FEATURE VINYL BRANDING NAME BY JEFF AUTHOR WOOTEN
TAKING THE STRESS OUT OF
GRAPHICS BRANDING
drian Cook, marketing manager at 3M Commercial Solutions, says, “Graphics and signage generally have become a more relevant purchase to customers that previously may not have needed them, allowing them to expand access into new markets and applications.” And although the vehicle graphics market slowed down considerably in the early part of the COVID-19 pandemic this year (particularly as businesses ended up reducing their spending on marketing, branding, and capital invest-
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Sign Builder Illustrated
October 2020
ments), it is starting to see a return in investment for some clients. “While the market has bounced back, certain segments are definitely outperforming others,” says Cook. “For example, demand for wraps for delivery vehicles is increasing while tourism, sports, and event-related industries remain depressed.” One business owner that has had to alter his promotional opportunities due to the pandemic by successfully employing highly effective vehicle wraps instead is Jordan Burham. Burham is the founder and owner of
Suntown Sparkling, a company based in Denver, Colorado that infuses CBD (cannabidiol) in its zero-calorie, zerosugar, alcohol-alternative beverage to help people relax and unwind. “We have two flavors—Citra, which is made with citra hops and lemon, and Tropic, which we make with coconut and a lime flavor, as well as hemp terpenes,” he says. Considering themselves still somewhat of a start-up, Burham’s company doesn’t really possess a large marketing budget, so it’s important that their dollars are spent soundly and strategically. And since they signshop.com
All Photos: Suntown Sparkling.
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A beverage company turns to vehicle graphics for its soothing message.
