By Melissa Donovan
Part 2 of 4
The last article in this series spotlighted 54blue Communications Inc., the winner of this year’s indoor Application of the Year award. Here, we look at SlyFox Creative of Greenwood, IN whose food truck wrap for Brozinni Pizzeria earned them top accolades in the outdoor category.
Creativity at its Finest
SlyFox began as a division of Midwest Maintenance and Construction five years ago. A year after its inception, it became its own separate entity with a focus on graphics, Web design, and corporate marketing. Eight employees work out of its 3,300 square foot location. Today the print provider specializes in vehicle advertising, with a mission to aid local businesses in marketing their brand.
Local eatery Brozinni Pizzeria learned of SlyFox and its abilities through word of mouth, as David Coulson, manager, SlyFox says, an old fashioned method over a few pizza lunches. The first time client looked to the marketing provider to achieve several goals, including a logo refresh, business card design, store signage, window graphics, and a food truck wrap.
James Cross, owner, Brozinni, was adamant that the food truck not blend in with the crowd. “After an in-depth client briefing, we decided it was best to avoid using product on the truck altogether. Instead, we wanted to emphasize the style of the pizza, New York Style. The design sells his tagline ‘Bringing New York to Indy’s South Side’ by featuring iconic New York themes,” explains Coulson.
Those iconic themes include the Statue of Liberty, Wall Street, and Central Park. A graffiti-inspired font is used to capture the idea of street style. Even the laminate, a matte, played into the design. According to Coulson it provides a vintage feel to capture the essence and history of New York.
After some back and forth discussion, the final design was approved. Production spent a few days printing and laminating the graphics, which were output as 8×4.5-foot vertical panels and some horizontal panels. 3M Commercial Graphics Controltac Graphic Film with Comply v3 Adhesive IJ180Cv3-10 and 3M Scotchcal Ultra-Matte Overlaminate 8915 were used, mainly due to the high quality of print and the ease of application. Graphics were printed on a Roland DGA Corporation SOLJET PRO III XC-540, equipped with CMYK, light cyan, and light magenta.
“The ability to use light cyan and magenta gives us the opportunity to hit more color ranges, utilizing the double cartridges in the print speeds up the printing process, and the take-up reel allows us to print long runs unsupervised,” adds Coulson.
After printing, the truck’s graphics were installed by one person in one business day.
Brozinni is thrilled with the end result, and receives compliments on a daily basis regarding the wrapped truck. “The design approach for this food truck stands out because it does not simply feature a large image of the product. It is a design that commands attention and requires the viewer to stop and take a moment to take it in; and of course buy some pizza while standing there,” says Coulson.
As SlyFox hoped, the job led to additional projects for the pizzeria, which at press time were under development.
We continue profiling honorees of this year’s Application of the Year awards with the runners up in both the indoor and outdoor categories. In the next article in this series, read about Visual Magnetics and its work for the School of Visual Arts, New York, MFA Visual Narrative.
Aug2014, Digital Output DOAPP1408