Oklahoma’s Lettering Express Focuses on Its Best Qualities
Avery Dennison trainer Charlie Trujillo champions the fundamentals while doing highly visible work...
This article on Lettering Express originally appeared in the September 2026 issue of THE SHOP magazine.
Editor’s note: The following case study was provided by Avery Dennison Graphics Solutions as an example of a unique profit path in the wraps and graphics market.
Spend a few minutes chatting with Charlie Trujillo and you might come away with the impression that he’s just a laid-back, go-with-the-flow kind of guy.
After all, he might tell you about how he spent some of his formative years living the life of a free-spirited snowboarder in Colorado. Or, he might tell you about how he started a job at the business he’d eventually lead and met the woman he’d eventually marry all in a single morning.
But probe a bit deeper and you’d realize that there’s even more going on here. In fact, Trujillo’s one of the most sought-after vehicle wrappers in the country. He’s part of the Avery Dennison Graphics Solutions training team, championing fundamentals while doing highly visible work in a media environment that often celebrates flashiness.
FAMILY FOUNDATION
Trujillo’s start in the industry was a bit roundabout. His parents, Rich and Toyah Braun, founded Lettering Express in 1988.
Operating before the era of digital printing, the Oklahoma City-based business produced die-cut vinyl lettering for local clientele. As a teen, Charlie helped out in the shop on weekends and afternoons. It gave him his first taste of the business.
His parents sold Lettering Express in 2006, when Trujillo was a high school senior. After graduating, he made his way to Breckenridge to shred the slopes, work in a sandwich shop and have fun. But, when he’d finally had enough of the snowboard lifestyle, Trujillo decided to return to Oklahoma. His mom suggested asking their former company’s new owner, Michael Lombardi, for a job.
It turned out to be a fateful suggestion. Trujillo was hired. Then, during his first-day-on-the-job orientation, he met Jill—Lombardi’s daughter—working on the shop floor. They married three years later.
According to Trujillo, several Lettering Express employees over the years have made a love connection at work. (Maybe something’s in the air?) Fast-forward to 2015, and Charlie and Jill have been running the business since Lombardi retired.
TAKING OKLAHOMA CITY TO THE WORLD
Around the time Charlie and Jill moved into leadership positions at Lettering Express, Facebook had surpassed 1 billion daily active users, Instagram had launched and the rapid adoption of high-speed Internet access meant people could easily watch video content on YouTube and other sites. A popular content niche was (and still is) short videos showcasing creative manual work. This includes vinyl wrapping.
It all may have been just a fortunate coincidence. But to Trujillo, it was a sign that the fledgling field of vinyl wrapping was about to explode. He saw a potential opportunity for his career and business. So, he decided to act.
“Around 2014-15, social media really started changing things,” he says. “The global connection really started. The world suddenly felt a lot smaller. It also felt more attainable for a small shop in Oklahoma to be recognized on a global level. And we also saw the way that the algorithms were pushing color change and restyling wraps, and really glamorizing that stuff. I wanted to be part of what was happening; part of that trend. So, I started getting certifications with Avery Dennison.”
Trujillo became an Avery Dennison Certified Wrap Installer (CWI) in 2015. His manufacturer training taught him from the get-go that executing a quality vehicle wrap meant focusing on fundamentals that don’t typically get boosted by the algorithms: preparation, surface management, material control, sequencing and patience with the complex geometries of many modern vehicles. These fundamentals became the foundation of Trujillo’s approach to the craft.
The attention to detail paid off. With an Avery Dennison CWI and other manufacturer certifications under his belt, Trujillo was invited to show off his talents in live demos at the SEMA Show and other major industry gatherings. He also took part in timed wrap-off competitions and collaborated with material distributors to test wrap films.
WORKING RELATIONSHIPS
The high-profile appearances confirmed Trujillo’s growing reputation, as installers are typically invited to participate based on their technical credibility, consistency and peer recognition. They also highlighted his ability to pass on his knowledge.
“Around 2021, Avery Denison brought me on to be a trainer for North America,” says Trujillo. “At the time, they had three trainers. So, I ended up being the fourth. I already had a great relationship with Avery Dennison. But it just really blossomed and developed from there.”
Since then, Trujillo’s led approximately 20 Avery Dennison classes per year. A class holds up to 14 students, so he’s trained thousands of installers. His most gratifying moments are when students who had been making subtle technical mistakes discover the value of focusing on the fundamentals.
“The biggest thing I enjoy is seeing that light bulb go off in the student’s face,” Trujillo says. “It’s that moment when they realize, ‘Oh my goodness, I’ve been doing this wrong for so long. This class was really worth it.’”
As Trujillo’s wrapping career has evolved, so has Lettering Express (letteringexpress.com). He and Jill have grown the company by discovering and doubling-down on what their team does exceptionally well: branded fleet wraps, vehicle color change and restyling, signage, merch and apparel.
“Over the years, I’ve always asked the question, ‘If we have 20 things on the menu, how many of those things are we really good at and are really valued by the customer?’” Trujillo asks. “We realized that we maybe could do all of those 20 things at a great level, but were only exceptional at maybe six or seven of them. So, basically, we leaned into those six or seven services and, over time, got rid of the rest. We became hyper-focused on what we like to do and do exceptionally well, what makes us money and what the customer really enjoys and wants.”
The specialization has involved reducing staff by more than half since 2019. Trujillo stresses that the reduction has happened through natural attrition, as team members moved on to other opportunities.
He also notes that today’s team—focused on fewer, higher-impact services—is driving the same revenue as the larger team of the past.
Trujillo’s advice for those starting out? Real education is crucial.
“A lot of what’s on social media is just smoke and mirrors,” he says. “They (wrapping influencers) move too fast. It’s like if they were going up flights of stairs, they’d be going from floor one to floor four without stopping at two and three. It’s just not possible.”
The process, he believes, takes time.
“Get yourself into a class by Avery Dennison or any other major manufacturer. Then put your head down and don’t try to conquer the world overnight. Maybe you can conquer your neighborhood, but let’s do it in small bites.”
