Highly Visible, Beyond Ordinary

Designed to promote Heidelberg's array of UV printing capabilities, the company's "Beyond Visible" promotional brochure presents a vivid, engaging demonstration of UV technology.

With side-by-side examples of UV and UV hybrid printing on 100-lb. gloss and uncoated cover stock, clear and opaque plastic, and 10-pt. foil, the piece also presents comparisons of UV and UV hybrid printing with the conventional four-color process.

Given the 125/8x9½" brochure's monetary heft, Heidelberg salespeople are hand-delivering "Beyond Visible" to select designers, printers, and interested parties. "People love it," says Heidelberg USA senior manager of marketing communications Mark Wendling. "It's unlike anything they've ever seen before."

"Beyond Visible" presents some compelling aesthetic and financial arguments to use UV technology in printing. Heidelberg says that UV technology affords printers the opportunity to provide something truly different to clientele with high-quality coating, special effects, and processing of unusual printing stocks.

"For these compelling reasons," say Heidelberg officials, "sales by UV print shops worldwide have developed almost three times faster than their rivals on the conventional offset market over recent years."

Vital to the success of "Beyond Visible" was Leo Burnett, Chicago. The agency earned avid praise from Heidelberg for its role in the project, which included the brochure's conceptualization, design, and creation, plus near-daily involvement in the piece's printing.

But it's the printing expertise that makes this piece shine. "Only five printers in the U.S. could have produced this piece," says Wendling. Not surprisingly, Heidelberg chose Williamson Printing Corp.

"UV printing is a significant part of our business," says Jesse Williamson, president of the Dallas-based printing company. "We have two Heidelberg multicolor presses that are 100% dedicated to UV printing, 24 hours a day, seven days a week. We have lots of customers who want everything printed with UV."

Williamson printed the 14-page spiral-bound piece on a Heidelberg Speedmaster CD 102 sheetfed, using 100-lb. Sterling Ultra Gloss cover stock from MeadWestvaco and a variety of inks from Ink System, Inc., including CoCure ink, a blend of conventional and UV inks. Williamson performed some of the binding, as did Big D Bindery, Dallas.

The brochure—the front cover of which features a lenticular screen so that the words "Beyond" or "Visible" are readable depending on the viewing angle—includes a 28-page, 8¼x115/8" booklet entitled "Printing and the Environment," which is inserted in a pocket in the inner back cover. The booklet, which contains information on UV and UV hybrid technology, environmental protection, and examples from several UV printers, was produced previously by Heidelberger Druckmaschinen AG in Germany.

Williamson printed one run of 5,000 copies of "Beyond Visible."

"If it goes over as we expect," says Wendling, "there'll be a second printing."

For Heidelberg and Williamson, the response thus far has been tremendous. Like Heidelberg, Williamson salespeople are showing "Beyond Visible" to select clients.

"Lots of people have requested additional information from our salespeople," says Jesse Williamson. "I don't think we've ever done a piece that's generated so much interest."

And at Leo Burnett, the demand for "Beyond Visible" has exceeded the supply.

"We can't keep them here," says Valerie Swatkow, vice president for the ad agency. "I keep my personal copy in a locked desk drawer. Everyone wants one."