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The Fire Tree was born on 01 April 1999. Headed up by Managing Director Arthur Lello, Financial Director Debbie Palframan and Creative Director Bianca Schmitz, we were a little team of five that could and did.

By 2007, we had doubled to ten. A year later, we’d doubled again to 20 and taken on another agency called Brandwing, and designer Desmond Smith had become Studio Manager (then director in 2010). Never content to stop branching out, we began to forge amalgamated partnerships with various advertising agencies, an exhibition stand company and international publishing houses.

In light of our expansion, by 2010 we saw the need to offer our clients a cost-effective and top quality solution for their printing needs. Hence Print Division, our very own large format digital printing and finishing company, was seeded. Print Division has dedicated installation teams and a fleet of vehicles to ensure that every job is done on time and to specification anywhere in South Africa – no matter how remote the location. If you can’t find it on Google Maps – we’ll still find it.

Our in-house manufacturer, Sign By Design, opened its doors in 2012 and has been lighting up brands ever since. We create anything from lightboxes and fabricated lettering to streetpole advert structures and branding towers.

In early 2022 we bought out Vegas Signs who also offer top-quality signage solutions, from design right through to the manufacturing and installation.In late 2023 we opened a shopfitting division, Genr8 who is also based in the same building in Riverhosure Valley along with Print Division, Sign By Design and Vegas Signs.

We leave no stone unturned in our quest for the greatest ideas, the most creative concepts and the highest quality of work. We regularly travel internationally to ensure that we stay on the cutting edge of global trends.


Managing Director

Financial Director

Creative Director