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What Customers Want

High-Quality Rigid Substrates

By Melissa Donovan

Dymark Sign & Display, based in Rogers, AR, has a unique story. In 1987, it began as an import company, shuttling merchandise to the U.S. from countries such as Korea. In the 90s, Dymark dabbled in store supplies, leading to requests for in-store signage. At the time, many of these requests were outsourced to offset printers. However, this all changed when its first inkjet printer—an Encad—was acquired in 1999.


In 2006, Rick Ward, co-owner, Dymark, purchased its first direct-to-substrate UV printer, a Hewlett-Packard (HP) Scitex Legacy. “With UV, our capabilities expanded substantially, both application- and substrate-wise,” he explains.


In its 10,000 square foot space, which holds a full-time staff of ten, Dymark houses two HP Scitex Legacies, an HP Scitex FB910, HP Scitex FB950, HP Scitex FB700, HP Designjet L65500, and HP Designjet L25500.


With no substantial marketing budget, all promotion is based on word of month. A client list ranges from a local housewife needing garage sale signage to high-profile, in-store graphics for Walmart and Frito-Lay. The company also accepts work from other printers.


Dymark focuses on the customer, with a specialty in “short-run get-it-done-now,” according to Ward. They serve the 48 continental states regularly, and have worked internationally with companies in England and South America. If a customer has a need, the print shop fills it—within their capabilities. Since Dymark made the plunge into UV, they are capable of printing on over 100 different substrates.


With their newest acquisition, an HP Scitex FB700 98-inch UV flatbed printer, they output on plexiglass, aluminum, cardboard, foam board, styrene, and expanded PVC. Although the other HP flatbeds the shop operates in-house run the same substrates, the new printer heightens print quality and ease of use.



Currently, Dymark is the only print provider in the U.S. with the HP Scitex FB700. The company’s HP sales representative originally told Ward about the 60-inch HP Scitex FB500, which he wasn’t interested in because the shop required a wider device.


“I said when HP comes out with a 98-inch version, let me know. I received a call a little later and the sales representative offered the HP Scitex FB700 as an early release model,” he says. The flatbed was installed at the end of July. In the first 60 days, at least 400 jobs ran through the printer.


The HP Scitex FB700 offers a white ink option, something that Ward was not familiar with prior to purchase. However, he says it was a secondary reason for acquiring the printer.


Ward’s previous experience with white ink involved running a graphic through three times to generate the required density and juggling with registration concerns. With the new HP Scitex FB700, these issues are resolved.


Rouge 24

Dymark creates applications regularly for Rouge 24, a full-service creative shop that designs packaging, branding, advertising, and more for clients such as Better Homes and Gardens, General Electric, and Walmart. For the past three years, the print provider has predominately created packaging mock ups and display materials for Rouge 24. Recently, they worked with the company to create a display combining a series of different images promoting Rouge 24 to potential customers.


Several aspects of this project varied from the work Dymark usually partakes in. For example, Ward explains that many jobs placed by Rouge 24 happen in two to 24 hour turnarounds. With this particular project, he received the request about three weeks in advance.


Also, most jobs are targeted toward a specific substrate; this was not. Dymark was challenged with creating 40 different pieces that had to cohesively fit together. Ward admitted they had trouble nailing down which substrates to use for each piece. Each printed and displayed well on an average of three to four different mediums. 36 of 40 pieces were printed on the HP Scitex FB700. They were finished on a Kongsberg cutting table from EskoArtwork.

Capabilities for Success

Ward works hard to keep up with the pace of the industry. “We take advantage of technology as changes occur,” he admits. It’s this mentality that keeps business moving. Recognizing the strengths of UV for rigid substrate printing, and its ability to print on virtually anything flat, allows the shop to offer its customers a range of capabilities.


Nov2010, Digital Output

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