Work of Art

Evoke Aviation is an aircraft paint facility owned by Jonathan McCormick in Gadsden, Alabama. McCormick and his team perform high-end paint jobs on experimental aircraft that take homebuilders out of the dream-like, sometimes nightmarish, build phase and into the next chapter—reality.

Imagine being past the hard part and turning your nearly finished airplane over to McCormick and his well-trained staff to put the cherry red on your sundae. Finally, it’s time to fly—and turn some heads.

What started as a desire to offer more elaborate schemes has since become Evoke Aviation and Evoke Aircraft Design, the graphic design portion of the business. Evoke’s portfolio includes more than 50 EAA AirVenture award-winning homebuilts, such as Steve Thorne’s (“Flight Chops” on YouTube) Van’s RV-14.

“I would say our customers are people who want to be able to show off a little bit of their personality,” McCormick said.

When meeting the Evoke team at AirVenture in Oshkosh, Wisconsin, I was greeted by youthful faces and tattooed limbs. These folks looked like me, and I was excited to learn about additional career opportunities in aviation. There are more obvious routes, such as becoming a mechanic or delving into engineering or marketing, but graphic design was something I’d never really thought about, let alone aircraft painting.

“It’s very cool to be able to not only design the airplane, but work in a facility on-site where that design is then put on the airplane, and you can have input as it’s all being created and basically coming to life,” McCormick said. “I think it’s a very cool niche for the designers to get into.”

The Prep

McCormick was able to establish the foundation for what would become his own design company and paint shop—located at Northeast Alabama Regional Airport (KGAD)—by aiming to fill a need and taking every necessary step to do so. He’s always been entrepreneurial. He started a DJ business in high school that he worked all throughout college, where he studied auto collision repair. He knew that focus would be a gateway to custom painting.

After graduating with a technical certificate, he landed a job at International Jets, an aircraft paint facility in Gadsden. He fell in love with airplanes and worked to fine-tune his skill during a time when paint schemes weren’t all that exciting.

“I always knew that I could do better,” he said. “I was always so frustrated by what I was painting, and I just knew I could create better designs. And so that’s where the idea started.”

Around 2011, work sent McCormick to Nigeria for a year to manage a project. During his downtime he created a business plan for his own design company, Plane Schemer, which was rebranded to Evoke Aircraft Design in 2021 to better align with his paint shop, Evoke Aviation. Upon his return, he launched a website and put together enough money for a booth at the Sun ’n Fun Aerospace Expo in Lakeland, Florida. He didn’t have a lot of designs to show, but was able to persuade a few people to work with him. Shortly after, he was able to quit his day job of painting airplanes and focus on building his own brand.

A few years later, International Jets went out of business, and McCormick acquired its hangar, allowing him to offer not only schemes but paint jobs as well. Now with complete control over the quality of the finished product, he could focus on taking Evoke paint jobs to the next level by using the highest quality materials and procedures.

“The majority of our labor hours goes into the body work and the prep and getting it ready for paint, and actually the paint is one of the easiest parts,” he said. “So 65 percent of the budget goes into the actual prepping of the airplane, and then the rest of it goes into the paint and the finish work and the reassembly.”

The Primer

McCormick manages 20 employees across both businesses—five designers and the rest paint-and-body-work technicians. He said he hires people who take pride in their work and want to do better for themselves. That positive company culture has attracted capable employees who produce quality work, and McCormick feels this is what has allowed his business to grow so quickly.

As with every aviation business, hiring and retention has proven difficult at times, so Evoke does a lot of recruiting to combat those challenges. This is the main reason its employee average age is low. Additionally, McCormick believes it’s easier to hire and train from scratch, rather than try to retrain experienced designers and technicians.

“We can teach exactly the way we want everything done from the very beginning, and there’s no bad habits to get rid of,” he said.

Sammy Davis, one of McCormick’s first employees, now serves as Evoke’s senior designer. Davis set out to study graphic design in college but switched her major from art to business after her first year.

She was originally hired to help from a business standpoint as she not only majored in it but had interned at a software and systems engineering company, where she absorbed a lot of valuable information that would help make Evoke scalable for the future. Davis went to Sun ’n Fun with McCormick for his big debut and got to ride in an Aero L-39 Albatros.

“That was my first-ever plane ride, and I was like, ‘OK, I would like to be a part of this, please,’” said Davis, noting the Lakeland trip served as her introduction to aviation and she is now the only pilot on the Evoke staff.

Due to an increase in sales and McCormick being pulled in different directions, Davis decided to learn scheme design. She said she watched McCormick and asked a lot of questions.

“You have to be patient and a little bit hardheaded,” she said.

Davis pointed out that repetition was key, and eventually she got the green light to start working with clients. She’s been at it for seven years, but said a lot has changed in that time.

