Category: Industry Insights

Ivan – Leadership Program By Ivan Mora, CEO, Screaming Color Group & The Koolture Group I opened Screaming Color Group with nothing but work ethic and a stubborn belief that results matter more than explanations. In wide-format, results start with a simple rule I use every day: If your graphic can’t be understood from 20 feet away, it won’t sell. Fancy ideas are nice. Awards are nice. But your buyer is moving, the lights are harsh, and the aisle is busy. At 20 feet, you either win attention or you don’t. Below is the simple system my team and I use to make wide-format work in the real world. The 20/5/2 Rule (design to distance) When you design for all three distances, you guide the buyer from notice → consider → act. Now let’s talk about color you can trust (not just “close enough”) I’m proud of our color discipline because it prevents waste. Here’s the plain-English version: “Close enough” turns into reprints and delays. Consistency protects your brand and your timeline. Now remember that the finish is a message Finish is not decoration; it changes how fast people can read your message and how long it looks new. Pick finish for function first, then style. Engineering the install. In my humble opinion, a quiet profit center. I grew up understanding that the back-of-house decides if the front-of-house succeeds. Same here. Every preventable delay is lost revenue and tired teams. Sustainability or “reusability” that actually works I like to help brands with solutions that help the planet and the P&L: If it doesn’t survive use, it isn’t sustainable. “Ahora” the three questions I ask before any big print Simple questions. Big difference. Think about it. Quick checklist (save this, please!) I learned by doing. Wide-format wins when we respect distance, light, and people. If you want help, send me a photo of your space and your goal. I’ll mark it up and show you a better path. Simple, practical, fast. Want a quick win? Share specs and deadline. My team can scope options and proofs fast