Big Picture - September 2020 - 8
BIG PICTURE
September 2020
Full Circle
8
At Direct Edge Media (directedgemedia.com), mastering a
seamless post-production process actually begins with the
pre-production process. Before the print communications
company, with locations in Orange County and Anaheim,
California, and Denver, even begins to think about cutting,
laminating, sewing, kitting, and shipping, they're focused on
perfecting what happens before printing.
"If it's organized and dialed in, then your post-production
is more streamlined because your employees know what to
do and can hit the ground running," says Ryan Clark,
president, Direct Edge Media.
The major benefit to digital printing and cutting is the
opportunity to print prototypes for clients. "We like to make
complete one-offs before the job is done so we can show the
client and the production team what the final product will
look like and that it's been signed off by the client. That way
you're not having an operator run a thousand sheets that are
totally wrong," says Clark.
To really bring the customer's concept to life, Direct Edge
has its own mock-up retail store in-house (see above.) "We
will set up the display entirely with the design so the client
can walk over to the glass window and see if it's right," says
Clark. They're able to see any changes made and approve of
the final look. "The pre-production is done so the post-production team can have the physical sample to compare."
Because many of Direct Edge's clients are shut down due
to COVID-19, Clark and his team will send a photo of the
replica store or invite them into their space. "Of course there
are people who are picky and they want to tweak, but that's
the advantage of digital," he says. "We can change the color,
make this, fold, make this three inches wider, etc."
Sometimes the shop and the clients can go back and forth
on multiple prototypes in just one month. Clark says it really
depends on how complicated the project is; other times it's
more conceptual. A good example of this is a recent Airstream trailer they created out of cardboard (see left). "That's
where our designers may spend a long time figuring it out," he
says. But at the end of the day, it's better for the post-production team to have the approved prototype because they know
what the final product will look like before the print process
even begins. Direct Edge Media relies heavily on their Zünd
cutters. They have four at their Orange County location;
technically five, as one has a double-head. "We'll cut it four
times on the Zünd to make sure it's right," says Clark..
http://www.directedgemedia.com
Big Picture - September 2020
Table of Contents for the Digital Edition of Big Picture - September 2020
Big Picture - September 2020
Insight
Wide Angle
Upfront
Business + Management
To a Tee
Towering Over Tinseltown
Making a Difference and Making a Profit
R+D
Explorer
Big Picture - September 2020 - Big Picture - September 2020
Big Picture - September 2020 - Cover2
Big Picture - September 2020 - 1
Big Picture - September 2020 - Insight
Big Picture - September 2020 - 3
Big Picture - September 2020 - Wide Angle
Big Picture - September 2020 - 5
Big Picture - September 2020 - Upfront
Big Picture - September 2020 - 7
Big Picture - September 2020 - 8
Big Picture - September 2020 - 9
Big Picture - September 2020 - Business + Management
Big Picture - September 2020 - 11
Big Picture - September 2020 - To a Tee
Big Picture - September 2020 - 13
Big Picture - September 2020 - Towering Over Tinseltown
Big Picture - September 2020 - 15
Big Picture - September 2020 - 16
Big Picture - September 2020 - 17
Big Picture - September 2020 - 18
Big Picture - September 2020 - 19
Big Picture - September 2020 - Making a Difference and Making a Profit
Big Picture - September 2020 - 21
Big Picture - September 2020 - 22
Big Picture - September 2020 - 23
Big Picture - September 2020 - 24
Big Picture - September 2020 - 25
Big Picture - September 2020 - R+D
Big Picture - September 2020 - 27
Big Picture - September 2020 - 28
Big Picture - September 2020 - 29
Big Picture - September 2020 - 30
Big Picture - September 2020 - 31
Big Picture - September 2020 - Explorer
Big Picture - September 2020 - Cover3
Big Picture - September 2020 - Cover4
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