Hero Electric, the Indian Automotive Manufacturer, which has a national network of over 200 Dealership retail sites in major cities, had decided to refresh its brand identity. The 3D signage identity was the most complex element of all of the brand communication elements. And a fast –track solution added to the pressure to provide a great working solution.
Brand design agency, Ray and Keshvan in Bangalore was engaged to design the new identity and approaches were made to 3M Commercial Graphics in India by both client and agency due to both parties having an existing relationship over the previous 4 years. 3M involvement at the early stage of the project led to detailed technical proposal options of how to replicate the old ‘formed’ acp plastic signs using a combination of 3M materials from flexible sign substrate and high opacity Block Out film technology to special effect ‘day/night’ and red translucent graphics and silver mirror or ‘chrome’ films. The Hero Electric marketing team emphasised not only the need for a ‘rich’ sign fascia appearance suitable to the usual automotive industry signage quality, but also the need for a very fast roll out of the rebranding to many sites across 2nd tier Indian cities.
Extensive sampling and material testing over a period of nearly two months finally led to a finished sample sign being created by 3M channel partner, GH Graphics of Delhi for client approval.
The approved specification included 3M™ Panagraphics™ Plus decorated with 3M™ Block-Out Film series 3635-20B White, which served to replicate the acp finish; 3M™ Day/Night Film ref. 3635-91 created the desired ‘dual colour effect’ on the lettering and 3M™ Scotchcal™ Translucent Graphic Film series 3630-33 Red served as the primary corporate colour suitably backlit. Finally, the 3M™ Scotchcal™ Mirror Silver film series 7755 completed the ‘chrome logo effect’.
Meanwhile, inside the dealerships, further digitally printed graphics from 3M, IJ1220 series, were utilised for wall brand messaging behind sheets of clear acrylic.
Hero Electric are very happy with the results of the programme several success factors can be observed that enabled everything to run smoothly. The client formed a strong relationship with no t only their agency but also with the 3M team; 3M could offer a strong team and converter network across all Indian regions; 3M were willing to invest resource in developing test samples and prototype development for the client; 3M could provide a high level of ‘peace of mind’ to the Hero marketing team through the 3M MCS (Matched Component System) Warranty programme of 5 years on the materials used