Succeeding in the Wraps Marketplace
Two installers show how quality products & attention to detail is always a winning formula.
Editor’s note: The following pair of case studies were provided by Avery Dennison Graphics Solutions as examples of profit paths in the wraps and graphics market.
Filling a ‘Weird Little Niche’ With Big-Vehicle Wraps
Sean Flanagan, the owner of Always A Good Sign, knows about passion, commitment and challenge.
In his youth, it was soccer. He honed both his footwork and his work ethic in his backyard, played in travel leagues and won a state championship in high school. Flanagan went on to play at Lock Haven University, then professionally with teams in Pennsylvania and Delaware.
After hanging up his cleats, Flanagan devoted his energy to multiple careers: marketing for a travel company, working as a casino host and selling pharmaceuticals. In 2008, he partnered with his father to cofound Always A Good Sign.
The duo set up shop in a 2,100-square-foot space in southern New Jersey and soon joined the Signworld community, which helped them find the equipment and other necessities required to run a bustling sign shop. Signworld continues to be a resource—providing support, buying power and networking opportunities while allowing Always A Good Sign to work independently.
TELEVISION DEBUT
The shop’s first job, a nonpaying gig, was for the TV show “Extreme Makeover: Home Edition.” Flanagan and his father provided site signage for one of the show’s episodes, including those posted around the construction set and surrounding area. The project helped the company get its name out into the marketplace and associate with a nationally recognized brand.
Flanagan always envisioned the business focusing on vehicles. So, as Always A Good Sign (alwaysagoodsign.com) grew, it shifted its focus from general signage to vehicle wraps. Today, the company operates out of a 4,200-square-foot building in West Berlin, New Jersey, with a team of 11 employees.
It’s known for tackling large, complex wrapping projects such as municipal vehicles, dump trucks, garbage trucks, ambulances, oversized food trucks and other nonstandard vehicles.
“We’ve just gotten into this weird little niche,” says Flanagan. “We’re the ones who do the oversized, challenging vehicles. They’re projects that really test your mind, like the dump truck with the oddly shaped fenders, or the home services van with the big, curved hood.”
Always A Good Sign vehicle wrap shop in West Berlin, New Jersey, has found success tackling large projects including dump trucks, garbage trucks, oversized food trucks, ambulances and other nonstandard vehicles. (Photos courtesy Avery Dennison Graphics Solutions)
It’s been a winning strategy. Always A Good Sign’s major auto wrapping accounts include a regional hospital system with an ambulance and support fleet of more than 150 vehicles, a food truck provider requiring 50-60 wraps annually, and other specialized fleets and agency vehicles in multiple states.
Big jobs like these put the shop’s printing equipment to the test. The company uses two Epson printers and two Graphtec cutters to help optimize its print-then-cut workflow.
Flanagan and the team also rely on Avery Dennison Graphics Solutions. Every vehicle project (weird or not) uses Avery Dennison MPI 1105 EZRS Digital Wrapping Film that features unique Easy Apply technology with easy repositionability and controlled initial tack.
For a team of installers taking on a supersized food truck, for instance, that ease of use is crucial for getting work done efficiently and accurately.
“We’re working with 20- to 30-foot panels sometimes,” says Flanagan, “and the initial tack of the MPI 1105 is really nice because it means the film doesn’t ‘suck in’ and tack to the truck right away. So, we can move it if we have to, or we can pull it back without any issues.”
Always A Good Sign usually pairs MPI 1105 with Avery Dennison DOL 1360Z gloss or DOL 1380Z matte overlaminate. The high-performance materials conform easily and ensure graphics are protected with a choice of finishes ideal for signage, vehicle and fleet applications.
A COMMITMENT TO TRAINING
Commercial fleet projects make up about 70% of Always A Good Sign’s work. Most of the remaining 30% is signage. The formula generates recurring revenue streams from fleet churn, accident repair and new vehicle purchases.
“Customers are passionate about their vehicles,” Flanagan says, “so it’s always cool to see how excited they are when the finished product is out on the road, and then to talk to them and hear about what a great return on investment wrapping is.”
Flanagan has carried the Avery Dennison Certified Wrap Installer (CWI) designation since 2015. He’s taken advanced CWI classes multiple times and shares what he learns with his team.
He considers Avery Dennison trainers and representatives as key partners to his business, looking to them for technical support, product guidance and training resources that help the shop execute complex work consistently.
