Artwork is among your shop’s most valuable, and profitable, assets. “Graphics are our industry’s currency,” says Craig Mertens, general manager of GraphicsFlow. “The shop with the more relatable artwork will win in the marketplace.”
Successful decorators use graphics as their competitive advantage. “At the end of the day, when faced with options, buyers will usually choose the shop with the best designs and graphics, given the emotional connection to their brand and identity,” Mertens says.
At Night Owls Print Shop, the art team is one of the shop’s most important assets. “We couldn’t put out the level of work that we do without our team,” says Co-Owner Valerie Solomon. “If you’re printing any full-color design, you rely on your art separations to make printing and setup easier. That’s why skilled artists are vital.”
“Anyone can put a logo on a shirt, but not everyone can put killer artwork on a shirt. That’s the superpower you’re looking for to increase your sales.”
Marshall Atkinson, Atkinson Consulting
Even if you’re running a DTG shop, a talented art department will set you apart. “Artists challenge the status quo or think outside the box, so that gives you a competitive advantage,” says Michelle Moxley, innovation director at The M&R Companies. “Plus, on-press artists can drive innovation into an embellishment, expanding your capabilities and accentuating your uniqueness to the market.”
As a decorator, you know your customer artwork files are among the most valuable assets you have … and your artwork department is one of your main revenue generators. However, if your graphics workflow isn’t tight or your graphics files aren’t organized, you’re leaving a lot of money on the table. “Anyone can put a logo on a shirt, but not everyone can put killer artwork on a shirt,” says Marshall Atkinson, business consultant at Atkinson Consulting and Shirt Lab Tribe. “That’s the superpower you’re looking for to increase your sales.”
Laurie is part of the marketing team for the leading supplier in the industry, alphabroder. During her free time, Laurie likes to ride horses, sail and spend time with her husband and her two children. Reach her at Lprestine@alphabroder.com