Substrates: Creating a unique vehicle graphic to commemorate Kobe Bryant

by | 17 September 2020 1:25 pm

By Charles Veilleux and Sarah M. Davis

When basketball star Kobe Bryant, his 13-year-old daughter Gianna, and seven other people died in a tragic helicopter crash in January 2020, the team at Speedy Transport Group Inc., a Toronto-based transportation carrier and shipping company, knew they wanted to create a special memorial. The sudden loss of nine lives was devastating, and the company’s CEO, Jared Martin, wanted the tribute to serve as a reminder to spread love, appreciate each day, and recognize one’s impact, just as Kobe Bryant did. To this end, the team turned to Saint-Georges, Que.-based fleet vehicle wraps specialist Turbo Images and its sister company, Turbo Studio, to create a unique wrap for one of Speedy Transport’s trailers.

From sharing a history to making one

Turbo Images is a strong supporter of local sports teams and has a deep commitment to giving back to the community. Its long-time customer Speedy Transport shares a similar pledge to social responsibility and a passion for sports. Further, the vehicle graphics company had previously produced and installed a commemorative wrap, designed by Turbo Studio, for Speedy Transport to mark the historic win of the Toronto Raptors in 2019. Recognizing their professional history and mutual appreciation for basketball, the companies set out to honour Byrant’s attitude, passion, determination, and energy as an exceptional athlete. They also wanted to reflect his kindness and compassion as a father and family man. Bryant was special, and the teams wanted that to shine through in the design.

 

The process

When the project came together, the first and most crucial stage was design. The process began with a consultation between Turbo Studio and Speedy Transport, where the latter shared its vision for the wrap. Turbo Studio then developed the initial concept, diving in and investing time in research and creative strategy before refining the concept and carrying it through to the final stage.

The overall design phase was deeply focused due to the complexity of the subject and the attention to detail to ensure the end result was a befitting tribute to the sports legend. Once the design was complete, the graphics were printed onto a 3M Controltac Graphic Film IJ180-10, using a legacy large-format printer at Turbo Images’ Quebec facility. The pressure–activated, repositionable adhesive was specifically selected for this project due to its durability and consistent and clean finish.

The combination of colours reflects those of Bryant’s team, the Los Angeles Lakers, and the design also incorporates two of his jersey numbers, eight and 24, along with Gianna’s number, 2. The mamba snake texture in the background pays tribute to Bryant’s nickname, ‘The Black Mamba,’ and his philosophy, which came to be known as the ‘Mamba mentality.’

While Turbo Images and Speedy Transport had initially planned to complete the wrap as quickly as possible following Bryant’s passing, the project was delayed due to the closure of their facilities amid the COVID-19 pandemic. Once they were able to reopen, the team picked up the pace.

The finished product was installed by trained and certified staff at Turbo Images’ Mississauga, Ont., facility. The wrap company managed all the logistics to ensure the project was delivered efficiently and effectively, and the result was a bold, emotionally powerful, and eye-catching vehicle wrap.

The companies’ brand names do not appear as part of the design. Marketing was not the primary objective of the project; it was intended as a social-good initiative. However, as many customers, employees, and members of the general public have expressed their appreciation for the wrap online and in person, it has allowed Turbo Images, Turbo Studio, and Speedy Transport to showcase their capabilities in a way that also demonstrates their support for an athlete they respected and for a sport they enjoy.

Fleet graphics get noticed

The vehicle wrap is highly noticeable, and so everywhere the trailer travels, people stop to admire it, take photos, and ask about the work. In fact, when the project had just been completed and the team was shooting a video to record the finished product, passersby would pull over to take pictures, too.

The trailer is now being used by Speedy Transport as part of its fleet, and has already travelled across major cities and highways in Canada and the U.S. As a result, this iconic tribute has been seen by thousands of people since its completion in May 2020.

The response to wraps by onlookers is an example of how effective fleet graphics advertising can be. Data from the American Trucking Associations shows an intra-city truck can generate up to 16 million impressions per year, and that 98 per cent of people who saw a vehicle graphic said it created a positive company image. Of course, this is only the case if the graphics and the materials are of superior quality and the installation is seamless. A fleet wrap that is poorly designed, cracked, or peeling will have the opposite effect.

Speedy Transport’s Kobe Bryant tribute needed to stand the test of time, which is why the company turned to Turbo Images for creative design, expert production and installation, and the confidence of knowing the best products were used throughout.

The quality of graphics matters. The manufacturer’s expertise matters. The installer’s ability matters. The ongoing maintenance matters. It takes multi-faceted expertise to ensure a job is well-done—and that was the result for Speedy Transport with this stunning wrap.  

Charles Veilleux is the vice-president of sales and marketing at Turbo Images. He can be reached at charles.veilleux@turbo-images.com[6]. For more information, visit www.turbo-images.com[7].

Sarah M. Davis is a senior graphic designer at Turbo Studio. She can be reached at sarah@turbo-studio.com[8]. To learn more, visit turbo-studio.com[9].

 

Source URL: https://www.signmedia.ca/substrates-creating-a-unique-vehicle-graphic-to-commemorate-kobe-bryant/

---