Before and after: Three redesigned truck wraps

A look inside our approach to rebranding

By Dan Antonelli

Posted on Wednesday, August 29th, 2018

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While it’s always fun to work with new businesses to engineer a new brand and truck wrap for their fledgling business, more often we’re tasked with redesigning existing brands and then implementing that new design on the trucks.

Our process of rebranding a company always starts with research into their competitive landscape. What colors are the competition using? What type of brands do they have? Are they deploying mascots? Those answers help steer the foundations of the creative strategy.

We’re also interested in objectively analyzing their current branding. Is there anything there we can salvage and leverage for an updated brand? Sometimes there’s a small element that can be “fixed” and used with this brand. Or, sometimes, there’s literally nothing at all that we can use in the new brand.

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Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit On Instagram: @danantonelli_kickcharge.

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