Specialty Fabrics Review March 2020 - 42

The growing variety
of brand components
creates challenges,
but opportunities
as well.

"In some cases, just a few of the
sponsors change year over year. We set up
the system graphics so that we can replace
just one logo and not have to reprint
a giant section," says Katherine. "For
example, if we're putting dates on things,
we're putting the dates in places where we
know the client is likely going to reprint
and we're not putting dates on larger, more
costly activations. We're being strategic in
the design approach to reduce costs and
make budget planning easier."
The growing variety of brand
components creates challenges, but
opportunities as well.
"Print is great, and it's our bread
and butter," says Mike Dudek, senior
designer at Britten Inc., a Traverse City,
Mich.-based creative production house
that provides customers with innovative
signage, displays and event branding.
"But we love to use different forms to

create complete solutions, whether it's
3D signage or foam sculptures people
can take selfies in front of."
FABRIC GROWS AS PRINT CHOICE
In the world of wide-format printing,
change also has come from the materials
being printed and the ink that's being used.
Schleicher says a significant part of
her job is keeping up with evolving ink
technology and making sure Ultraflex
has the materials to cover that full gamut,
especially as solvent printing has given way
to latex printing "and now the big push
toward dye-sublimation."
"Printing with latex covers a wide
range of materials," she says. "You can do
PVC, mesh and wallpapers but also have
the ability to print on some softer fabric.
You can get close to dye-sub without
transitioning to that type of technology.
Dye-sub takes space, time and money,

These stadium graphics were created
by Britten Inc. The use of such graphics
has grown to highlight team sponsors.
Photo: Britten Inc.

42 REVIEW MARCH 2020

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Specialty Fabrics Review March 2020

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