In a marketplace where consumer attention is increasingly difficult to capture, Brad Burns has found a unique way to help businesses stand out. As the founder of Vizex Branding, Brad is pioneering an approach that combines expert installation with deep knowledge of materials and design to create memorable brand experiences. What began as helping out with a troubled graphics installation at a Gander Outdoors store has evolved into a multimillion-dollar business that’s changing how retail environments connect with customers.
From Carpentry to Visual Transformation
Brad didn’t set out to revolutionize retail branding. His journey began in commercial contracting, where his company specialized in carpentry work across the country. “At the time I owned a commercial contracting company. We were doing a lot of carpentry work all across the country – smaller scopes of work like fixture installations, kitchen installations, rollout type work, light carpentry,” Brad explains.
The pivotal moment came during a project for Camping World, whose owner had purchased several Gander Mountain stores to convert into Gander Outdoors locations. When faced with graphics installation problems at a Minneapolis store, Brad got a call asking for help. Though his experience with graphics was limited, he reached out to his friend Max, who had grown up working in his father’s print shop. “As an entrepreneur, you say, ‘Yeah, I can do that.’ Let’s just see what we can make work,” Brad recalls. The team successfully completed the job, impressing the project managers who later invited them to Minneapolis to discuss materials and prevention strategies for future projects.
Transforming Industry Knowledge into Business Value
During what was supposed to be a simple meeting about materials, Brad witnessed something remarkable. Max, armed with decades of experience in printing and materials, completely changed the dynamic of the conversation. “Max starts and says, ‘Here’s how it works. Here’s what I had to do to make it work. And here’s what you should have used and here’s why,'” Brad remembers. “At the end, the guy from 3M kind of shook his head and said, ‘I think that probably would make more sense on this application moving forward.'”
That meeting revealed a critical gap in the industry. While design companies developed beautiful concepts and print shops produced materials, the installation teams who actually implemented the work were typically the last consideration. Brad saw an opportunity to flip this model by getting involved earlier in the process. “Let’s reinvent this to where we get involved earlier. So that way we’re influencing the decision making on what the graphics look like, the sizing, the materials used, what kind of substrates we’re working with,” Brad says. “Make sure that if we’re going to do vinyl, the walls are painted with the correct paint so it doesn’t cause an issue.”
Creating Distinctive Value in a Crowded Market
Vizex Branding distinguished itself by bringing practical field experience into the strategic planning phase. Instead of waiting for designs to be finalized before considering implementation challenges, Brad’s team became consultants who could shape projects from the beginning. “That’s where we want to be, because then we’re showing value and distinguishing ourselves from competitors,” Brad explains. “Everybody else just says ‘Give it to me, I’ll install it.’ To me, that’s the biggest thing we could do to create a paradigm shift – getting ourselves involved early in the process.” The approach has paid off dramatically. “Last year we went from just under three million to 8 million,” Brad notes. This remarkable growth validates their strategy of adding value beyond mere installation.
When asked about emerging trends, Brad points to the increasing dominance of digital displays. “Everything’s going digital. You see billboards driving around, digital displays inside retail windows – just something that’ll catch your eye,” he says. “Because people are hit with so much noise these days, it’s really going to be either moving or visually appealing for them to key in on it.” He also foresees dramatic changes in retail environments, including interactive experiences that engage customers in new ways. “You walk into a retail store, a clothing store, you can stand in front of a mirror and it will show you dressed in their clothes. If somebody had that, I’d be like, ‘Yeah, I would totally go check that out,'” Brad says.
As retail continues evolving toward more self-service models, Brad expects digital signage to replace traditional printed materials across the board. “I think digital pricing will take over instead of all these printed price labels. I don’t understand why everything’s not that way already,” he observes. By combining installation expertise with strategic consulting and embracing digital innovation, Brad Burns and Vizex Branding are helping companies create more engaging, efficient, and effective brand experiences – proving that sometimes the most valuable perspective comes from the people who actually bring designs to life.
Connect with Brad Burns on LinkedIn to learn more about how Vizex Branding is transforming retail experiences through innovative visual solutions.
