About Us

Since its inception in 2013, Advanced Fleet Signs has been at the forefront of revolutionizing vehicle identification in the mining industry. Led by CEO Damien Russell, our company is dedicated to providing innovative solutions that enhance safety and operational efficiency in challenging mining environments.

At the heart of our offerings lies Rock Board®, an industry-leading LED Vehicle Identification display designed to address the critical need for clear and unmistakable vehicle identification in mines. Developed by Damien Russell himself, Rock Board® ensures that mine vehicles and machinery can be easily identified in any weather condition and from considerable distances, significantly reducing the risk of accidents and improving overall safety standards.

Damien Russell’s inspiration for Rock Board® stemmed from his firsthand experience working in mines, where he witnessed the pressing need for a more effective vehicle identification solution. His vision and entrepreneurial spirit led to the development of Rock Board®, filling a crucial gap in the market and changing the landscape of vehicle identification in the mining industry. How can mines operate without vehicles that can be identified?

Today, Rock Board® has made a global impact, with its presence felt in numerous mining operations worldwide. As demand continues to grow, Rock Board® is poised for expansion into new countries, further solidifying its position as an essential tool for enhancing safety and operational efficiency in the mining sector.

From its humble beginnings to its widespread adoption, Advanced Fleet Signs remains committed to driving positive change and setting new standards for vehicle identification in mining. We are dedicated to ensuring a safer and more productive industry for all stakeholders, and we look forward to continuing our journey of innovation and excellence.

AFS is a company of IONA Global (Pty) Ltd.