Great Yarmouth-based Effective Imaging has installed a second HP Latex 335 printer, which has allowed the company to move into signage and marketing materials work within the events sector, as well as take on niche projects.

Effective Imaging lists itself as a diversified print and sign-making business. The company was founded six years ago by Jonathan Ling, who had at that time more than 30 years of market experience. The business has since evolved into a multi-service print provider, offering everything from signage and vehicle livery, to garment printing and engraving. Such an offering has led to Effective Imaging working with a wide range of customers in a variety of sectors, which in turn has meant it has had to upgrade its equipment to meet increased demand.

Moreover, Effective Imaging had initially been running a single HP Latex 335, purchased through approved HP reseller Granthams, alongside two solvent machines from another manufacturer. However, this set-up was not enough to keep up with the level of demand, which led to Effective Imaging returning to Granthams to purchase a second HP Latex 335.

Installed in November last year, such as been the impact of the second HP Latex 335 that Effective Imaging has been able to phase out the two solvent machines, meaning it is now able to deliver ‘high-quality and planet-friendly’ printed work to customers, cited as a result of HP Latex printers running water-based inks. The company has further noted that its recent investment has helped speed up production and allowed it to move the business into a number of new markets, all while enhancing its environmental credentials.

Mr Ling, serving as managing director, singled out signage and marketing materials in the events sector as a key growth area.

‘One area we have moved into is events, where signage and marketing materials can be overlooked and become last-minute collateral. Thanks to the HP Latex printers, we can work to tight deadlines and always deliver on time.

‘The HP Latex printers have helped to speed up production. By eliminating the need to gas off before lamination we are able to turn around printed work much more efficiently. Also, having multiple machines means we can run multiple projects at any one time.’

He added that the use of water-based inks has opened up some markets in which there are strict rules on the use of hazardous chemicals.

‘We have particularly tried to push into work within education, care homes and the NHS. As HP Latex inks are eco-friendly, we felt this was something to explore and promote locally. No matter which direction our business takes, we are confident that the HP Latex 335 printers will support us as we grow and expand.

‘By buying printers that tick all the boxes, we will always be able to meet the needs of our customers.’