Small start-up businesses owners understand they need to promote their new brand. But as they get their businesses moving, do they always recognise the opportunity of branding one of their key assets properly – their fleet of vehicles. Ben Hershman from Fleet Auto News caught up with Jessica Utumapu, co-owner of Stellar Performance, an outdoor fitness training group for women based in Sydney’s inner west to find out how Jessica, and her business partner Dani Coneliano, had developed their company logo and how they had integrated it into their fleet of vehicles.
FAN: Your company is relatively new. Did you consider vehicle signage as you developed your logo or did that come later?
Jessica: We launched 2015. The company logo came before thinking about signage for our vehicles. Then we started thinking about the type of vehicle needed to carry all our training equipment. The sign writing development came last!
FAN: Did you work with a sign writer?
Jessica: I called four places to get quotes and to gauge the professionalism and services available. I ended up using our local Signarama business.
FAN: Did you know what you wanted to achieve? How much assistance did Signarama provide?
Jessica: I had researched imagery of similar vehicles sign written. I focussed those that looked premium and eye catching. Then I took the ute to Signarama and showed them the examples I had found and the level of vehicle coverage I wanted.
With the information provided, I then gave the measurements to our own graphic artist who had developed the logo for the business. We wanted consistency through all of our marketing and branding. Signarama provided assistance in helping us understand the effects of the vehicle panel creases and they also offered the services that our graphic supplier provided, so we had a choice.
FAN: How would you describe the look and feel of your fleet and are you pleased with the outcome?
Jessica: We are very pleased. We have a great graphic designer in Aled George. We wanted a premium look, something ‘schmick’ that reflects the high level of service we offer our clients and captures the essence of health and fitness.
FAN: What level of investment was required?
Jessica: The signage per vehicle was around $900, which is costed as part of my marketing budget.
FAN: Do you believe that the vehicle attracts customers?
Jessica: It creates talk. Many of our clients mention that their husbands notice the Stellar fleet driving around the inner west. The cars provide important brand recognition…I even try and park in places with prominent exposure when out and about.
FAN: Do you think there has been a return in investment for the business?
Jessica: Good sign writing is worth its weight in gold. I’m proud unloading the ute down at the park at 5:45 am as I set-up for training.
