Diversification Opportunities -- Getting Creative, By Design
"By entering the creative arena, we can offer clients a more elegant solution," Szillies explains. "Now that we have a comprehensive creative entity, we can—right from the beginning—consult with them to show which direction a creative project should take to most effectively integrate into the back end. That's our value-added proposition."
LAgraphico can now avoid the pitfalls of poor integration. When the printer settled into its new facility more than six months ago, Midnight Oil Creative was situated in a separate part of the building, detached from the print component. Midnight Oil began slowly, with one creative director and one graphic designer. There are now five full-time employees at Midnight Oil, a figure that occasionally swells to 10. The entire team is a collection of outside hired guns: conceptually gifted artists. The financial outlay was less than the purchase of a basic sheetfed press, Szillies points out.
"It is certainly something that—if done in a precise, logical, progressive fashion—can be accomplished without a major financial commitment," he says. "In the great scheme of things, it is not that big of deal for a printer to establish the physical requirements for a creative entity."
The integration and resulting workflow have created a trickle-down effect for LAgraphico. The client is secured at the conceptual level and is thus more inclined to keep the project with LAgraphico all the way through to product realization. A degree of redundancy is also eliminated because LAgraphico streamlines the process and shortens the turnaround time with the final product in mind.
"If a campaign for a video release of a particular movie can hit the streets three days earlier than under normal circumstances, this presents incredible financial benefit to the client," he says. "That's the sales and marketing aspect of it. LAgraphico, as a printer, certainly has benefited from it."