Big Picture - January/February 2020 - 16

‚ÄČ1.

BIG PICTURE

January/February 2020

Design

16

The very first thing Palmer Signs does is bring the food truck
to their 9000-square-foot facility and measure "because every
truck is unique - not one is alike," says Palmer. They take
pictures, look at the truck's condition, measure it in square
footage, and create the template. "Then we give them their
price right at the get go." Palmer says he does this because the
shop will get so far into the prep, design, and print and then the
customer will try to negotiate. "It's better to do it right up
front," he says.
After checking the truck and confirming price, they meet
with the owners to discuss the food being served, what makes
the restaurant on wheels unique, if the recipes come from the
family, the origin (Venezuelan, in this case), and something they
love about their country. "We really get deep into their history
because when we create the wrap, we bring in those elements,"
Palmer says. "It gives the owner a lot of pride and excitement
and makes us different from other sign shops. We'll invest time
and listen to their story - it's our favorite part."
Cali Shore Surf and Turf is owned by Gomez' family so
there were many cooks in the design kitchen. "The customers
were all over the board, back and forth," says Palmer. "The
team would finalize and Gomez would come in and change it
all." They would ask what happened and Palmer would have
to tell them that the guy writing the checks wanted a change.
A major design challenge that arose in the beginning
stages was thanks to a picture of the ocean the Gomez family
loved. "They wanted to make all the colors on the truck stark,
except for the wings," says Palmer, "but then you start
teaching them about composition and contrast, and without it
everything washes it out, so where's your focal point?" But
they still loved the picture. So, in Photoshop, Palmer Signs
manipulated the image to include a blue background "and the
whole world fell into place. The designer was back and forth
with them and then it was done," says Palmer. "It's fun, but it's
a challenge, especially when you're trying to get all these
people to agree on their life's dream."
Once the concept is created, the team makes a few
renditions of the designs at 75 percent completed with a

couple of proofs. They then bring the customer back into the
shop and finish the design with them there in person. "To shift
or change color or move something one inch with them there
is much easier," says Palmer. In this case, the son and
son-in-law were at the shop with Gomez FaceTiming in. Justin
Lee, Palmer Signs designer, then works with the clients while
Palmer is there to reiterate the importance of certain design
elements. "At the end of the day, we want them to be successful," says Palmer.



Big Picture - January/February 2020

Table of Contents for the Digital Edition of Big Picture - January/February 2020

Big Picture - January/February 2020
Insight
Wide Angle
Upfront
Outside the Gamut
Step-by-Step: Wrap and Roll
Ideas: 2020 Vision
R+D
Explorer
Big Picture - January/February 2020 - Big Picture - January/February 2020
Big Picture - January/February 2020 - Cover2
Big Picture - January/February 2020 - 1
Big Picture - January/February 2020 - Insight
Big Picture - January/February 2020 - 3
Big Picture - January/February 2020 - Wide Angle
Big Picture - January/February 2020 - 5
Big Picture - January/February 2020 - Upfront
Big Picture - January/February 2020 - 7
Big Picture - January/February 2020 - 8
Big Picture - January/February 2020 - 9
Big Picture - January/February 2020 - 10
Big Picture - January/February 2020 - 11
Big Picture - January/February 2020 - Outside the Gamut
Big Picture - January/February 2020 - 13
Big Picture - January/February 2020 - Step-by-Step: Wrap and Roll
Big Picture - January/February 2020 - 15
Big Picture - January/February 2020 - 16
Big Picture - January/February 2020 - 17
Big Picture - January/February 2020 - 18
Big Picture - January/February 2020 - Ideas: 2020 Vision
Big Picture - January/February 2020 - 20
Big Picture - January/February 2020 - 21
Big Picture - January/February 2020 - 22
Big Picture - January/February 2020 - 23
Big Picture - January/February 2020 - 24
Big Picture - January/February 2020 - 25
Big Picture - January/February 2020 - 26
Big Picture - January/February 2020 - 27
Big Picture - January/February 2020 - 28
Big Picture - January/February 2020 - 29
Big Picture - January/February 2020 - 30
Big Picture - January/February 2020 - 31
Big Picture - January/February 2020 - 32
Big Picture - January/February 2020 - 33
Big Picture - January/February 2020 - R+D
Big Picture - January/February 2020 - 35
Big Picture - January/February 2020 - 36
Big Picture - January/February 2020 - 37
Big Picture - January/February 2020 - 38
Big Picture - January/February 2020 - 39
Big Picture - January/February 2020 - Explorer
Big Picture - January/February 2020 - Cover3
Big Picture - January/February 2020 - Cover4
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