“Schemes back then were not as elaborate as they are now for the most part because the trend hadn’t quite kicked off yet,” she said. “So back then it was just like, OK, well here’s a really simple prompt, maybe a two-tone. Someone wants a white base and like a red bottom with a stripe in the middle. OK, well that’s easy enough. You do that and then you send it off to them, you do your edits, and then you try a top view. OK, well now you try the wings, and you would think something shaped as a rectangle wouldn’t be as challenging as it is, but there’s a lot of curves and 3D forms to think about.”

Customers initiate the design process by filling out a survey that covers preferred styles, colors, and paint finishes. They are also asked to send in reference photos of what they like. In addition, it’s helpful if designers know at what stage their customer is at in their build and what their mission is—do they want to win an award, or are they looking for something more practical? The designers work with their clients, whether it be over the phone, through Zoom calls, or in person, to finalize the scheme. This can take weeks, months, or years, and sometimes upward of 50 renderings to complete.

At any given time, designers can host a Zoom meeting with their client to talk through design changes. Both Davis and McCormick called this a fun activity because clients are impressed by how quickly Evoke’s designers can make changes—since they know all the shortcuts—and it’s exciting for the customer to see them carve out their airplane’s final form. Customers can also invite friends and family to join. Screen sharing also saves Evoke a lot of phone calls.

“You can cut down so much time,” Davis said. “You can cut down weeks of back-and-forth by doing a Zoom session, honestly. Because they can see their ideas in real time, and they can visualize it, and they can also ask technical questions that they might not think of when they’re dialing a response back.”

Evoke also reduced the number of checkup phone calls it receives by developing an online portal for customers to track lead times.

“Once you initiate a design with us, you get on the paint schedule, you get a Signature Series number assigned to you, and then as the airplanes are completed, we have an online portal that you sign into,” McCormick said. “It has your number, where you’re at in line, what your current wait time and estimated drop-off date is, and then you can also see the planes that are in progress, and you see the planes as they’re being finished. So it’s like this interactive system that you have access to once you get on the schedule.”

The Paint

Dakota Jennings, another one of McCormick’s first hires, works as a paint technician, having gotten his start studying auto collision repair, just like McCormick. Jennings was able to perfect his craft under McCormick’s tutelage, working through unfamiliar tasks diligently until he got it right.

“He showed me how he does it, and then he let me do it,” Jennings said. “He never wanted to do it for me. And once I get it, I’ve always got it,”

Jennings enjoys everything about his job, from hand-striping lines to creating his own colors for fades. Like many of the other team members, he fell in love with aviation and was excited to tell his college peers he works on airplanes.

“It was like my calling to be in the aviation industry,” he said. “I really could be doing something else, but I really enjoy being here and being…I guess you could call it an artist.”

When asked what makes a good aircraft painter, McCormick said it’s all about a strong skill set rather than just having the right tools.

“I believe that to paint to the quality that we’re doing is a 100 percent skill,” he said. “At Oshkosh I do a seminar and I tell exactly how we do every single step of our paint process. There’s no secrets. There’s nothing proprietary about the way we do things. We just do everything to a degree and with the skill set that is almost impossible to replicate without having the team of people we’ve been able to build and put together here.”

The Finished Product

Your airplane is painted. Now how do you maintain it?

Evoke has created a line of cleaning products, called the Signature Shine Series, that allows customers to take a little bit of luxury with them when they leave the facility. McCormick worked with one of his clients who owns a company that specializes in product development, manufacturing, and packaging to create the line of supplies for Evoke.

“It’s not meant to be a really big sector of our business, but it is very cool when we’re finished with an airplane to be able to continue our involvement in their paint job,” he said.

At AirVenture, Evoke brings a team to detail airplanes all week, so if your homebuilt was painted by Evoke and you fly it to Oshkosh, you’ll get the royal treatment.

Now that McCormick has built his empire, he works seven days a week to maintain it.

“Not to micromanage, but just to manage to a degree where we’re never compromising our quality,” he said. “That quality, attention to detail, and pride in what we do is the biggest reason our product has grown to become so popular.”

He’s proud to be quite involved in every aspect of the company. So how does he continue to improve?

“I think I’m intuitive, but I also try to learn from people who have done it before,” McCormick said. “It never hurts to pick up a book about business management and [study] how to communicate more effectively as a leader. It’s worth going through books, even if there’s one sentence or phrase in that entire book that becomes valuable, and it’s something you can implement in your day to day, and just stacking those skills and learning to communicate better and to be a more effective leader.”

For more information on Evoke Aviation, call 256-490-1541 or visit www.evokeaviation.com and www.evokeaircraftdesign.com.

Images: Evoke Aviation/Jonathan McCormick