

He started Concept over 20 years ago, originally working from a small workshop in High Street, Lower Hutt. In the ensuing years he is proud to have been joined by a number of skilled and loyal people who have combined to grow the company to its present size.

Some of Concept’s current success is no doubt due to Nick’s desire to embrace the technological changes that the industry has seen in the last 20 years. His willingness to innovate and experiment with new technology means that Concept is always pushing the boundaries of what is achievable.

These days Nick’s official title is Managing Director, but you will as often as not find him working on the shop floor, getting his hands (and clothes) dirty.

He has recently completed a few years as the President of the New Zealand Sign and Display Association,  and has also recently stepped down as a judge of the annual New Zealand Sign and Display Awards.

When not working, Nick enjoys DIY and spending time with his wife and sons.

Fran Macdonald

Account Manager

Fran has been with Concept since its inception over 20 years ago, firstly in a part time position, moving into full time as the company grew.

She has a Bachelor of Commerce and Administration degree from Victoria University, and her strong work ethic combined with her meticulous nature means that she is an indispensable member of the Concept team.

While still overseeing the administrative functions of the company, she has moved more into an account manager’s role, following her realisation that people are more fun than numbers!

Fran thrives on the buzz of working with clients to ensure a successful outcome.  She particularly enjoys event and exhibition signage projects which require intensive management working to tight deadlines.

In her spare time,  Fran enjoys spending time with her 2 sons and husband and likes to get away from it all at her bach on the Kapiti Coast.

Shane Philip

Account Manager

Shane has been with Concept for over 15years. He is a qualified tradesman and has worked in the sign and display industry since 1994.

Starting as an apprentice sign writer, Shane finished his trade certificate and worked his way through the various production processes.

In his current role, this grounding and wide knowledge of production processes assists him hugely to identify potential issues before they arise, and to offer suggestions to avoid problems.

Shane manages a number of key client accounts and deals with numerous design agencies.

Shane is confident, personable and is dedicated to go the extra distance to get the job done.  He is organised, efficient and is meticulous in all endeavours.

Personally, Shane’s interests are as wide as his sign-making skills. He loves mountain biking, reading, working on classic cars and spending time with his family. He also harbours a passion for hunting out the best places to eat, shop and socialise. He also enjoys meeting new people and watching art-house movies.

Jason Canning

Account Manager

Jason is a relatively new member of our sales team, having been with us just over a year. He has quickly found his feet, and is helping our clients to achieve quality results with their sign and display needs. He has over 10 years experience in the sign, display and large format print industries, and brings a wealth of knowledge to the Concept team. He enjoys working with our clients to find effective solutions for all their requirements.

Outside work Jason is an avid squash player and enjoys spending time with his young family.

Mark Cleland

Production Manager

Mark has been with Concept for 10 years and has 21 years experience in the sign and display industry covering production, management and administration.

At Concept he enjoys being the link between account managers and the production team. A key part of his role is to record and co-ordinate all contract specifications, provide quotations and specify production tasks to the production team. It’s a demanding and exacting role, but one he enjoys.

Mark meets daily with all relevant staff and is instrumental in ensuring that all facets of the processes are scheduled in a co-ordinated and timely manner.

Mark strives to create a balance between work, family and fun, so he enjoys spending time with his wife and two young sons. He is a keen follower of martial arts and enjoys the outdoors.

Alan Baty

Digital Print Operator

Alan holds a New Zealand Certificate in Quality Assurance and has spent over 20 years in quality assurance work in the manufacturing industry. He’d been 19 years in the engineering industry before joining Concept 8 years ago.

Alan operates all four of Concept's HP large format digital printers. As a good print operator Alan needs to be familiar with the use of various substrates, inks and laminates and uses his QA qualifications and experience to ensure Concept maintains consistently high standards across this critical aspect of its business. He constantly strives to maintain and improve standards in colour matching, print quality and related issues.

Print operating is a pivotal role and can require intensive concentration to avoid material wastage and maximise efficiency. When the pressure has been on to complete large projects, Alan has been available 24/7. He enjoys being ‘hands-on’ and the satisfaction of doing the best possible job, every time.

That’s not say he doesn’t enjoy his time off though.  Alan’s a keen motorcyclist, a pool and snooker player, and gets the most out of every moment with his family.

Peter Henderson


Pete's extensive 30 years of experience in the industry, combined with his steady and reliable attitude means that he is a valued member of the production team.  He has been with Concept for 7 years, and over that period has proved himself an indispensable part of the production and installation crew.

He has a site safety passport, and is very experienced with all installation work, and he is also our "go to guy" for the more traditional aspects of the trade such as hand-painted lettering and gold leaf.


Off-duty, Peter enjoys off-road running, golf and following his 3 sons sporting endeavours.

Sam Baty

Production Supervisor

Sam is a qualified builder, a trade which has some clear advantages when it comes to sign installations. Sam also is our fabrication expert,  utilising our CNC router and other fabricating equipment to produce post and panel signs, plinth signs, reception signs, and illuminated signs. Sam is also an experienced spray painter, using our spray-bake oven to apply high quality finishes to his creations.


After hours, Sam is keeping himself busy using his many skills doing up his first house, and enjoying sleepless nights caused by his recently born son!

Alana McEwen

Accounts & Reception

Alana's role includes accounts payable, accounts receivable, and she is the first point of contact at front desk and on the telephone.


She has been in Administration roles since finishing her Administration Certificate at Weltec in 2008.


Alana has recently become a new mum for the second time, and in her spare time she likes to spend time with family and friends, watch her older daughter at sports activities, and get out for walks with the dog.

Ruben Norris


Ruben has a Bachelor's Degree in Industrial Design and has been recruited by Concept as our designer.


Ruben is a relatively recent addition to the team starting late in 2013; he works on the day to day sign layouts, client approvals and graphic mock-ups for our clients, as well as working on the technical side of our more complex constructions.


Ruben is also learning all about LED illumination and digital signage screens, both areas which are rapidly changing the  available possibilities in modern sign and display constructions. He has a background in digital fabrication from working and studying at Massey University and has been involved with 3D printing, laser cutting and CNC routing. His skills and knowledge have the potential to see these processes take a more common place in the near future of sign and display design.

Wayne is the latest addition to our production staff, and has quickly proven himself a valuable member of the crew. Prior to joining the Concept team Wayne was a qualified spray painter working in the automotive industry. He has already become a proficient graphics applicator, and is looking forward to learning as much of the sign trade as he can.


Outside of work Wayne builds and races RC cars competitively, and enjoys getting down and dirty on his off road motorcycle adventures.

Wayne Ryder

Graphics Applicator and Sign Maker

Concept Sign and Display Ltd, 111 Nelson St, Petone, Wellington

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