The Experiment
Over 6 months, more than 100 branded vehicles and site signs across Darlinghurst were photographed.
No staging.
No filters.
Just real-world examples of how construction companies present themselves.
But it didn’t stop there. These photos were uploaded fortnightly to an Instagram account followed by 3,000+ tradies—where the industry had its say.
The result?
Over 15,000 votes.
A raw, unfiltered look at what the construction world really thinks about branding.
Why “Good Enough” Became the Standard
In construction, reputation has always been king. Work often speaks louder than logos—or at least, that’s the belief.
But somewhere along the way, clear communication and professional branding slipped down the priority list. Even in an affluent area like Darlinghurst, many successful companies rely on “good enough.”
Branding That Feels Bigger
The findings echoed what is seen every day: strong branding builds trust. Businesses with polished, cohesive signage didn’t just look good—they felt established.
And in a market where competition is high, that isn’t vanity—it’s strategy.
The Real Questions to Ask
What message does a vehicle send when parked on Darlinghurst street?
Does site signage reflect the quality of the work being delivered?
When lined up against the best, does a brand stand out—or simply blend in?
Take a Look
Spotto: Darlinghurst Construction Signage was created to spark these questions.
It’s a snapshot of what’s out there and what’s possible.
