How Not to Fail at Wide Format: Lessons From The Field

Hi, I’m Shawn Embree, and I’ve been around wide format long enough to know that this industry will keep you humble. Wide format is big, bold, and exciting - but it’s also unforgiving if you cut corners. Over the years, I’ve wrapped everything from vans and storefronts to a collapsed beer silo (yes, you read that right). I’ve also made mistakes, learned from them, and figured out what it takes to get it right. If you’re diving into wide format - whether you’re new to the game or just want to sharpen your skills - here are some lessons I’ve picked up along the way.

1. Know Your Surface (or Risk a Painful Lesson)

One of my early lessons came from a fleet of gas trucks. The job included removing old graphics, and I quoted the removal based on a photo. I budgeted a couple of hours per truck. Big mistake. When the trucks rolled in, the vinyl fought back - hard. The crew spent four to five times longer than I planned, and we ate the cost. Tip: Always investigate the surface in person when you can. Peel back a corner. Figure out if it’s tape, epoxy, or something stubborn. Photos don’t tell the whole story.

2. Think Beyond the Budget - Be Creative With It

Not every client can afford a full wrap, but that doesn’t mean they can’t look like they did. One project with EB Horsman comes to mind. Their budget was tight, but they wanted impact. We wrapped the back doors, carried the design through part of the side, then used cut vinyl to finish the look. The result? From the street, it looked like a full wrap - at about a third of the cost. Tip: Work with the budget, not against it. Sometimes clever design beats expensive material.

3. Sampling Isn’t Optional

I can’t say this enough: sample everything. I once worked on a restaurant project where the original signage had been vandalized. We had to match a very specific aqua blue - but we didn’t have the original files. We printed, tested, adjusted, and kept at it until the new graphics blended seamlessly with the old. If we’d skipped sampling, it would have screamed “mismatch.” Tip: Whether it’s colour, laminate, or texture, never assume. Print samples, show the client, and adjust. It saves pain later.

4. Simple Wins Every Time

Designers (and clients) often try to cram too much into a wide format piece. But think about it: people are driving by at 50 km/h, or walking past with a coffee in hand. They’re not reading a paragraph. They’re remembering one thing.

I’ve drawn a lot of inspiration from street artists like Banksy - bold, simple, powerful visuals that stick. One of my favorite projects was a hoarding panel with a Dalmatian in a hard hat holding a hammer. People smiled, they remembered it, and it stood out more than any corporate logo wall. Tip: Resist the urge to overcomplicate. If it’s not easy to remember in three seconds, simplify it.

5. Manage Expectations Like Your Reputation Depends on It (Because It Does)

Here’s the thing about vinyl: it doesn’t last forever. Reds fade fastest. Matte lamination dulls colours. Anti-graffiti laminate isn’t bulletproof - it just makes Sharpie easier to clean. If you oversell, you’ll lose trust fast. I’ve always lived by under promise, over deliver. If I tell a client their graphics will last a year and they’re still holding strong two years later, I look like a hero. If I promised ten years and they peel after one, I look like a fraud. Tip: Be brutally honest about lifespan, durability, and limitations. Clients will thank you for it.

6. Love the Small Wins as Much as the Big Installs

Sure, I’ve worked on giant condo wayfinding packages and corporate rebrands. But some of my favorite clients are the mom-and-pop shops - like the family-run coffee shop I helped brand recently. Seeing them light up when their space finally feels professional is as rewarding as wrapping a fleet of 50 vans. Tip: Don’t overlook the small projects. They build relationships, and they’re often the most satisfying.

7. Always Trust the Expert (Even When That Expert is You)

There have been plenty of times when a client handed me low-res graphics and said, “Just print it.” I could have - and collected the cheque - but I knew it would look terrible. Instead, I pushed back, asked for better files, and fought for the end product. When it finally went up, the mural looked crisp, and the client loved it. Tip: Clients may not always know what’s best for their own graphics. That’s why they come to you. Stand your ground. Protect the end result.

Final Thought: Wide Format is About More Than Vinyl and Ink

Wide format is part creativity, part engineering, and a whole lot of problem-solving. If you treat it like slapping stickers on walls and vehicles, you’ll fail fast. But if you respect the process, manage expectations, and embrace the creative challenges, you’ll not only avoid failure - you’ll create experiences that people remember.

For me, the real reward is walking past a project months later and knowing it still holds up. Or getting that email from a client that simply says, “It looks even better than I imagined.” That’s when I know I didn’t just avoid failure - I built something that lasts.