Four Points Flex by Sheraton

Full Hotel Rebrand Signage Installation in Birmingham

The Challenge

FASTSIGNS Tunbridge Wells were appointed to deliver a comprehensive signage rebrand for the former Bloc Hotel in Birmingham, transforming the site into Four Points Flex by Sheraton.

The project required a complete transition from the previous Bloc branding to the new Four Points identity, covering internal graphics, wayfinding, room signage, reception branding, and external illuminated signage.

The work was carried out over two separate visits — the first in December 2025 and the second in April 2026 — to align with the client’s rollout schedule.

A key challenge of the project was that the hotel remained fully operational throughout, meaning all work had to be carefully coordinated around guests and staff. This included working within occupied rooms, public areas, and high-traffic zones such as reception and lifts.

In addition, much of the work involved recovering or updating existing signage rather than full replacements, requiring precision to ensure a clean finish while working with existing fixtures and surfaces.

An image of the Four Points Flex exterior signage above the entrance and at the top of the multi-story building vertically.

The Solution

FASTSIGNS Tunbridge Wells delivered a full range of hotel signage and branding updates, ensuring consistency with the new Four Points brand across all areas of the building.

Interior Branding & Graphics

We installed feature wall graphics directly opposite lift openings on ground floor and levels 1, 2, and 3, each measuring 1250mm x 1300mm, creating immediate visual impact as guests exited the lifts.

All fire escape plans within guest rooms (240mm x 194mm) were recovered with updated branding. At the same time, remaining Bloc logos were carefully removed from elements such as shower doors and lampshades to complete the transition.

A collage of the wayfinding signage for different floors.

Window Graphics & Frosting

We removed and reinstalled frosting across key areas of the hotel, including:

Main exterior windows: 5 windows at 2480mm wide, with a continuous branded band at 648mm high
Reception window: 3018mm wide with a 1470mm high branded band
Reception desk front: full frosted panel measuring 960mm x 244mm

All frosting incorporated the Four Points brand pattern, creating a consistent and modern look throughout the space.

A collage of the frosted window graphics around the building.

Reception Signage

Behind reception, we removed the existing signage and installed a new dimensional logo feature. This consisted of:

10mm acrylic letters and logo elements
Mounted onto 5mm clear acrylic backing
Installed using 10mm stand-off fixings

This approach allowed the brick feature wall behind to remain visible, adding depth and maintaining the character of the space while introducing the new branding.

An image of the Birmingham Jewellery Quarter exterior signage.

General Signage Updates

We updated a wide range of internal signage, including:

No smoking signs (320mm x 320mm, x2)
Push and pull door signs (x2)
Ironing room signage (318mm x 220mm & 380mm x 120mm)
Key/intercom sign (168mm x 220mm with cut-out)
A4 informational signage (x12 throughout the hotel)

All produced using 5mm Foamex (Foam PVC) with MD5A print and matt laminate for durability and a consistent finish.

We also refreshed branding on smaller elements, including applying gloss white cut vinyl logos to the coffee machine.

A collage of the directional and informational signage around the building exterior.

External Signage

Externally, we replaced the parking signage with a new 1000mm x 2000mm ACM panel, finished in matt black vinyl with gloss white text for clear visibility.

We also supplied and installed two large illuminated sign trays, each measuring:

5100mm wide x 1200mm high x 150mm deep (split into two sections)

These were manufactured from folded aluminium panels, powder-coated in RAL 5001 Green Blue (satin finish). The faces featured stencil-cut lettering backed with opal acrylic, with selective use of coloured vinyl to match the brand identity.

Each sign included an internal LED illumination system, complete with carrier panels and power supplies, and was installed using fixing rails for a secure and precise fit.

A collage of the car park signage and the reception signage.

The Result

The completed project successfully transformed the former Bloc Hotel into a fully branded Four Points Flex by Sheraton location, delivering a consistent and professional identity across all areas of the building.

By combining window graphics, internal signage updates, dimensional branding, and large-scale illuminated signage, the hotel now presents a cohesive and modern brand experience for guests.

Despite working within a live hotel environment and across multiple phases, FASTSIGNS Tunbridge Wells delivered the project efficiently and to a high standard.

This project demonstrates our capability to manage large-scale rebranding projects in the hospitality sector, delivering everything from detailed room signage updates to impactful external illuminated signage.