From Traditional Print to Digital the Smart Way

As everyone knows, we are in the midst of a reinvention of how people find and disseminate information. Adding value to the process are printing firms that are engaged in an equally challenging timeframe of reinvention.

Value engineering, as some call it, is a worthy pursuit in the hands of those who know where a market is headed and help it get there. One such example is HB Digital Arts & Blueprint, Inc.

HB Digital

Started as a printing company in 1962, it grew into what might be termed a “full-service graphics and printing company.” Nothing special so far. At that time, its product was the printing of ammonia-based blueprints for the building industry. OK, thatʼs a bit more specialized.

But as time went by, there was a need for more sales and that demanded offering more services to more clients. Slowly but surely the company added a digital dimension so that today it is fully digital with both small- and large-format color capabilities. Nice, but again nothing to really break through the clutter of the many other printers with similar print capabilities.

So what made the difference for this printing company? Its newly installed design and marketing team—not its print capabilities! Over the past three decades, HB has assisted countless companies with design and printing services. A few years back it began a brand marketing campaign, “Wow Cow” Carmen Mooranda. Carmen’s likeness (above) appears on everything from the company’s business cards to its front window decals and delivery vehicles. Along with winning several creative awards for promotion pieces, HB Digital has kept a sustained growth position in its marketplace.

Anyone in the hot seat of growing a printing company would say WOW! and congratulations for a truly creative reinvention.

Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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