Every spring Universities across the country conclude classes and recognize the outstanding achievement of students who have completed their degrees. The festivities are marked by distinguished speakers, diplomas, and (of course) flying mortarboards. As many graduation ceremonies are steeped in tradition and a display of school spirit, the aesthetics of the event are of key concern to event planners and spectators. Often times, graduation events are tremendously large in scope as graduation classes can be big. One challenge in this case is to find a way to decorate the graduation event, dressing it up for the occasion. The recent high-profile graduation ceremony at Arizona State University demonstrates just what can be done to maximize the appearance of the event.

To every graduate completing a degree of study, their graduation ceremony always is momentous. To the graduating class of 2009 from Arizona State University, the event seemed even more special with President Barack Obama as the commencement speaker. Attendance for the graduation ceremonies was expected to be very high. At 63,000, ASU needed a venue to accommodate the big event. With that in mind, the University’s football stadium was selected and plans were drawn up to decorate the stadium in a sea of maroon and gold.

For such a large venue, there were many areas to cover up with graphics and color. Because the stadium plays host to numerous events, there were little permanent graphics in place that would be suitable for a graduation ceremony. Event planners and creative directors faced large hurdles in covering over a thousand feet of plain concrete and metal fascia with the schools colors, fitting the perimeter fencing on the field with hundreds of feet of colorful graphics, spreading color over thousands of square feet of stadium seats, covering huge billboard spots with congratulatory messages, and the placement of dozens of directional signs to guide the large crowd of attendees and graduates into the stadium. This was no small assignment.

What the event planners for the ASU graduation needed was large-scale production of graphics with seamless integration onto the numerous and diverse locations both inside and outside the stadium. To add even more pressure to the job, preparations for the event were expected to be completed within two weeks including measuring, producing, and installing all the different signs and graphics.

How could such obstacles be overcome to deliver an environment that lived up to the prestige of the event itself? The creative directors of the event quickly realized that for a job of this scale and with this kind of impetus, they would need massive large format graphics including large vinyl mesh prints, solid vinyl, board signs, and adhesive signs.

For large jobs and outdoor events where weather is a factor, vinyl mesh is the perfect kind of material to use as it maintains vibrant color while allowing for airflow through the material. It is also very cost effective to use vinyl mesh for large runs since the cost per square foot of material drops. Vinyl mesh was used for the field-level fence mesh. Large panels of this material were also used to cover sponsorship panels and a giant amplifier. With grommets and seams around the edges, the prints were extra durable and easy to install.

Covering the stadium seats posed a special challenge not just for Big Ben but also for the creative directors. The problem faced was one of coverage as well as appearance. With over 20,000 square feet of empty seats, there was a big hole in the stadium that desperately needed some kind of color to match the surroundings. Big Ben worked with the creative directors to create a colorful, yet cost-effective solution: use of solid vinyl mesh seamed together to conform to the dimensions of the seating sections. With a crew of four people, the massive seat covers were draped into place and fastened tight to diminish wrinkles. Although the seat covers didn’t contain any graphics, the use of them demonstrates how a vast expanse of space can be covered in color to complete a transformation by using vinyl substrates and large format production methods of seaming and grommeting to provide all the finishing touches.

With the seat kills in place, the stadium was only halfway complete; some of the most important surfaces remained un-covered. Turning an eye up toward the upper deck of the stadium, one would notice the dull metal fascia contrasting sharply with the sleek graphics placed at the lower levels of the stadium. For the graduation event, this would simply not do. In addition, there were many lightboxes with sponsor graphics which needed to be covered. Because the the creative directors wanted a smooth material with a solid front, Big Ben elected to use solid vinyl prints of maroon and gold to match the schools colors. Installation for the metal coverings would be difficult since the surface wasn’t smooth like some of the other billboard spots in the stadium were. Making the appearance seamless was important for the creative directors, so careful detail had to be paid to installation. Once completed however, the graphics conformed nicely with the signage and banners that had been installed elsewhere in the stadium for the event.

With graduation day literally hours away, the stadium had been completely transformed from an environment suited for college football to a venue ready to host a high-profile graduation. The completion of such a wide-scale project demonstrates the effectiveness of large format printing and the power of large scale graphics to facilitate the roll-out of a grand event. Indeed this is where huge signage like fence wraps, billboards, and outdoor banners can prove their value: fast application, sleek appearance, and big coverage.

