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CSW Connects with Prototypes


Application of the Year Awards Third Place Winner


By Melissa Donovan


Part 3 of 4

The third place winner of our Application of the Year awards is CSW, Inc. of Ludlow, MA. The company offers a range of services and its Bridge Premedia division is the newest offering, created to make the communication between customer and client easier. This segment of the business was responsible for creating a package prototype for GMG Americas that won third place in our contest.


CSW was established in 1937 as a supplier of print tooling to the packaging industry. Its original client base consisted of independent and national converters and printers, but over the last 75 years the company has worked to diversify its image and attract design agencies and consumer product companies.


Bridge Premedia, as mentioned prior, is all about easing the flow of communication. Marek Skrzynski, division director, Bridge Premedia, a division of CSW, says it’s enabled the company to continue its transformation into a creative packaging solutions partner.


“The new division of CSW is about making connections—between converters, designers, merchandisers, brand managers, package engineers, and retail buyers. We support our clients in the earliest stages of brand development and continue to provide connections between their stakeholders, right up until the product appears on the shelf,” he continues.


The current Bridge Premedia staff consists of a little over ten people, while the entire CSW staff includes 150 members. CSW’s headquarters is the Ludlow, MA location—which is also where Bridge Premedia is located—but the company has additional offices in NY and OH.


GMG came to Bridge Premedia looking to increase awareness of its color accuracy and proofing products and services. It presented at the FTA Forum, an annual conference held by the Flexographic Technical Association, and the color management provider was looking for a piece that would generate buzz at the show.


The goal was to create a package prototype that would be given away at the show and also sent to marketing managers, creative directors, and executives at design firms, branding agencies, converters, and prepress/production facilities. 150 prototypes in total were handed out at the conference, with both GMG and Bridge Premedia branded giveways inside of each. The prototypes were also printed on site at various booths throughout the show.


Bridge Premedia utilized Hazen Paper Company’s foil media for this project, in particular its rainbow holographic board. Skrzynski says it added another level of interest to the piece. The design theme revolved around GMG’s tagline “Wherever a color goes, it stays that color” and citrus imagery that integrated the piece with GMG’s other marketing efforts. The company worked with a grid of Pantone swatches to highlight the accurate spot color matching capabilities of GMG’s RIP. The top of the carton mimics the action of a camera iris and features a spiral grid pattern created with spot varnish.


“It took some trial and error to come up with a matte varnish effect on the carton bottom and to create the best looking emboss texture on the skin of an orange,” explains Skrzynski.


Varnish was possible thanks to a Roland DGA Corporation VersaUV LEC-330. In addition, other special effects including white ink on foil and embossing were used. The printer allows the company to output on any substrate less than one millimeter thick, making it a versatile device. Also of note, the device’s inline cutter was utilized—making the job that much more efficient.


GMG was very impressed with the piece and continues to work with CSW and Bridge Premedia to create trade show marketing premiums and booth graphics, such as banners, labels, poly bags, and a paperboard smartphone stand.


The project is an ideal example of what the digital printing industry does well—high-quality, specialty applications in short runs; which is why Skrzynski believes they were nominated. “It shows what is possible when clients and vendors collaborate. We also hope that the technical execution of this piece truly reflects the highest level of our creativity and craftsmanship,” he concludes.


Click here to read part one of this exclusive online series, BACA Exhibits a Win.

Click here to read part two of this exclusive online series, The Color I Rolls Up.

Click on the link above to get more information on the vendors mentioned in this article.

Aug2012, Digital Output  DOAPP1208

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