Shaken & Stirred - Influential Brand Profiling and Positioning

Signarama Manchester wraps vehicles for Brother UK

When Brother UK needed help with the branding of two Skoda Superbs as part of their partnership to provide neutral support to the UK road racing and sportive scene they turned to Sign*A*Rama Manchester for assistance.

The team at Sign*A*Rama Manchester used a variety of products to wrap the vehicles all of which were designed and produced in house.   To help with the transformation of the bonnet and boot of each of the white Skoda Superbs were wrapped using 3M carbon fibre panels.  Brother’s distinctive logo and strap line were then applied using quality white vinyl.

The team also used black vinyl to apply the logo, slogan and lettering to the wing mirrors, door panels.  The project presented Sign*A*Rama with two challenges.  The first was to ensure that the carbon fibre wrap on the boot of each car was applied correctly, given the contours on the boot achieving a clean crisp finish was no mean feat.  Secondly there was the application of the grey vinyl flashes to the sills of each car this was perhaps the most fiddly and time consuming part of the project.

Brother-branded Skoda Superbs

During a race, neutral support vehicles provide assistance to cyclists of any ability whether professional or amateur.  The distinctive Brother-branded Skoda Superbs will be used to provide mechanical support at a range of cycling events, including the Premier Calendar racing series, the National Road racing championships, the Elite Circuit series as well as selected Sportives and events.  The deal forms part of Brother’s wider brand position of “At Your Side”, which has been a key part of Brother’s advertising and creative campaigns.

Commenting on the project Martin Denton says, “We have undertaken signage requirements for Brother UK for several years.  The variety of their requirements keeps the work interesting and they are a pleasure to deal with.”  Maggie Robinson for Brother says; “We had a very tight deadline for this project and as usual the team at Sign*A*Rama pulled out all the stops and delivered the vehicles to us on time.

Speaking about the partnership with UK road racing Phil Jones, Brother’s UK Country Head who is keen road cyclist, said, “Brother provide some of the best aftercare in the print industry and we wanted to replicate that for road cyclists, many of whom buy, use or approve our products in their day job.”

Tony Barry, British Cycling, said, “Sponsors such as Brother give invaluable support to the British Road cycling scene, enabling cyclists to experience what it feels like to have a professional crew and mechanic there when they need it.”


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