How To Take Over Your Brand With Outdoor Wall Coverings
Posted On April 23, 2021
In the first part of our wallcovering series, we focused on how wallcovering graphics transform branded interior spaces. Whether you select custom wallcovering or wall decals, your brand message can quickly spread and ignite. Let’s dive in and examine exterior wall application ideas and materials.
The exterior walls of buildings are a prime location for graphic displays. Large outdoor applications offer unlimited potential for brand visibility for pedestrians, motorists, and potential current or future customers. Imagine the next product launch; Generating enthusiasm is essential for the big take-off to be a success, whether at the local or national level. As a brand executive, the marketing “canvas” of a high-rise building provides you with an astonishing ROI, with results that far outweigh costs. Imagine thousands of eyes on your product every day with a building wrap. Depending on the location, they can be seen for blocks or even miles.
When considering exterior building graphics, there are several important considerations:
- The surface of the building
- Possible permit requirements.
Building tenants do not want outside light and views to be blocked, so if the graphic canvas has windows, a perforated vinyl film should be used on the glass. Window perf, as it is known, is a self-adhesive vinyl with micro-holes spaced throughout. The result is a printed vinyl graphic that lets light into the building and people can still see outside. The visual integrity and the “wow” factor of the graphic are maintained, even on the windows.
Not all building surfaces are the same. The proper self-adhesive vinyl must be selected to ensure a secure bond to the building surface. For a smooth or finished concrete surface, a high tack vinyl like Flexcon BWV can work well. A moderately textured surface may require a more aggressive adhesive, such as 3M IJ3662. Very rough surfaces may require a special vinyl with a heat sensitive laminate that can “melt” into the building surface to ensure a strong bond. A Phoenix Children’s Hospital building graphic produced in Phoenix, AZ, was printed on 3M LX480Cv3 vinyl, with a 3M 8548G laminate. During installation, a high temperature heat gun was used to help the vinyl and laminate conform to the textured concrete of the building. Regardless of the building surface that is covered, it is essential that your graphics provider determine the best solution for your wall graphic.
Equally important to selecting materials is ensuring that local sign ordinances are followed for your building graphic. If the space for your graphic is provided by a media company, they handle the necessary permissions. If the building is a non-traditional ad space, the graphics company will usually help obtain the necessary permits. Depending on the location, this may involve an engineer reviewing and approving the chosen artwork.
Large building charts aren’t just for busy buildings; they can also obscure construction work. For this branding application, digitally printed vinyl mesh is the perfect choice. The mesh graphics are lighter and allow the wind to pass while providing rich visuals. Other great uses for printed mesh graphics include; Open structures, such as parking lots and graphic fence covers. The transparent qualities of mesh graphics make them ideal for buildings, allowing occupants to see outward, while creating a smooth, flat advertising canvas. For short term graphic mesh projects (6 to 9 months), we print on UltraFlex UltraMesh ® Supreme. For long-term applications, we use UltraFlex UltraMesh ® Premium 328.
Can the new works be used as advertising spaces? Hell yes! Construction barricade graphics can be more than a haven for pedestrians or a shield against prying eyes from an unfinished interior remodel. Constructed from painted wood, these barricade graphics are an ideal wall space to build excitement for your next opening and boot sales.
Are you a real estate developer or commercial property manager looking for new sources of income? Try to leverage your existing infrastructure as impressive ad space. With today’s wide-format printing technology, you can scale advertising to the size of your entire building, without sacrificing aesthetics.