Spring 2024 - 8

Getting to Know
the Custom Print Side of The Occasions Group
Designed by Vanderhorst Calligraphy, Photograph
by Aubrey Jimenez of The Three Photography
T
OG.ink brings the specialty print
services of The Occasions Group
to businesses of all sizes including
independent designers. By leveraging The
Occasions Group's large-scale print services
and processes, TOG.ink is able to offer low
minimums, competitive wholesale pricing
and top-selling product types perfect for
stationery designers. We've got brand
manager, Shanna Blomquist, to tell us more!
Q: Can you share some insights into The
Occasions Group and how it has evolved
over the years in the realm of stationery?
A: The Occasions Group has a great origin
story! In 1948, a man named Bill Carlson
started a fine stationery printing company
called Carlson Letter Service. He positioned
himself in the wholesale wedding market
and the business was very successful. A few
years later, Carlson hired a college student
named Glen Taylor whose innovative ideas
eventually earned him the role of Vice
President. Taylor purchased the company
in 1972 and changed the name to Carlson
Craft, a brand some readers may recognize!
Taylor went on to purchase many companies
and established Taylor Corporation as the
parent company. In 1998, five Taylor facilities
joined together as The Occasions Group with
a shared mission to be the preferred print
partner for life's events. The Occasions Group
works with some of the largest names in the
stationery industry. However, their large-scale
print services were not available to smallscale
businesses and freelance designers
until 2018 when TOG.ink was formed.
Q: How does The Occasions Group stay ahead
of trends, and how does that affect TOG.ink?
A: The Occasions Group has an experienced
Product Development Team and a very
talented Product Design Team. They are
constantly on the lookout for stationery trends,
but the two main product categories they're
following are wedding invitations and holiday
cards since those have always been hot sellers
in the industry. TOG.ink is able to leverage that
research. The Product Development Team
Designed by Blue Leaf Design Co.,
Photography by TOG.ink Photo Studio
will suggest new product offerings based on
design and product trends in the market. When
you shop TOG.ink, you are shopping a carefully
curated offering of custom print products that
cater to stationery designers specifically. We
don't have it all! We stay within our wheelhouse
of custom print invitations and stationery for
the most part but we did recently add some
fun giftable products to jazz things up!
Q: With the rise of digital communication,
how does The Occasions Group see physical
stationery evolving in today's business
environment, and what advantages does
it offer compared to digital alternatives?
A: What an amazing question because so
much has happened in the last twenty
years! In the business world, stationery
remains a go-to touchpoint that customers
appreciate and respect. Printed greeting
cards like holiday cards, birthday cards and
anniversary cards are a tradition we don't see
businesses pulling away from any time soon.
The same could be said for wedding invitations,
but how people purchase wedding invitations
has changed quite a bit. As you can imagine, the
industry has gone from storefronts to websites
and the number of professional wedding
invitation dealers has dropped dramatically.
The vast majority of wedding invitations are
purchased online these days and are often
digitally printed, which easily produces a variety
of beautiful yet affordable options. However,
we have seen a huge rise in custom printed
wedding invitations. Couples hire a designer to
create their wedding invitations or they create
their own and need a printer with specialty
print capabilities. Processes like letterpress, foil
stamping and thermography are very popular
on custom wedding invitations. And so TOG.ink
was created! We provide specialty print services
on a variety of cards and products all from
one website with a simple ordering process.
What has surprised me the most over the years
is the surge in boutique greeting cards and
personal stationery. Although technology never
ceases to amaze us, stationery continues to
hold a special place in our lives. I'm not sure if
ADVERTISEMENT | © 2024 Carlson Craft
Designed by Walker Carney,
Photography by TOG.ink Photo Studio
that will ever change. There may always be a
piece of us that desires the heartfelt sentiment
that comes with a beautifully printed piece.
Q: Can you share examples of successful
partnerships or projects where TOG.ink
has worked closely with designers
to create standout stationery?
A: We are so lucky to work with such an
amazing group of people. Stationery designers
are incredibly creative and they're tapped
into all the feels, which is where my heart
lives. Seeing how designers interpret a client's
wedding invitation request or how they pick
up on cultural undertones to create hilarious
lines of greeting cards is amazing. I highly
encourage readers to check out the Product
Spotlights we've published on the TOG.ink
Blog to see some personal accounts of people
who have partnered with TOG.ink. Check out
the Gallery, too. You'll find custom print pieces
from both partners and in-house designers.
It's a great way to see the variety of products
and print processes we offer at a glance.
Q: How does the company ensure that
every aspect of the process meets the
high standards expected by clients?
A: Our print press operators and production
floor crews are highly trained and skilled.
Our product development team ensures
items are quality tested before going live
to customers. It's worth noting here that
some of the specialty print processes we
offer, like foil stamping and letterpress, are
handprinted and subject to slight differences
from card to card. This is due to the historical
print process used to achieve a distinct look
and feel. We have knowledgeable customer
service representatives ready to help with
any questions and requests our customers
may have. Want a deeper impression on
your letterpress pieces? We'll work with
you! Questioning color consistency? We'll
work with you! Our goal is to create quality
custom print pieces at wholesale prices
that impress your clients and help you
make a little cha-ching at the same time!
To learn more, visit TOG.ink.
Spring 2024

Table of Contents for the Digital Edition of Spring 2024
