Have you noticed the new Domino’s car lids in the streets at night, lit up like diamonds above every driver’s car? Pretty cool, isn’t it? It’s also a very new campaign for Domino’s, and the result of this change meant that they had to change their branding throughout the country on, not only ever car, but also every store.
If you cruise down Ventura Ave. you’ll see our Domino’s handiwork. We recreated the new style and created a light box sign, with LED illumination. There is an old-time pole sign on the street that say’s “Derrick Center” and then “Bear Bites.” The sign installation process involved taking down the old neon sign on the pole and retrofitting this large diamond, which stands out with its interesting, unexpected shape.
Which brings us to something we haven’t talked much about yet: shapes. At night-time, no one is expecting to see a brightly lit diamond on top of a car. It demands their attention… They have to know what it is. And when they look: they see Domino’s. They are probably inspired by the innovation. There are many ways to use materials and lights to create this effect: the unexpected. One specific type of sign, blade signs, allow for practically any shape you can think of to hang out over the street or storefront.
This particular sign also stands out because at night the rest of this pole is practically lost in darkness and the Domino’s sign shines brightly, just like it does in the car lids throughout the neighborhoods.
One thing is for sure: This new campaign is eye-catching and innovative, and is bringing Domino’s a lot of attention.