Signs of the Times 3rd Annual Vehicle Graphics Contest: An Introduction

In a recent issue, ST columnist M. Nisa Khan recounted the condensed version of billionaire media mogul Ted Turner’s formula for success: “Early to bed, early to rise, work damn hard and advertise!” This maxim especially resonates today. A bad media buy, which can cripple a company during the best of times, becomes an especially perilous misstep during a recession.

ST has extolled repeatedly the cost-effective, powerful advertising messages vehicle graphics, especially vehicle wraps, deliver. Whereas a radio spot or newspaper ad offers a commercial for a limited duration with inconsistent message retention, vehicle wraps can deliver returns for several years at a relatively low cost.

The vehicle-wrap market presumably endured a tough year, reflective of the economy. Several past participants told me their work had decreased, and they declined to enter the field. Consequently, the number of participating signshops declined from 63 to 50. However, those who tossed their hat in the ring more than compensated – entries rose from 357 to 388 versus last year, an approximately 9% increase.

Par for the course, the Service and Promotional Vehicle categories together encompassed roughly half the field (“service” connotes a vehicle used primarily as a function of the customer’s business; befitting the name, “promotional” means it serves primarily, if not solely, to build the client’s brand). We eliminated the Fleet Graphics category – other than graphics being fabricated for multiple vehicles, we deemed it repetitive to Service or Promotional Vehicles – and most of the gain was absorbed into the Signshop and Unique Vehicle categories. Rounding out the field, Transit Graphics entries embodied the diversity of mass-transportation; Marine Vehicles exude a certain swagger of machismo, and Handcrafted Graphics transmuted into one artist’s exhibition.

The competition field included many worthy contenders, and determining a winner proved challenging in most cases. The judges’ cross-section of expertise – the cofounder of a company that fabricates large-vehicle graphics; a service provider who decorates an eclectic mix of digitally printed and handpainted vehicle graphics; a franchise-signshop owner; and, an environmental-graphics designer – offered unique, complementary insights.

When the dust settled, Great Big Signs (Kyle, TX) prevailed for the third consecutive year with the Best of Show award. For the second year, his champion entry entailed a VW bus graphic for Freebirds, an Emeryville, CA-based Mexican fast-food chain. This year’s version features Libby – the Statue of Liberty-inspired Freebirds mascot – seemingly breaking through the van’s roof atop a guitar and leading a cloud of musical notes. I’ve visited Great Big Signs, which Lynn Wilkerson founded and now owns with Mario Munoz in suburban Austin. It’s relatively simple – his equipment consists of a cutting plotter, a wide array of hand tools and an industrial-size fan to combat Texas heat. But, his 3-D, sculptural graphics remain a testament to signage possibilities.

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As always, the Vehicle Graphics Contest exhibits the many avenues a provider may take in developing a solution. But, the common destination remains a powerful, cost-effective (and, at present, virtually regulation-free) advertising solution.

 

Meet the Judges
 

Michael Burns, MuralPop
Michael Burns, proprietor of Cincinnati-based MuralPop.com, has produced vehicle wraps, hand-rendered murals and other types of signage and large-format graphics since 1996. His work entails vehicle wraps, hand-rendered car graphics, murals, residential interiors and fine art. One of his portfolio’s most prominent components comprises wall graphics that identified and embellished the renovation of the Tyler Davidson Fountain on Cincinnati’s Fountain Square.

He said, “Vehicle wraps are an asset because this type of advertising creates a stronger brand. It reaches more people and creates more enduring impressions than any other form of advertising.”

Vehicle graphics represent an increasing segment of MuralPop’s business; he said the most common types of vehicles he wraps include Dodge Sprinter vans, Chrysler PT Cruisers, Volkswagen Beetles and box trucks. For more information, contact Michael at info@muralpop.com or call (800) 398-9727.

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Adam Coffaro, Roadboardz
Adam Coffaro and his father, Jim, founded Roadboardz Color Graphics (Cincinnati) in 2004 to increase revenues for Jim’s trailer-leasing company. Adam said, “We thought putting the lessee’s name and logo on the trailers would increase visibility and add value for the customer.”

Today, Roadboardz has evolved into a full-service, large-format-graphics company. Adam said the company handles everything from individual DOT and permit numbers to nationwide, semi-trailer wrap jobs. Roadboardz also produces car, van and truck wraps, banners, window graphics and wallscapes. The company’s client portfolio includes R+L Carriers, the Southwest Ohio Regional Transit Authority and White Castle, among others.

Coffaro, who earned a bachelor’s degree from Ohio University and an MBA from the University of Cincinnati, worked at a local advertising agency prior to opening Roadboardz. He said, “That skillset and focus on customer service and quick turnaround times serves me well in this business.”

For more information, visit www.roadboardz.com or call (877) 426-2739.

 

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Frank Riordan, Swath Design
Frank Riordan, senior designer and project manager for Swath Design, has 14 years of environmental-graphic design (EGD) and project-management experience. His portfolio of work includes Chicago’s Museum of Contemporary Art and Museum of Science and Industry, as well as Cincinnati’s Procter & Gamble world headquarters. Frank has recently completed an interpretive signage system for the Virginia State Museum at the Culture Center, and the branded theme graphics for Nickelodeon Universe at Minnesota’s Mall of America, which is the nation’s largest indoor theme park.

Riordan is the Cincinnati Chapter Chair for the Society for Environ-mental Graphic Design. He has been a guest instructor at Kent State University and has facilitated several EGD workshops. He holds a bachelor’s degree in graphic design from the University of Cincinnati’s College of Design, Architecture, Art and Planning. For more information, contact Frank at frank@swathdesign.com.

 

Rick Roderer, FastSigns
After an education in industrial-design and advertising from the University of Cincinnati and San Jose St. University (respectively), Rick Roderer opened his Fairfield, OH-based FastSigns® franchise in 1994. He said this dual-role background proved essential to understanding customers’ needs and effectively developing solutions. The shop remains a family affair – his father, Dick, though semi-retired, still assists with the shop’s business operations, and his brother, Steve, handles graphic-design duties.

During the franchise’s 15-year existence, Rick said his family has established long-term personal and professional relationships, and have successfully completed both large and small projects for schools, churches, auto dealerships and malls.
He said the competition has increased by an increasing number of would-be entrepreneurs “who buy a printer, put it in a warehouse and calls themselves a signshop,” but noted that attrition caused by business fluctuations and customer demand eliminate most companies who don’t prioritize service.

The shop’s amenities include a 60-in. HP DesignJet and a 54-in. Mimaki JV-3 printer, a 60-in. combination laminator, 15- and 54-in. cutting plotters and, to aid installation, a bucket truck with a 35-ft. maximum reach. For more information about the shop or FastSigns, visit www.fastsigns.com/227, or call (513) 942-3000.