The print market has undergone a dramatic change in recent years with the introduction of several “Beyond CMYK” digital presses that produce much more than traditional process color. New, exciting embellishments can be added with these presses, opening up virtually unlimited design possibilities.

Designing with specialty embellishments—which can include Gold, Silver, Clear, White, Fluorescents, and gamut extension Orange, Green, or Blue—used to be reserved for large, offset print runs.

Now, thanks to advancements in digital print technology across a range of presses—specifically the array of Beyond CMYK technologies offered by Xerox—the ability to create short run digital prints with impactful embellishments is easy. These technologies make high-end print accessible to more markets and provide a compelling business opportunity to print service providers.

While the opportunity is compelling, we realized that selling the technology is not enough: Xerox must help its customers—and their designer clients—learn to create effectively for Beyond CMYK. While many are “wowed” by the potential of digital embellishment, building files that take advantage of that potential requires new thought processes and techniques.

This designer engagement would require a new, strategic focus on the creative community.

NO SURPRISE… IT STARTED WITH DESIGN

Zimmet Group knew that inspiring creatives was critical to realizing the full potential of these technologies. We helped Xerox ignite this new thinking with a series of press-specific print samples strategically designed to showcase crave-worthy embellishment techniques.

IT WAS SUPPORTED BY CREATIVE OUTREACH

Using our inspirational print samples as the centerpiece, Zimmet Group collaborated with Xerox to develop a designer-focused Beyond CMYK hub on its web site: xerox.com/creative.

This site provides designers with a go-to resource for inspirational videos, print samples, Beyond CMYK education, and creative events. It also lets designers locate a Xerox Beyond CMYK-enabled print provider in their area that can realize their vision.

Xerox also invited Zimmet Group’s designers to join in a number of events including the Xerox 2019 Stadium Open House Series, as well as Print 19. Zimmet Group’s involvement in these events gave creatives interested in Beyond CMYK a chance to speak with designers experienced in creating for it.

IT WAS BACKED WITH EDUCATION

Design Guides were developed by Zimmet Group to document best practices for a wide range of Beyond CMYK techniques per press. In many cases, design-focused How-To videos were also created and posted to Xerox’s YouTube channel, as well as to xerox.com/creative.  

A series of facilitated virtual training sessions were also developed to provide live, designer-to-designer interactions. These sessions are facilitated by Zimmet Group and link our experienced design team with those new to Beyond CMYK. Our virtual format provides demonstrations of Adobe^® Creative Cloud best practices, along with ample opportunity for discussion and interaction so designers leave ready to create.