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Wrapping my BMW 435i Gran Coupe in... Purple? #CreativeMarketing

To some, cars are simply a means of taking you from ‘Point A’ to ‘Point B’. However, to others, cars signify something much more. For those with a deep-rooted passion for cars, it is a reflection of ones personality and goes far beyond the materialistic aspect of owning a luxury, sports, or supercar. Cars unite people around a common respect and love for what these beautiful pieces of engineering and design represent, removing barriers allowing people to come together on common ground.

My first car was a 2011 BMW 335 Coupe, but in order to provide a more comfortable and enjoyable experience to my clients, I have recently purchased a new BMW 435i Gran Coupe. While I loved everything about this car, from the fit and finish of the interior with the M Sport package and dark wood trim, to the Engine Power Kit and Performance Exhaust, I knew I wanted to do something to truly make this a reflection of myself, and my personal brand. Then came the big question. What color, and… 

Why Purple?!

The simple answer is that it is the primary color of my personal brand and business, along with black, white, and subtle accents of gold. That then brings us back to the original question, of Why Purple? There are a few reasons, which are explained below.

Standing Out

… In a classy way. When building a personal brand, one of the fundamental goals is to stand out, be recognized, and in most cases, to do it in a way that the general public will receive it positively. I wanted to create an image that was a direct reflection of my ambitious, passionate, and vibrant personality, while ensuring that it wasn’t too flamboyant or loud. Purple seemed like the perfect choice because it was different enough to catch some attention and make a statement, while maintaining the beautiful lines of the car and its overall luxurious feel. 

Color Psychology

To get a better understanding of why I chose purple as the feature color of my personal brand, let’s take a look at Color Psychology, that is, what purple represents and how it makes you feel. The color purple is specifically associated with royalty and nobility, creating an impression of luxury, wealth and extravagance. Furthermore, purple represents power. It has a richness and quality to it that demands respect and is often times associated with an ambitious and self-assured leader. It stimulates the imagination and inspires high ideals. Relating this to how I do business; embracing innovation, leveraging creativity, the boutique experience for my clients, going far above and beyond the industry standard, and  my unparalleled drive for exceeding expectations, purple seemed like the perfect color to represent that. 

The Process

Wrapping the car become much more than just changing the color of the exterior. The process involved a number of key players, including the graphic designers at Amortech, amazing team from Wraphaus, and myself. The graphic designers had a significant presence during the initial stages to ensure the design of the wrap reflected my business cards and website. This resulted in creating numerous revisions of the rendering along the way. From there, I had a number of consultations with the representative from Wraphaus, who walked me through each and every step of their procedure to ensure I was getting the best quality service throughout this exciting adventure. After finalizing the designs, I took the car to Wraphaus’ new location, and the team got to work.

I was present during the wrapping process, which allowed for a very personal experience. While I spent the majority of the day in the back room getting in touch with clients, the team ensured I was constantly involved by calling me in for any questions, or each time a new section was wrapped to show me each step toward completion. I couldn’t have asked for a better team to work with. While they are of course a business, the team worked together like best friends and family, which made it such an enjoyable, stress-free, and memorable experience. Additionally, their brand new shop created an extremely unique environment. From the branded mural in the back, to the white floor with stage lighting, the ambiance felt truly unique and special. Chris and his team stand firmly behind their Core Values, including passion, integrity, and striving for excellence. I can say with confidence, all three of these were present in abundance throughout this journey together. 

The Unveiling

This is where things truly ended with a bang. After getting picked up at 6:00am by one of the members of Wrap Haus, I was driven to the shop where something unexpected happened. When I walked in, all of the lights were off, and the room was pitch black. All I heard was “Are you ready?” The studio lights were flicked on, music started playing, smoke was covering the all white floor, and there it was in all its glory. After looking at it from every angle possible, I can confidently say I was beyond impressed. I then got the luxury of a cold start inside the studio, where I proceeded to pull out and start the day with a non-stop ear-to-ear smile. 

As you will see in the following photos, the color changes drastically under different lighting. Under low light, the metallic gets dulled and the matte gives it a deep grape-like color. Under medium light, the purple becomes quite royal, with beautiful blue undertones and a slight sheen. In the sun, however, the color becomes vibrant and allows for the full potential of the metallic to present itself. 

The Unexpected Details

I have always been a firm believer in the small details making the biggest difference. When I showed up to the unveiling, after taking a closer look at the car, I noticed all of the subtle ways that Wrap Haus went above and beyond. The blue accents on my key fob were replaced with purple, and so was the blue portion of the BMW emblem in every location, including the steering wheel. I never asked for any of this, but it was something the team did to prove they go the extra mile, and to add an element of surprise. Also, you will notice that the roof is gloss black, which was my a decision I made long ago that, in combination with the heavily tinted sunroof and rear window, creates a more sleek profile and an overall illusion that the car is lower when viewing from the front. 

The Branding

The final step was to add my personal branding to the car as an additional overlay. This included an offset angles logo on the hood that I personally designed, website along the side skirts, and "Sherrard Real Estate" along the bumper. Initially, we had rendered some quite 'loud' marketing designs, but when I took a step back I realized this wasnt the image I wanted to portray. I wanted to ensure that everything I do to this car is tasteful, relatively subtle, creative, and appealing to the majority of the general public. To achieve this, I decided to go with gloss black as the primary color, paired with a brushed aluminum as the secondary to create a beautiful contrast. Furthermore, the gloss black ties nicely into the other gloss back accents (BMW Performance grilles, side vents, roofline) while the brushed alumunim matches the 435i logo, and soon to be summer wheels. Considering the feedback I have received over the course of the first week having the wrap, from people ranging between 20 - 60 years old, I think we absolutely nailed it. 

While the wrap is definitely a big change, it is only the beginning of what is to come. As I continue to grow, the car will be tastefully modified to reflect that. Some of the next steps include:

* Tinted taillights

* 20” HRE FF15 Wheels (Liquid Silver)

* Lowering on H&R Springs

Please follow along and help shape this car into something spectacular. It is going to be a very fun journey and can’t wait to have you all be a part of it!

 

 

 

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