7 minute read
Signage Success in the Event World
By Shorty’s Team - Shorty’s Wraps
When one thinks of vinyl wraps, most often people think about vehicles. And they’re right! However, there is a huge world out there for event signage -- A world we’ve come to love.
At Shorty’s Wraps, we have been providing the Austin, Texas area with high-quality vinyl wraps and building our reputation for fulfilling our customer’s branding needs with precision and care. With over a decade’s experience, we’ve been the exclusive signage provider for ACL Live at the Moody Theater, the W Hotel and other venues in the Austin area.
Now, one doesn’t become a Master of Branding overnight—that takes years of honing your craft and finding what works best for your client’s needs. Process is king when it comes to providing signage within a multitude of venues. Venues all have different layouts, looks, building materials, branding opportunities and more. Because of the unique aspect of each space, the first place we start is what we call a discovery. Discovering a space is a time when we look at the area as a whole and determine what locations would promote big-impact branding moments -- all while ensuring the vinyl in those areas does not harm the surfaces. Our goal is to maximize the potential of these spaces with the understanding these applications are temporary. Just like campground rules, leave the space as you found it. Material testing is conducted for optimal surface application, presentation and ease of installation/removal. In tandem, detailed measurements are gathered of all optional branding areas to have on file for future use. Sometimes all you need is a logo—but our goal is to craft an experience that will have onlookers leaving with a true understanding of the client’s brand.
To further upsell the venue’s signage options, we take the information gathered from the discovery and create a full branding deck. This deck includes floor plans with all suggested application sections highlighted and outlined. It also includes photos/renderings
of these exact areas to showcase visual examples. Not only is this a useful tool for the client, but it’s also a win-win relationship between us (as the vendor) and the venue.
Whether it’s automating files, building templates, or simplifying processes, efficiency is a crucial part of the production process. The discovery is the start of this efficiency plan. Gathering all information of the space in one fail swoop allows the ability to save time and energy in the future. Templates are generated for design and pre-press to allow a plug-and-go operation and materials are pre-selected for the suggested areas to save time in the production process. This method aids with installation and removal as it eliminates the questions of fit, bleed, etc. for a seamless completion of the project. All of the above are fantastic elements to utilize when producing a successful event application. But let’s take this one step further. What’s a great wrap if the print is subpar? There are many touch points within a print that cannot be overlooked further. What’s a great wrap if the print is subpar? There are many touch points within a print that cannot be overlooked.
Color is synonymous with a brand so reproducing these colors is critical. Utilizing PMS color books and brand guidelines provided by clients, color prints are produced on all differing materials to ensure artwork matches brand colors as closely as possible. In some cases, clients provide a physical sample of the color they want to simulate. We’ve streamlined this process by pre-printing large panels of color swatches which help hone in that color quicker and more effectively.
Image resolution is just as important in delivering a high-quality print, especially for largescale installations. A blurry or pixelated image can counteract the message or overshadow the overall application. Using different techniques, like AI generation, to optimize the quality of these images helps bring a good design to one that stands out.
When it comes to saving time, printer and production management is where everything starts. Creating a print schedule to utilize not only work hours but also overnight hours speeds up the printing process by 10-fold. Keeping on top of daily printer maintenance and updates saves time and reduces the risk of printing failures. We also take advantage of the rip software’s nesting feature to save material and thus, time. And, where repeat applications are done using max metal, foamboard, or similar, those substrates are reused from one event to another to cut time in production and save from unnecessary waste. Keeping material waste to a minimum not only helps keep costs down but also helps utilize the materials to the max when global material shortages are at play. Now – our goal is always for a project to go as planned. But let’s be honest. Regardless of the detailed planning, unforeseen challenges do occur. That’s where problem-solving is key.
The ability to think on your toes and come up with solutions in a calm and controlled manner is what differentiates a good installer from a great installer. For instance, have you ever applied a panel upside-down on a large wall mural? All you can do is take a step back, assess and find an answer to best solve the issue. Impromptu changes will occur – it’s inevitable. But, having, and being prepared for, a plan B, C or D (especially where weather plays a part), will keep a controlled environment for the project, client and team as a whole. In addition, for times like SXSW where overlapping projects and tight turnarounds can easily overwhelm the staff, relying on like-minded installers who we can trust to come in and assist with these high-caliber projects is a game changer. Our core values of Quality, Communication, Education and Commitment are the driving force to keep the standards we’ve developed at a high level. This high level of service is what keeps our clients coming back time and time again. And for us? Seeing our client’s reactions to a completed project is what drives us to keep going. Most clients don’t know, or even realize, the magnitude and impact vinyl can make within a space. Our goal is to promote this medium as a well-known resource throughout the event industry so when people ask, our client can answer. Yes! It IS a vinyl wrap.