“I’ve probably gone through most of their training classes,” says Flanagan, “and I’ve had a couple of our employees go through some of them as well. It’s always a huge asset for me to be able to bring tips and tricks back to the guys in the shop, show them easier ways to work on a certain panel or a certain part of a vehicle, or tell them about a new tool that they have access to. Avery Dennison’s certification is the hardest to earn. They offer some of the best training classes, thanks to the people, the facilities and everything else they use.”
Flanagan also credits the classes for their networking value. Getting to know and trust installers around the country has been particularly helpful, as Always A Good Sign does a healthy share of business outside of the Garden State.
“Building those relationships across the country is so important for our business,” he says. “While we may be in New Jersey, not all of our work is in New Jersey. So, if we have a job in another state, we have that network of CWI installers we can reach out to and get assistance from. And our level of trust in that CWI is going to be a lot higher than in some mom-and-pop shop we don’t know anything about.”
LEARN & NETWORK
Continuous learning and networking are also central to Flanagan’s advice to new installers. He recommends not only in-person training experiences such as Avery Dennison CWI, but online platforms such as the Wrap Institute and Wrap IQ.
He also encourages new installers to pursue projects that truly interest them, even if they do seem “weird” at first.
Reflecting on his own, nearly two-decade career in the industry, Flanagan emphasizes his passion for the business.
“I feel like a big kid who just plays with stickers all day—oversize stickers,” he says. “It’s fun. I love coming to work every day. You’ve got to be passionate about what you do. If you’re not, don’t do it.”
WRAPS & FILMS
New Wrapping Film Colors
Avery Dennison Graphics Solutions, Mentor, Ohio, has debuted five new colors in its flagship Supreme Wrapping Film color change vehicle wrapping film product line. The strategic color additions provide installers with high-demand finishes that bridge the gap between luxury aesthetics and the reliable, professional-grade performance of its SW900 series.
All five films deliver easy conformability. The new additions to the Avery Dennison portfolio, described by the company, include:
• Gloss Ivory – A sophisticated light beige that redefines “quiet luxury”
• Gloss Sand Dune – A timeless, medium beige designed to mirror modern OEM paint finishes
• Satin Metallic Cyber Green – An electric finish that captures light across every curve with a smooth, metallic glow
• Matte Metallic Oasis Blue – A serene turquoise blue that evokes ultimate tranquility
• Gloss Metallic Gothic Rose – A deep, moody rose with a heavy metallic flake for a premium custom-paint appearance
Gloss Paint Protection Film
3M Commercial Solutions, Saint Paul, Minnesota, presents its Series 150 Gloss Paint Protection Film, designed to shield paint against rocks, keys, salt, bugs and the elements. The clear PPF is designed to be professionally applied to a vehicle’s vulnerable areas including the hood, bumpers, fenders, mirror backs, door edges, trunk ledges, roofs and rocker panels.
Highlighted features include:
• High stain resistance for a low-maintenance finish
• High clarity with lower orange peel to help maintain the paint’s brilliance
• Virtually invisible protection
• Self-healing technology allows minor scratches to disappear
• Gloss finish
(Left and right photos courtesy of Avery Dennison Graphics Solutions. Middle photo courtesy of 3M)
Oklahoma’s Lettering Express Focuses On Its Best Qualities
Spend a few minutes chatting with Charlie Trujillo and you might come away with the impression that he’s just a laid-back, go-with-the-flow kind of guy.
After all, he might tell you about how he spent some of his formative years living the life of a free-spirited snowboarder in Colorado. Or, he might tell you about how he started a job at the business he’d eventually lead and met the woman he’d eventually marry all in a single morning.
But probe a bit deeper and you’d realize that there’s even more going on here. In fact, Trujillo’s one of the most sought-after vehicle wrappers in the country. He’s part of the Avery Dennison Graphics Solutions training team, championing fundamentals while doing highly visible work in a media environment that often celebrates flashiness.
FAMILY FOUNDATION
Trujillo’s start in the industry was a bit roundabout. His parents, Rich and Toyah Braun, founded Lettering Express in 1988.
Operating before the era of digital printing, the Oklahoma City-based business produced die-cut vinyl lettering for local clientele. As a teen, Charlie helped out in the shop on weekends and afternoons. It gave him his first taste of the business.
His parents sold Lettering Express in 2006 when Trujillo was a high school senior. After graduating, he made his way to Breckenridge to shred the slopes, work in a sandwich shop and have fun. But, when he’d finally had enough of the snowboard lifestyle, Trujillo decided to return to Oklahoma. His mom suggested asking their former company’s new owner, Michael Lombardi, for a job.
