A SIGNWRITING firm established more than 50 years ago is biting back at recession by exploiting bluetooth technology.

Although paintbrushes are still among the tools of St Austell-based Parc Signs' trade, the company has diversified over the years to provide clients including Clarks with "interpretation schemes" that owe a little more to modern art than traditional signwriting.

Parc recently completed its latest commission for the world-famous shoe company, an advertising "Eco Pod," with which visitors to the Clarks Village shopping area, in Street, Somerset, can interact.

Clarks, which has been a client of the signwriting firm for 18 years, asked for an installation which would demonstrate the company's green credentials and also promote businesses located within the shopping village.

Parc created a hub for Clarks, with solar-powered signs and information detailing the company's recycling achievements, educating the visiting public on how to follow suit. Within the Pod, are features including a miniature wind turbine, designed to be touched and spun by visitors.

Parc also incorporated Bluetooth technology into advertising posters, enabling customers to download further information and special offers, by swiping their mobile phone across the display.

"Bluetooth is one of the most important advances within our industry, said Lee Hatwell, Parc Signs' design technician. "It enables people to interact with the signs themselves and totally reduces the need for leaflets and handouts.

"It's the way we see the future and we hope in time to go further with the format."

Advertisers appear keen to adopt the technology to target shoppers, who, in turn can forward promotional offers and discounts from their phone to family and friends. The messages can be updated as often as advertisers choose and the software also allows them to analyse data including the percentage messages sent that were downloaded in full by consumers.

Bluetooth technology can also be adapted to automatically send messages compatible devices within a given radius: "It can be used to 'flood' areas, but we don't want to upset people with random messages," said Mr Hatwell. "No-one wants advertisements forced upon them. The system we use goes hand-in-hand with standard information displays, to enhance them."

Parc also adapts the Bluetooth system to provide clues for visitors to follow on trails around visitor attractions. It hopes to supply more museums with the format, so that youngsters can download information on exhibits to help with projects and homework.

Two years ago, Parc – which began life as a tiny high street shop – moved into a purpose-built, 11,000sq ft unit on St Austell's Enterprise Park. Its staff of 21 carpenters, designers and electricians has proved equal to the new challenges the business has thrown up as it has diversified. "There is no such thing as a regular nine-to-five say and no two jobs are ever the same," said Mr Hatwell, "and we are very lucky to have the workforce we do."

The company has a strong environmental ethos, using locally felled 'green timber' for its more traditional signs and materials including sheets of recycled aluminium. The Eden Project, the Wildfowl and Wetlands Trust, Newquay Zoo and the National Trust are also among its clients. It is currently working on a project procured via another agency, exploiting technology to develop games as NHS teaching aids for schools visits.