As for the event itself, the graphics proved to be a colorful backdrop for a very memorable event. Attendees to the event no doubt had a great impression of what the Arizona Republic Called a “Sun Devil Stadium extravaganza” (http://www.azcentral.com/community/chandler/articles/2009/05/13/20090513commence-obama0513.html).

Wowing event attendees and contributing to the buzz surrounding an event are two things that large format graphics can do very well. Large format printing is indeed the ultimate transformational device for any environment in need of color.

 Print This Post

Branding is a very important aspect of all businesses as brand images are, essentially, nameplates for businesses in the marketplace. Indeed, according to the Kellogg Business School Book Kellogg on Marketing, brands have come to be very significant to consumers allowing them to make associations that ultimately lead to a decision: “in many product categories, the brand name, rather than the product, is now the primary basis for choosing one product over another.” (Tybout & Carpenter, 75). Markets are often so huge today that companies must employ a variety of different vehicles to portray their brand image to consumers. With such huge markets, how can businesses make sure their brand is portrayed consistently and in a manner deemed conducive to growth? Large format print media, along with other forms of advertising, can help companies maximize the reach of their messages.

Tastes and expectations can be extremely diverse in today’s marketplace. Furthermore, the speed with which people travel today is unprecedented. Consumers move from place to place and often times are exposed to hundreds of different ads in one day. Advertising mediums are also diverse and there are many different areas that a company should think about in presenting their brand image and message to their market. Companies should be mindful of all these things when considering how they want to portray their brand image to their consumers.

Large format printing can assist companies who are undertaking massive branding and advertising campaigns. Delta, who recently bought Northwest Airlines, faced a challenge in implementing their new logo and brand into all the airports where Northwest had a presence. To cover all the crucial areas in the airports they served, Delta partnered with their large format print suppliers to produce signs and decals at gates, ticket counters, check-in, loading bridges and curbside areas along with other airport signage. The transition has been remarkable so far with Delta re-branding some airports in as little as one night.

On a national-scope, the need to maintain brand integrity within advertising campaigns is also crucial. Because national campaigns are so large in scope, it becomes even more necessary for companies to use a consistent image and message to make positive impacts on consumers. U.S. Airways wanted a way to promote the fact that they were the number one on-time airline in 2008. They decided to use a series of 8′ x 4′ vinyl banners placed behind ticket counters and at passenger gates to promote their supremacy in punctuality. The airline has relied on large format printing in the past to brand the airports they serve and have observed excellent results.

Whether for quick branding campaigns or nationwide rollouts, large format printing is a popular medium for companies to use. Campaigns that utilize large format products such as banners, billboards, board signs, and wall murals can be agile, impactful, and cost-effective. Companies are realizing these features of large format and rolling them into their overall advertising plans.

Here are some of the ways in which large format printing can assist companies in their branding and advertising campaigns:
-Diverse types of materials and large format print products allow companies to use traditional advertising mediums (such as billboards and transit graphics) with nuanced print mediums (such as digital die-cut graphics and huge building wraps) to consistently present their brand while leaving a lasting impact on consumers.
-Grand scale of large format creates opportunities for companies to reach wide swaths of the market from many different corners (from fleet and vehicle graphics to massive building wraps spanning the entire height of a skyscraper
-Quick installation and durable materials allow companies to be agile with their campaign roll-outs on huge national scales.
-Digital process allows companies to vary the message they are presenting and “localize it” to a particular market without incurring exorbitant costs. A digital process allows for customization while other forms of production don’t do so as cheaply.

 Print This Post

Building wraps have long been considered a way in which businesses and marketing agencies can make huge impacts on pedestrians and drivers in high-profile areas. The woes of the economy, however, have highlighted a new reason for placing these gigantic billboards on the sides of high-rise buildings: they have cost-advantages to traditional advertising.

Wide Format Imaging had an article recently about a giant building wrap in Las Vegas that has been generating a lot of buzz. With a location that puts it in the middle of the strip in a highly trafficked area, the Flamingo has begin covering its hotel tower with advertisements for various shows and special events that the hotel hosts. The hotel is not alone, however, as many other resorts in Las Vegas have been using building graphics on their hotel towers and other large-scale attractions to maximize their advertising space and execute eye-catching marketing campaigns.

In larger cities, wraps make more economic and marketing sense as TV and newspaper advertising lose their appeal. Assuming that the proper location is selected (proper being somewhere a company feels they will reach their primary demographic or hit a large section of the market), building wraps can make millions of impressions, more than other types of advertising might allow a firm to make. With positioning in the right areas, a building graphic can be hard to miss with booming graphics and in-your-face text that gain much more attention than a black-and-white newspaper ad might garner.