It turned out to be a fateful suggestion. Trujillo was hired. Then, during his first-day-on-the-job orientation, he met Jill—Lombardi’s daughter—working on the shop floor. They married three years later.
According to Trujillo, several Lettering Express employees over the years have made a love connection at work. (Maybe something’s in the air?) Fast-forward to 2015, and Charlie and Jill have been running the business since Lombardi retired.
Owner of Lettering Express in Oklahoma City and an Avery Dennison Certified Wrap Installer (CWI), Charlie Trujillo’s business advice is to learn the fundamentals and focus on the things you do exceptionally well. (Photos courtesy Avery Dennison Graphics Solutions)
TAKING OKLAHOMA CITY TO THE WORLD
Around the time Charlie and Jill moved into leadership positions at Lettering Express, Facebook had surpassed 1 billion daily active users, Instagram had launched and the rapid adoption of high-speed Internet access meant people could easily watch video content on YouTube and other sites. A popular content niche was (and still is) short videos showcasing creative manual work. This includes vinyl wrapping.
It all may have been just a fortunate coincidence. But to Trujillo, it was a sign that the fledgling field of vinyl wrapping was about to explode. He saw a potential opportunity for his career and business. So, he decided to act.
“Around 2014-15, social media really started changing things,” he says. “The global connection really started. The world suddenly felt a lot smaller. It also felt more attainable for a small shop in Oklahoma to be recognized on a global level. And we also saw the way that the algorithms were pushing color change and restyling wraps, and really glamorizing that stuff. I wanted to be part of what was happening; part of that trend. So, I started getting certifications with Avery Dennison.”
Trujillo became an Avery Dennison Certified Wrap Installer (CWI) in 2015. His manufacturer training taught him from the get-go that executing a quality vehicle wrap meant focusing on fundamentals that don’t typically get boosted by the algorithms: preparation, surface management, material control, sequencing and patience with the complex geometries of many modern vehicles. These fundamentals became the foundation of Trujillo’s approach to the craft.
The attention to detail paid off. With an Avery Dennison CWI and other manufacturer certifications under his belt, Trujillo was invited to show off his talents in live demos at the SEMA Show and other major industry gatherings. He also took part in timed wrap-off competitions and collaborated with material distributors to test wrap films.
WORKING RELATIONSHIPS
The high-profile appearances confirmed Trujillo’s growing reputation, as installers are typically invited to participate based on their technical credibility, consistency and peer recognition. They also highlighted his ability to pass on his knowledge.
“Around 2021, Avery Dennison brought me on to be a trainer for North America,” says Trujillo. “At the time, they had three trainers. So, I ended up being the fourth. I already had a great relationship with Avery Dennison. But it just really blossomed and developed from there.”
Since then, Trujillo’s led approximately 20 Avery Dennison classes per year. A class holds up to 14 students, so he’s trained thousands of installers.
His most gratifying moments, he says, are when students who had been making subtle technical mistakes discover the value of focusing on the fundamentals.
“The biggest thing I enjoy is seeing that light bulb go off in the student’s face,” Trujillo says. “It’s that moment when they realize, ‘Oh my goodness, I’ve been doing this wrong for so long. This class was really worth it.’”
Lettering Express (letteringexpress.com) has evolved alongside Trujillo’s career. He and Jill have grown the company by discovering and doubling-down on what their team does exceptionally well: branded fleet wraps, vehicle color change and restyling, signage, merch and apparel.
“Over the years, I’ve always asked the question, ‘If we have 20 things on the menu, how many of those things are we really good at and are really valued by the customer?’” Trujillo asks. “We realized that we maybe could do all of those 20 things at a great level, but were only exceptional at maybe six or seven of them. So, basically, we leaned into those six or seven services and, over time, got rid of the rest. We became hyperfocused on what we like to do and do exceptionally well, what makes us money and what the customer really enjoys and wants.”
The specialization has involved reducing staff by more than half since 2019. Trujillo stresses that the reduction has happened through natural attrition, as team members moved on to other opportunities.
He also notes that today’s team—focused on fewer, higher-impact services—is driving the same revenue as the larger team of the past.
Trujillo’s advice for those starting out? Real education is crucial.
“A lot of what’s on social media is just smoke and mirrors,” he says. “They (wrapping influencers) move too fast. It’s like if they were going up flights of stairs, they’d be going from floor one to floor four without stopping at two and three. It’s just not possible.”
The process, he believes, takes time.
“Get yourself into a class by Avery Dennison or any other major manufacturer. Then put your head down and don’t try to conquer the world overnight. Maybe you can conquer your neighborhood, but let’s do it in small bites.”
