As retailers transform their stores to meet brand standards, there's an opportunity to also showcase the landscape, the history and the singular aspects that make their location unique among dozens, if not hundreds, of other stores across the country.

According to the National Automobile Dealers Association, there are nearly 17,000 franchised automotive dealerships in the United States. How does a dealership stand out? How does it accentuate not only the products it sells but also the community it supports?

Many dealerships are transforming their stores with thoughtfully curated graphics that truly reflect brand identity and present a positive, thoughtful context showcasing the spirit of their local communities.

Creativity Makes the Difference

The DCI design team partners with brands and their franchised representatives to develop environmental graphics that evoke a brand's identity while immersing customers in an environment that identifies the community and puts it into context with brand tenets.

In our conversations with brands and dealerships, we work to include:

• Graphics: The DCI team highlights vehicles in the showroom by surrounding them with large images that capture the brand's essence. For some, that includes sweeping landscapes, historic landmarks, or intimate close-ups of family, pets, and outdoor activities that reflect the brand's authenticity and approachable personality.
• Local Flavor: Understanding the importance of the local community and its surrounding area to dealers and their customers, DCI visual graphics specialists incorporate nature photography that celebrate the store's surroundings as part of the graphic collection.
• Color: Using the brand's color palette, DCI recommends tones that emphasize the brand's commitment to their communities, complement the graphics and enhance key architectural features.

Building a Bridge Between the Brand and the Community

The result of being attuned to both the needs of the brand and the environment is to create a destination where customers feel comfortable, entertained and engaged. "The graphics that DCI installed changed and elevated our showroom and our service department. It gave a homey vibe that made it feel more like you're not at a car dealership," says Ken Ruch, Haldeman Subaru General Manager. "It's a better atmosphere now that we have graphics and design. It's different. When you walk into a service area, you're not expecting to walk into a forest."

The sweeping graphics in the showroom are a focal point for customers as they enter the building. "The two murals of the Delaware River and Raritan State Park are something you can always talk about with the customer," says Ruch.

Balise Subaru in Hadley, Massachusetts, sits near the Connecticut River and the Pioneer Valley, which bisects Massachusetts and separates New Hampshire and Vermont. Along with the Subaru-specific graphics, DCI picked up cues from the region's topography. "The graphics look amazing," says Joe Clark, Balise Subaru of Hadley General Manager. The graphics connect customers with corporate branding but also provide a link to the landscape outside the walls of the dealership.

The visual impact is just as striking from the street. "When you look from the outside in, it really makes an impact," says Clark. Ruch agrees, explaining, "Drive by here at night, and just seeing the dealership from afar, you can actually see inside the showroom. It's a really cool experience and a very welcoming atmosphere."

It builds a bridge between what the brand represents and what an individual location brings to its customers. "If you take a second, you can see how all of the graphics connect," says Clark.

Ruch adds that working with DCI was more than just receiving a couple of options from a menu. "Anybody can come out here and say, 'Hey, we're going to put up some pictures on your wall,'" he says. "But it's more about describing what the room is going to become. It's nice to have somebody who cares about your dealership, your environment and what you're trying to put out there."