04/08/2026
Our founder, Brent Williams, has over 45 years of experience with architectural finishes. Check out his featured work in the WrapFam Unleashed issue for April. Let us know what you think!
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Brent Williams has spent decades working around surface technologies, and his take on architectural finishes is hard to ignore. What a lot of shops still think of as decorative film is being used as a full refinishing system, especially in environments where ripping everything out just doesn’t make sense.
The shift is less about the material and more about how it’s sold. If you’re only thinking in terms of film, you’re stuck in one job at a time. If you start looking at surfaces as things that can be renewed in place, doors, elevator interiors, wall panels, and casework, you start seeing how much work is already sitting in front of you.
The difference comes down to ex*****on, too. If it looks applied, the value drops. If it looks like the original material, the conversation changes completely.
Read the full breakdown here: https://rebrand.ly/WFUApril26
When you’re on a job, are you still looking at it as one install, or are you scanning the whole space for what could be refinished?