Outside the Box Option Quashes a 30% Increase

A company rebrand is not an easy undertaking. The overwhelming task starts with industry research, focus groups, and numerous management meetings to determine the direction and new corporate identity. From there, marketing and graphic artists develop the name, logo, and tagline.

Brand = Identity

As a durable graphics company, a large portion of Romo’s business revolves around manufacturing branding decals.

One of our outdoor-equipment customers recently did an overall rebrand updating all their product logos and warning decals. The original logo was basic white. No fuss. Easy as pie to cut and ship.

Not only did the brand name change, but bright cyan & white became their new color scheme. Custom colors aren’t hard to print, but print process adds time and resources that increases the price 30%. That’s an unforeseen expenditure – $100,000 over the budgeted $350,000 per year for decals.

When they met with Russ Phillips, Romo Account Manager, there was an urgency to find a way to reduce the price somehow…someway. And the decals needed to:

• Pass 5-Year Warranty
• Be on Calendared Vinyl
• Adhere to powder-coated painted metal
• Be a specific PMS blue with matte coating

Russ consulted with Romo Durable Graphics’ sourcing manager, Tammy Hawkins, and they dug into possible options. Armed with their expertise in material and industry knowledge, they determined it required a new approach.

Tammy engaged with a new supplier and together they developed a new plan: Instead of manufacturing in house, The supplier offered to manufacture cyan blue material and sell it solely to Romo Durable Graphics.

Before presenting the option to our customer, Romo’s research and development team got to work testing the samples. To be worthy of presenting this option, the material needed to pass:

• 2000 hours of Xenon weathering testing
• Peel test for maximum adhesion
• Spectometer color and matte level had to pass the customers’ rigorous standards

A few tweaks here and there and the material exceeded expectations.

Romo saved the customer 30% on their orders and cut lead times in half because printing process was not required. We purchase and stock the material so they have very little overhead as well.

Romo Durable Graphics’ purpose is to guide our customers to new discoveries. How can we help you?