That’s a wrap
While not a new concept, having been around for a number of years, it has not been until quite recently that traditional sign-makers and wide-format print companies began to look at the wrapping market as a potential area for new customers and growth.
However, as is the case when moving into any new market, diversification into wrapping brings with it a whole host of challenges, including ensuring that your staff have both the right amount of knowledge and technical ability to produce and install wraps.
With such a wide range of work available across this market, we take a look at how you can capitalise on the current trends and use the latest products to not only win new work, but also establish your business as a leader in wrapping.
Making an impact
First up, self-adhesive materials specialist Drytac has a range of films suitable for wrapping on offer, including a number of products suited for one of the market’s growth segments: wall wrapping.
“Graphics can be incredibly impactful, changing a room – or even a whole building – with colour and design,” says Gareth Newman, academy director at Drytac, adding: “But it’s not necessary to fight what’s already there, or to ignore the natural finish of the surface. For example, applying a mural or decal to bare bricks or concrete can really complement an industrial space or heritage property.
Wall graphics can be used to comletely transform the look of a room
“For any wall or floor graphics application, it’s essential that the graphic itself will stand the test of time. Bricks and concrete, being rough and porous, are not the easiest surfaces to work with.”
Vinyl Detail used non-PVC Avery Dennison MPI 8000 Wall Film Series to overhaul the look of an office interior”
With this, Newman offers some hints and tips on how to help make your wall wrapping job a success. First, ensure the surface is properly cleaned and free of dust and dirt, then leave for 48 hours before attempting to apply film or vinyl.
Next, Newman says, users need to choose the right graphics media and that saying a product that can conform to the rough or uneven surfaces is key. He advises paying attention to high tack adhesive and long-term indoor/outdoor durability, and also to test out the application on a small-scale test site a few days before the project to ensure you have the right material to hand.
“As with many things in life, preparation is key,” Newman says, adding: “Before installing graphics on brickwork and mortar, check your design is suitable for the application and be doubly sure you have the right media and the right tools to hand.”
Taking a look at the products Drytac has on offer for these types of applications on rough surfaces, Newman first points to Polar Grip, a polymeric self-adhesive PVC film that is designed to deliver up to five years’ indoor or outdoor durability thanks to its unique high-bond adhesive.
O Factoid: Drytac Polar Street FX, a textured printable white matte aluminium film, is 100% recyclable O
“It is flexible, making it ideal for curved or rough walls and comes in a choice of matte or gloss finishes and when paired with Interlam Pro Emerytex, long-term, slip-rated floor graphics can be created,” Newman says.
Also available is Drytac Polar Street FX, a textured printable white matte aluminium film that is coated on one side with a clear, high tack adhesive and is 100% recyclable. Polar Street FX has also achieved several slip ratings and certifications, which Newman says makes it ideal for use in public areas.
Going green
Elsewhere and William Smith also has a host of wrapping materials available to the market. Clare Robinson, marketing executive at the company, says one of the core trends to be aware of in this segment is the environment, with demand for non-PVC wrap films for both vehicles and buildings on the rise.
“We have seen a steady increase in the number of enquiries for these more environmentally friendly films as end users specify non-PVC to meet their green initiatives,” Robinson says, adding: “We expect to see demand for more sustainable solutions from the industry, with new products under the ‘environmentally friendly’ umbrella launching.
Vinyl Detail used non-PVC Avery Dennison MPI 8000 Wall Film Series to overhaul the look of an office interior
“The growth of our Architextural brand and ‘A Team’ installer network further supports this trend. With many businesses upskilling to benefit from the new market opportunity architectural wrapping provides. Architectural and window films offer a fantastic opportunity to implement a green solution for upcycling pre-existing fittings and furnishings within any home, office, or public venue. Wrap it, don’t rip it!”
Robinson goes on to say that William Smith has also experienced an increase in demand for advanced levels of training, due in part to wrapping standards in the industry being at an all-time high. In response, William Smith has launched a new Advanced Vehicle Wrap Training Course for 2022, in addition to further Architextural courses, offering greater insight and skills to customers.
This response has also led to the launch of new products, including Arlon PCC that was released last year and, according to Robinson, has proved popular with the market.
“Customers love the gloss level and FLITE Technology on a colour change film! We’re excited to see new colours added to the range in time,” Robinson says.
Looking at recent work, St. Helens-based Vinyl Detail used non-PVC Avery Dennison MPI 8000 Wall Film Series from William Smith to overhaul the look of the Ascentis (Lancaster) office. Working in partnership with office design and build specialist Opus4, the office interior was transformed to provide even more opportunity for inspired creative solutions to bring walls to life in retail, commercial, exhibition, and office environments.
Dan Wyke, director of Vinyl Detail, comments: “The Avery Dennison MPI 8520 Oak Wallpaper is a tough, hardwearing product that is surprisingly easy to use. We would definitely be happy to use the product again.”
Setting trends
Next, Elite Signs & Graphics says it can offer a full package of services to clients, including wrapping work. Simon James, director at Elite, explains that wrapping anything would not be possible without technical and design-led skills that deeply differentiate specialists from the broader reaches of the sign industry.
(Above & below) Elite Signs & Graphics is currently working on a project that involves wrapping 20 lorries and sales cars
“I would like to acknowledge the team we’ve built at Elite in this respect,” James comments, adding: “It’s because of them that Elite is much more than four walls, a roof and some equipment. Our skill set is in demand and the market appreciates the difference it makes.
“We have a great network of suppliers too, there with support when needed and always listening to our requirements.”
This approach, James says, has allowed the company to react to core market trends, one of which he refers to as ‘standards’ on the part of the buying customer, which are changing. He says that even if a customer does not want a wrap, they still want something that perhaps looks like one.
“The days of scattering a little lettering over the surface of a vehicle are fading,” James says, adding: “What that means is, we have to find imaginative ways of delivering impact sometimes without resorting to full coverage work. We’ve become pretty expert at making expanses of colour work well and letting some very distinctive work out into the wild.
The days of scattering a little lettering over the surface of a vehicle are fading”
“I believe that we are setting trends. We work far and wide of course but in the nucleus around us the influence of our work is really apparent. We’re delivering dramatic-looking full and part wraps and it definitely influences demand. We’ve even had vehicles we’ve worked on followed and the driver asked, ‘where can I get graphics like yours?’”
James goes on to say that the wrapping market as a whole is gravitating toward two core capabilities, and as such forecasts the end of gratuitous use of the wrap medium and a swing to quality.
“One capability is the technical skills required to get the material on the vehicle so that everything aligns, nothing is over-stressed and the result looks like the one the customer is trying to achieve,” James says.
“Second is design. Design in the context of wraps is critical. We use the whole vehicle as a canvas and the design flows with the bodywork. That contrasts markedly with some of the work out there.”
While vehicle wrapping remains the stand-out section of this market, there are a whole host of other projects available. Working with trusted suppliers and using high quality materials can help your business take full advantage of these opportunities.
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