The cost-benefits of wrapping a building even in the short term cannot be ignored. Marketing agencies are realizing that building wraps come with many advantages at a fraction of the cost of TV spots and traditional print advertising. Large building graphics cannot be turned off, have a relatively long display life, and are unique enough that they garner attention without blending into all the noise. Even allowing for installation, the cost is still lower than many other forms of advertising and is often more than offset by the revenues this advertising helps to generate.

Furthermore, rewards reaped from using a building wrap can be great indeed. Benefits can be instantly recognized after a new graphic is draped from the sides of a building. Comedian magician Nathan Burton told the Las Vegas Review Journal that “ticket sales went up 30 percent overnight once the [building] wrap went up”. It would appear that companies are realizing the grand scale achieveable by a building wrap and the positive role it can play in increasing the effectiveness of marketing campaigns. Ziki Kuly the director and GM of large format industrial solutions at Hewlett-Packard North America said in the Digital Output article that “we estimate that the building wrap market will grow 15 percent between 2006 and 2010,”.

With many different applications, building wraps are serving more than just advertising purposes. Retail stores are using them during construction and re-development to “dress-up” their storefronts. Sports teams and universities are using building wraps as scenic graphics on the exteriors of their stadiums. State and local governments as well as non-profits are using building wraps as part of campaigns to increase public awareness about social issues. The major draw is that building graphics are nuanced and powerful ways to reach a very big audience without spending a fortune on traditional media.

Due to the innovations of materials manufacturers, building wraps are also more flexible in the options they afford to purchasers. Graphics can be placed over windows without obstructing the view from inside and they can cover stone and bricks and still adhere to the surface without coming loose. With such diverse options, marketing agencies and companies don’t have to worry about being restricted to walls or overhangs when they are designing a graphic. Additionally, because machines can print wider than ever before, the sizes allowable are virtually limitless. Yes in this case, bigger is definitely better.

In this down economy, companies are looking for cost-effective ways to advertise that will also generate a lot of buzz and pull a positive response from potential customers. Building wraps, with their soaring spectrums of big color and vibrant graphics that jump out from the sides of towering skyscrapers, are becoming the medium of choice for high-impact campaigns. These types of graphics have the dual ability to wow and save on advertising money. Furthermore, building wraps are not something that can be turned off so easily by the viewing audience and they bring the potential of making millions of impressions.

For many marketing agencies and businesses, the sky is the limit.

 Print This Post

According to a recent Digital Output article, retail stores are becoming greater users of flatbed printers as they demand faster turnarounds for their graphics and custom designs for different stores. These are some of the main benefits of flatbed printers and they can be put to work by designers to customize and brand environments with vibrant color and vivid graphics to complement the design of the store and reinforce the brand. It isn’t just retail stores, however, that are realizing the advantages of customized graphics printed on a variety of different substrates with the option of customized cutting. Indeed, the very fact that flatbed printers can print on a variety of different substrates is very attractive to businesses, museums, restaurants, and special event coordinators. Because of this new popularity across a group of sectors, flatbed printers are becoming a large format mainstay for environmental and unique signage projects in particular.

The traditional method for producing most board signs and display graphics has been screen printing. While such methods of printing have proven effective for large-run quantities in excess of 100 copies, this method of printing is increasingly falling out of favor as companies demand smaller quantities and more customized graphics. In the case of retail stores, these custom graphics allow companies to more effectively cater to specific markets while distinguishing certain store locations from others. For businesses in other industries, the diversity of substrates available on a flatbed printer along with the high-degree of quality that can be achieved with digital printing give companies opportunities to create unique displays and marketing pieces. It is the quality and application possibilities that make flatbed printers truly valuable in a variety of scenarios.

With direct print-to-substrate capabilities, integrated vacuum system, and wide printable areas often reaching 10′, the chief advantage of flatbed printers is the versatility of their applications. Whether on rigid media including coroplast, di-bond, plexiglas or on rolled media like canvas or paper, flatbed printers excel in ways that screen printers have a hard time imitating or even meeting. With a wide array of substrates to choose from, businesses have the freedom to customize their signs and displays to specific locations in order to maximize marketing and branding campaigns. As a result of this customization, businesses can increase buzz and draw further attention to their brand driving sales, foot traffic, and increasing the effectiveness of customer service.

