John de la Roche explains how a partnership with South Cheshire College is stimulating wide-format interest and creativity among young designers.
With an array of Mimaki printers at its fingertips, distributor Hybrid Services is no stranger to demonstrating unusual and inspiring large-format digital print applications, but a desire to engage with designers and specifiers as well as potential future printers recently prompted a project that married the company with South Cheshire College. The end result turned Hybrid’s Mimaki showroom into an application showcase, having got young designers actively involved the process.
As Mimaki’s exclusive UK and Irish distributor, Hybrid has a large demonstration suite at its head office in Crewe, Cheshire, which regularly plays host to potential customers. A common requirement is to demonstrate the breadth and flexibility of the machines by showing off the output. When links were forged with the college, an ideal opportunity to get fresh and exciting new designs into the showroom and provide a group of graphic design students with real commercial experience emerged.
“We naturally have a desire to show the vast array of applications capable of being achieved with a Mimaki,” explains Hybrid’s national sales manager - sign and graphics, John de la Roche. “When we partnered with the college, the core idea of the project began to take shape; to create a series of designs on a collective theme to rebrand Hybrid’s showroom.”
The second year Art and Design (Graphic Design) BTEC Level 3 Extended Diploma students were briefed, and following an ‘Apprentice’ style pitch to Hybrid’s management team, the strongest concept was selected to carry the project forward.
“We spent a lot of time both at the college and with the students at our offices, mentoring them as we worked through the requirements for the project,” details de la Roche. “Our design agency, UV Creative, was heavily involved and this allowed them to learn techniques with a real commercial client to pitch their concepts to.”
Following the pitch process, a winning design was chosen, allowing the students to then work the concept into a vast list of applications that they then spent two hands-on days in the showroom to bring to life.
These days saw the students experience outdoor durable, latex, textile and UV printing technologies, along with valuable practical experience - vehicle wrapping, banner finishing and vinyl application all allowed them to gain a unique perspective, having seen the job through from concept to final realisation.
“The ultimate result is that Hybrid has a consistently branded showroom that contains over 60 different printed applications,” says de la Roche. “The common theme of a hotel complex allowed the students to really stretch their design legs and deliver not only a powerful parent brand, but an associated suite of collateral for every conceivable aspect of a hotel and spa.”
He adds: “We firmly believe that an important element of Hybrid’s role as Mimaki’s distributor involves playing our part with young people to help develop practical skills as well as nurturing creativity. Having a product range like Mimaki’s gives us a great opportunity to do this but we’re also aware of the responsibility that comes with it. We’re trying to play our part in stimulating the industry to bring in fresh design ideas, work with talented young people and take a step back to see how everyone can benefit. There’s a strong chance that the students’ career paths will lead them directly or indirectly into print, so an early exposure to it is beneficial for all concerned.” Hybrid has also recently become heavily involved in backing budding Formula One engineers, sponsoring a Mimaki latex printer, cutting plotter and laminator for one of the world’s foremost education establishments in the field of motorsport engineering.
The relationship with Oxford Brookes University sees the inclusion of vehicle wrapping and a focus on the importance of strong branding and corporate awareness in their highly technical curriculum – creating an opportunity for the undergraduates to present not only their Formula Student race cars’ liveries but every other aspect of the team’s promotion in a strong commercial manner.
“Creating the relationship with Oxford Brookes positions Mimaki at the heart of the future of motorsport and also gives our vehicle livery customers an exciting - and highly tangible demonstration location,” says de la Roche.
Hybrid’s new showroom was officially opened by the Principal and Chief Executive of South Cheshire College, Jasbir Dhesi in June this year at an event that allowed the students, their parents, and college staff to see the results first hand.
“We’re already making plans to ensure the project continues into the next academic year with a new group of design students gaining the opportunity to work closely alongside Hybrid and Mimaki,” concludes de la Roche
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