Jo Bentley of Contra Vision explains why it is seeking further collaboration with printers as it targets new creative markets.
Contra Vision transforms glass into opportunities for advertising, branding, architectural expression, one-way privacy and solar control; with 30 years of pioneering inventions, it has developed see through graphic products suitable for all locations. Reaching out to creatives - including designers, advertising agencies, architects and interior designers - is a key component in its strategy to help grow the market for see-through graphics and extend their knowledge of what is possible through print.
Contra Vision recognises that there is often a disconnect between what creative agencies understand as possible with print and how the market has developed to become more versatile. So a key part of its business strategy is the offer of a full consultancy service and full application support, to ensure the right products are chosen to achieve the desired effect.
The company has long standing relationships with a number of trusted print companies that understand how Contra Vision’s products and technologies can expand the print market. And it’s keen to build relationships with a wider range of printers and creatives who plan and specify campaigns or projects, seeing partnerships as the way forward.
How can this be achieved? Well, firstly, Contra Vision recognises the gap between what is familiar and innovative creative aspirations and works to provide answers when printers ask ‘What is new? How can I create impact or stretch the boundaries of what’s possible?’ Clients want bigger, better, wow results but are often unaware of how print has moved on. There are many examples of this; when AA Signs of Gateshead was approached to organise a large scale, spectacular projection onto The Sage for the opening of the 2014 BUPA Great North Run there was a difficulty. How could a suitable substrate be applied to The Sage, to create a perfect base for digital projection, while allowing business as usual within the building? After discussions with Contra Vision and distributor William Smith the solution was found. Applying Contra Vision Performance 30% Transparency and Contra Vision Backlite 30% Transparency to the building met both requirements.
Contra Vision is producing a new Creative Guide, available to both printers and creatives to showcase the varied options for see-through graphics, detail the different effects which can be created using various materials and how to purchase or licence the materials. This will be available from March.
The company also regularly visits printers to provide samples and explain the many varied effects that can be achieved using Contra Vision.
At The Surface Design Show, held in February in London at The Business Design Centre, the target audience was interior designers and architects, a growing market for Contra Vision with many opportunities for wide-format print, and the company exhibited there for the second year running.
There are already a number of striking examples of its products being used in a variety of architectural applications, including external building facades, balustrades, doors and internal partitions. These products provide a unique mix of benefits and opportunities that enhance the functional properties of glass and extend the range of design possibilities to include, decorative effects, signs, manifestations, solar control and privacy and security.
The show also saw the launch of several new products that have been developed to meet the needs of this market. These include Contra Vision Printed Interlayers for Laminated Glass.
Graphics or plain colours can be laminated into glass and remain see-through from one side. This creates a one-way effect which provides privacy and reduces glare and solar heat gain for those inside.
Contra Vision window films for internal partitions and doors obscure the view into meeting rooms to achieve privacy for those inside, while maintaining the view out. Alternatively, a second graphic can be used on the inside which is invisible from the outside.
Contra Vision window films for building facades is also available, creating a range of design possibilities including large scale projection. With the right lighting and choice of products, the graphics can be visible both day and night to stunning effect.
The focus on these new products is already creating a great deal of interest from interior designers and architects and Contra Vision is, as already stated, keen to establish new relationships with wide-format printers who could meet the requirements of this market, especially that for printed see-through partitions.
Wide-format print has myriad possibilities but as we all know, despite the enormous scope for creative development, not everyone in the design community is aware of the potential, and it can be difficult for individual printers to communicate the full message.
In 2014 Image Reports kicked-off the ‘Think Bigger’ campaign to stimulate dialogue with creatives about how wide-format print can be harnessed as an innovative medium within mainstream communications projects, as well as for less well-established - indeed absolutely new - areas of design.
Two Think Bigger Report’s have now been published and distributed to thousands of creatives in the UK and more are in the pipeline (you too can download it at: http://sjpbusinessmedia.circdata-solutions.co.uk/Microsites/RFG/publish/TB_Free/)
There’s also a Think Bigger website that can be accessed at http://www.thinkbigger.co This is home to galleries of work, case studies, video interviews and blogs – all aimed directly at creatives.
Think Bigger is an ongoing project for Image Reports, so please contact editor Lesley Simpson if you wish to contribute.