A recent example of how a business created buzz in one of their campaigns by utilizing unique board signage is evident in this month’s edition of The Big Picture magazine. A retailer, Cincinnati Bell Wireless, wanted to decorate the interiors of their 18 stores with promotional graphics and customized P.O.P. signage ahead of Christmas. The wireless retailer wanted to quickly brand their stores but knew that each store required a different set of graphics with various designs and at different sizes. With fast turnaround required, the print provider for this specific project utilized their flatbed printer to print all of the graphics. As a result of the fast turnaround, Cincinnati Bell Wireless was able to get the promotional signage they needed in place just in time to make a big impact on Christmas sales

Flatbed printers also bring significant cost-savings for sign shops which translates into lower prices for printing on substrates across all categories. The areas where cost-savings originate are evident when you examine the features of flatbed printers. At lower quantity runs, flatbed printers is cheaper screen printing and other forms of non-digital printing because flatbed printers don’t require the added step of plate-making. Instead, art files are sent directly to the printer for processing. Additionally, flatbed printers are more cost-effective than some other digital printers in that they combine the process of printing and mounting into one. Prior to the usage of flatbed printers, many shops had to resort to using a sheet-fed inkjet printer and using other methods to mount graphics onto boards. This process is error-prone and costly. It also limits the choice of substrates available to customers to one or two adhesive type materials. A final cost-advantage of flatbed printers over other sign and banner printing methods is that they can easily be integrated with the finishing phase. Customized routing and cutting provided by a digital router such as the i-Cut can cut costs even more through the reduction of labor time and re-prints due to mistakes.

It is for the reasons of increased market demand, lower costs, and increased business opportunities that large format shops are increasingly adding flatbed printers to their facilities. When looking at the revenues brought in by manufacturers of large format equipment, the full picture of how the industry is changing is evident: UV-Inkjet flatbed printers are forecasted to generate over $3.7 billion worth of revenue for manufacturers by 2012. In response to this rapid growth in demand for flatbed printers, materials manufacturers and auxiliary equipment makers are ramping up operations to offer new types of substrates and machinery to complement the capabilities of the flatbed printer. New materials including films, wood, and metallics are being created by a whole slew of companies, opening up new print options for large format print firms and their customers. With so many options available to offer, large format print firms are working in direct consultation with their customers to produce truly customized solutions to meet the most direct needs. This increased consultation is in direct contrast to what has often happened between large format printers and their customers where less-than-ideal solutions (i.e. non-custom) solutions were crafted for a wide sloth of customers.

Flatbed printers are bursting onto the large format industry stage and gathering a lot of attention from print firms. The media produced by these printers is truly nuanced and can bring many benefits to businesses including fast production turnarounds, customization, and high-quality output. With the latitude brought by flatbed printers, large format firms are now able to work in concert with their customers to find optimal signage and display solutions that can be tailored to fit the needs of the business right down to individual storefronts or locations. Businesses benefit from this flexibility because they can strengthen their brand while targeting their marketing efforts to specific segments and for particular products. As the associated technology continues to advance and creative departments continue to push the design envelope with what kinds of signage and graphics they can have produced, applications and projects that flow into the marketplace will continue to get more interesting.

 Print This Post

Welcome to the bigbenblog the online informational hub for all things large format! On these pages and in these posts you will find an extension of large format knowledge from all the large format gurus at Big Ben Jumbo Graphics. We offer these pieces of information to you in order to guide you through the world of large format and show you creative and valuable ways that large print media such as building wraps, environmental signage, cutouts, and window graphics can be put to work to accomplish a variety of goals.

The categories include sections that serve to demonstrate and inspire. Different articles will offer information on how to use large format to increase business revenues (articles appearing in the “Using large format to improve business” category) while other articles will aim to “shock the conscious” with off-the-wall large format projects and applications (articles under the “Unique projects and applications” heading). In fact, there is something for everyone on the bigbenblog and we are sure you will find information that is both entertaining and useful.

Across the various categories we hope that you realize the underlying theme of large format defined. With our years of experience and exposure to numerous large format projects of all shapes and sizes (and yes we mean all sizes), we feel like we define large format. Big Ben has a vast array of knowledge that can come in handy in helping our clients and prospective clients solve various problems with large format print media.

We invite you to see the world through the lens of large format and see how Big Ben has accentuated all forms of large format be it miles and miles of fence graphics or dozens of gigantic football players intricately cutout. Happy reading on the bigbenblog!

 Print This Post