July 15


Walking all over Helio Castroneves with HardingPoorman Group

Helio is charming, debonair and races like the wind. He’s a natural spokesperson, which is why the Indy Racing League and one of their sponsors, Menard’s hardware store, asked us to produce a floor graphic featuring Helio in his now-famous dance pose.

Digital floor graphics are an excellent and unexpected way to create attention. Using a charismatic and well-recognized celebrity on a floor graphic intensifies the draw of this type of signage. The IRL contracted HPG to put these digital floor graphics in select Menard’s stores in the final week of the Dancing with the Stars competition.

Before we began this project, we had to give some serious thought about the huge amount of foot traffic this floor signage would get. The right materials and proper inks were incredibly important. Helio had to look just as brilliant two weeks after installation as he did on that first day. Since our digital signage is printed on wide format machines with inkjet technology, HardingPoorman Group could tweak the ink and vinyl digital printing and add a scratch-resistant lamination to suit the particular needs of this assignment.

The result was a spectacular success! Our Helio was every bit as much a winner for us as he was for the Indy Racing League, Menard’s, and Dancing with the Stars.

Got an idea? Our digital printing processes can make it dance!


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