Earning their stripes in vehicle wrap design

by carly_mchugh | 31 August 2022 12:25 pm

By Ginny Mumm

Casting a gaze down almost any street will confirm the demand for vehicle graphics is not slowing down, even with recent economic challenges. According to a report from Research and Markets, the global automotive wrap film market was valued at US$4 billion (more than C$5 billion) in 2020 and is estimated to expand at a compound annual growth rate (CAGR) of 22.4 per cent from 2021 to 2028. Further, North America accounted for the highest revenue share of the global market in 2020, and it is projected to retain its leading position throughout the forecast period.¹

One local sign shop that is taking advantage of the burgeoning vehicle wrap market is Stripe Art in Simcoe, Ont. We spoke to owner Dave Churchill and designers Brian Fettes and Ryan Szucs on how they are leveraging this growing trend in their local community, and at the same time, positioning their business for future success.

When was the company founded?

Dave Churchill (DC): I started Stripe Art in 1996. It was a one-person operation. I bought my first Roland DG device, a 457.2-mm (18-in.) PC 50 thermal printer/plotter, to produce pinstriping, lettering, and graphics.

In 2006, Brian joined the team, then we really started to roll. We expanded our vinyl-cutting production, then got a larger printer for digitally printed graphics and signs. Ryan joined us in 2012. Ryan and Brian have degrees in graphic design and illustration, respectively, which really gives us a solid design and technical foundation. We also have a production person for preparing signs and small installs.

Our building has a great location on a main highway/street in Simcoe. Our shop is about 185.8 m² (2000 sf) and comprises a reception area, a design office, and a production area featuring a 3.6-m (12-ft) Rollsroller. We added a satellite facility in 2010, located about two blocks from here, with 3.6-m doors to accommodate work on larger vehicles.

What type of equipment do you have in your production area?

Brian Fettes (BF): We’re running five Roland DG large-format digital printer/cutters—including two 1371.6-mm (54-in.) TrueVIS VG2s, two VS 1371.6-mm cutters, along with an older SP540 1371.6-mm VersaCAMM—and a Gerber Edge.

What are some of the colour trends you are seeing for vehicle graphics?

Ryan Szucs (RS): People want their printed colours to be bright and true. Some have brand colours they want us to match, while others are aiming for a certain “look.” We appreciate the wider colour gamut of our printers. They produce fantastic oranges and greens and print white. It’s easier to produce the accurate colours our customers want and expect.

How much of your overall business is vehicle graphics? Has this changed in recent years?

DC: About 50 per cent of our business has always been vehicle graphics; however, the composition of it has changed. We’re seeing an increasing number of personal versus commercial graphics and wraps. Right now, I’d say about 15 per cent of our jobs are for consumers who want to personalize
their vehicles.

The types of vehicle graphics we provide have also changed through the years. We started off doing mainly pinstriping and vinyl-cut lettering. Today, we provide lettering as well as partial and full wraps for commercial vehicles. We still do pinstripes for personal vehicles like Mustangs and Challengers.

BF: We’ve definitely seen an increase in personalized vehicle wrap requests in the last year or so. Some people want stripes, and some want lettering to remember a friend or family member. Others want to delete chrome or add some colour.

Sometimes, people come to us knowing they want to customize their vehicles, but they’re not sure what they want in terms of design or colour. If this is the case, we’ll show them a few different design concepts. Some customers just leave it up to us and trust us to make it great.

What types of vehicles do you wrap?

BF: In addition to cars, vans, trucks, and trailers, we’ve wrapped solar-powered vehicles, airplanes, snowmobiles, golf carts, motorcycles, buses, and sprinter vans. We turn down transport trailer jobs, as that work is for the very large shops with dedicated transport trailer installers.

DC: We also do some fleet work. Clients come back each season for new wraps or add to their vehicle fleet. Many keep the wraps on for years. Our clients include mostly local businesses, contractors, construction companies, plumbers, landscapers, carpenters, garden centres, and a lot of small business vehicles.

Customers typically bring us artwork, but we also do about 10 per cent fully custom designs.

How do your customers find you?

RS: We’ve done a lot of signs in our area, so word of mouth is big for us. Although we’ve had to stop taking orders while standing in line at the grocery store and the coffee shop, it’s great to know our work is known and appreciated.

Most of our clients are fairly local, but we do service all areas of Norfolk County. We also print and ship to customers who live further away.

In today’s busy marketplace, why do you think clients choose your shop for their vehicle graphics?

DC: We have a reputation for doing quality work, and we always use proper products, so the wraps last. Some of our wraps have been around for eight years. We’re also known for taking care of any customer concerns before they become real issues.

Having six printers in-house is a great advantage. We can do smaller run jobs and get them off the printer, laminated, and back on the machine for contour cutting, while the other machines can continually print the larger jobs such as multi-panel billboards and longer wrap graphics. We also do a good amount of outsource printing for other commercial businesses. Our shop is always ready to go, and we offer customers prompt, reliable, high-quality production.

Going forward, what role do you see vehicle graphics playing in your business? 

BF: Vehicle graphics are very strong for us and will remain strong. The mobile advertising value is just so high; it’s taken over other forms of advertising. People are right to see vehicle graphics as rolling billboards.

DC: People who are starting or expanding their businesses buy their vehicles and then come see us. Many times, the vehicle is dropped off to us by the dealer before the customer even takes delivery.

What would you say to any shops who are considering offering vehicle graphics?

DC: I would strongly recommend adding a vehicle graphics capability. It’s what customers are asking for personally and for their businesses. To get started, be sure you have a good designer who knows you have to be able to read a message easily in a moment. If you don’t know what the message is trying to convey, then it’s not a good, working sign. A good sign is a sign you can read.

We believe you should strive to deliver what you promise and be honest in everything, including when the job can be completed. Your reputation in the business is critical. Under promise and over deliver.

Don’t throw out an armchair price, because whatever you say first is the number your client will remember. If your quote is too low, they expect that price, and if you misjudge and quote too high, they will never return.

If you want to stay in business, put a proper and fair price on your work. We incorporate a bit extra for any unexpected additional costs and mess-ups. While it may be tempting to try and beat the competition by quoting a lower price, it will cause your business to lose money in the long run. You have to be able to take care of your customers and the problems, fixes, and redo’s with a good attitude and a smile.

What do you see for the future of your shop?

DC: You never know what’s coming tomorrow, but we’re looking at expanding our production and outsourcing some of our larger installations.

One of the best parts of this job is every day is different and brings a new challenge. We have great customers who bring us a fun variety of jobs and signage projects and working with a top-notch team really helps keep the creative juices flowing.

Notes

¹ For more information, visit https://www.prnewswire.com/news-releases/global-automotive-wrap-films-market-outlook-growing-sign-and-graphics-industry-drives-demand-with-22-cagr-forecast-between-2021-2028-301423914.html.

Ginny Mumm is a freelance consultant for digital inkjet printer/cutter provider Roland DGA. For more information, visit www.rolanddga.com.

Source URL: https://www.signmedia.ca/earning-their-stripes-vehicle-wrap-design/

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