Like moving billboards, vehicle wraps are gaining ground among marketers looking to make a visual impact with their campaigns. One company that is at the forefront in developing these applications for customers is Beyond Digital Imaging of Markham, Ont., Canada.
Since its establishment in 1998, Beyond Digital Imaging has become one of the largest graphic printing companies in North America with a full range of digital printing technologies. The company's 70 employees create leading-edge marketing materials for advertising and design firms, retailers, sign companies and trade shows. One of Beyond Digital's most prominent customers is NASCAR Canada, which operates multiple auto racing sports events throughout the country.
As an Official Partner of NASCAR Canada, Beyond Digital Imaging creates vehicle wraps and banners for the organisation on an ongoing basis. For example, when creating wraps for individual teams using HP printing technology in conjunction with media from 3M, the company produces up to 10 prints per car, per race due to the high-risk potential for damage. Beyond Digital Imaging showcased an example of its work with NASCAR Canada at the 2009 Auto Show in Toronto, where auto enthusiasts were able to see first-hand the cars wrapped by Beyond Digital Imaging and powered by HP technology. The wraps were produced using HP's Designjet L65500 printer.
In late 2008, Beyond Digital Imaging wanted to find a new printing solution that offered outdoor and indoor application versatility with print-quality and display permanence comparable to low-solvent printers. It also wanted to reduce the impact of printing on the environment, improve production turnaround time and boost productivity. A long-time HP customer, the company selected the six-colour HP Designjet L65500 printing system featuring HP Latex Inks.
„This Latex printer from HP offers very high print quality and offered environmentally friendly ink with no odour. The prints now approach photographic quality," says Larry Chan, president, Beyond Digital Imaging. „The colour produced is absolutely brilliant. It's vibrant and UV resistant for both indoor and outdoor use without lamination or coating. The HP Designjet L65500 is able to produce the most vibrant, rock-solid vehicle wraps for customers like NASCAR Canada."
With the HP Designjet L65500, Beyond Digital Imaging is able to print rich, saturated colours and deliver applications that impress, from outdoor banners to POP displays. HP Latex prints provide many of the benefits of solvent-ink technology without imposing typical environmental, health and safety considerations. Odourless prints1 produced with HP Latex Inks emit extremely low levels of volatile organic compounds. There is no special ventilation required to meet occupational exposure limits and there are no requirements for air discharge permitting2, facilitating an improved printing environment. HP Latex Inks also achieve up to three years display permanence un-laminated, five years laminated and provide scratch, smudge, and water resistance compared to low solvent inks.
The HP Designjet L65500 has helped to improve the work environment for Beyond Digital Imaging's staff. „We have one of the best ventilation systems available but despite best efforts, solvent ink and smell are heavy at times when a few of the solvent printers are on," says Chan. „With the Designjet L65500, there is no smell and no extra ventilation required, which helps to improve overall working conditions."
Since installing the HP Designjet L65500, the company has been able to secure new business opportunities by offering new applications. It is using HP's technology to develop large building wraps, wrap race cars and print numerous retail campaigns on short notice. The company also prints lenticular 3D projects, a multi-step process consisting of creating a lenticular image from at least two existing images to create various frames of animation for a motion effect.
For example, one of the company's recent projects with the HP Designjet L65500 required a sizable back lit „earth" image printed for a high end clothing retail customer in New York. Various printers in both the US and Canada had tried and could not meet the customer's expectations when it came to quality. It used the HP Designjet L65500 to provide a level of print quality that wasn't possible before - a key selling feature for new and existing customers.
Beyond Digital Imaging is also using the HP Designjet L65500 to wrap a series of vehicles and an interactive tractor and trailer to support the 2010 Winter Olympics Torch run which is travelling across Canada.
„We've been able to generate new business as a result of installing the L65500," says Chan. „In the area of vehicle graphics, this printer provides some stunning results that have ‚awed' quite a few of our existing customers...and we always tell people the environmental benefits of the printer and our customers seem happy about it. I think they are happy they are getting the quality and price they are looking for, and that it is environmentally friendly."
With a total of 15 other HP printing systems, the company now has a full range of graphic capabilities including the HP Scitex TJ8550, the HP Scitex XL1500 and other HP Designjet printer models.
„HP is a rock solid company with the fullest range of digital print technologies than any other print manufacturer," says Chan. „They also have a very professional and knowledgeable staff to support any difficulties or concerns we may have."
1 Printers using HP Latex Inks use internal heaters to dry and cure the latex polymer film. Some substrates may have inherent odour.
2 Special ventilation is not required to meet US OSHA requirements on occupational exposure to VOCs from HP Latex Inks. Ventilation equipment installation is at the discretion of the customer-no specific HP recommendation is intended. Typically no air discharge permitting required with inks that emit extremely low levels of VOCs. Customers should consult state and local requirements and regulations.
