Best Practices

Six Simple Rules

For making your designs stand out, from a leading brand and wrap designer

Published

5 years ago

June 11, 2019

Mark Kissling Signs of the Times June 2019 Issue

You couldn’t swing a squeegee at the recent ISA Sign Expo without hitting cars and vans being wrapped in manufacturers’ booths, or teams engaged in wrap competitions, or even a “wrap business boot camp”. But for me, the most valuable hour of the show was the seminar led by KickCharge Creative (Washington, NJ) President and Chief Creative Officer Dan Antonelli, who spoke about, among other things, “six rules for more disruptive truck wraps.”

1. Start with a great brand

“The biggest reason most wrap designs fail is poor brand integration,” Dan said, “and this will doom a client’s ROI.” Your challenge is to make certain the client’s logo, the very center of the brand, will work across all applications: signage, website, uniforms, everything, as well as truck wraps (see No. 6). If this means insisting a customer changes their logo, so be it. That may not be easy, but you won’t be doing anyone a favor by slapping their lousy logo on the side of a van.

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