SHORT-TERM Focus Short-term, but no compromise on quality
Short or intermediate term media and materials play a role largely defined by the need to produce signing and graphics where the required life of the job would mean that long term media would be over-specified and perhaps overpriced. As for quality though, there’s no reprieve; it’s a principle that the materials company, Metamark, says forms the design and manufacturing foundation of its short and intermediate term products.
Metamark media and materials
are chosen and specified widely on the basis that they perform and they have been used in some very high profile campaigns. One such campaign was recently produced by Fareham based Bonwyke for Sainsbury’s. The campaign was centred
around promoting the merchandise connected with the very popular Shrek movies and amounted to the design, production and installation of large-format exterior point-of-sale. The elements supporting the
The application team had to work at height and in chilly weather during fitting, and the adhesive on the MD3-R media proved its reliability.
campaign needed to last for a week only but the requirement for image quality and fidelity, and the need for the absolute reliability of the installed graphics, influenced the selection of the media.
Bonwyke elected to use Metamark MD3-R for the campaign’s
major elements. MD3-R is designed expressly for short and intermediate term applications but still fully lives up to its MD-Class billing in terms of the output quality it supports. In practice that means a very generous appetite for ink is evident, an important consideration where ink-limited media come with correspondingly limited gamuts. Metamark says the material is engineered to dry co-operatively too, so benefiting its resolution holding and minimising potential wet-into-wet issues often evident in short term media. Adhesive design clearly plays
a crucial role in the performance of short and intermediate term media also. Short term installations often mean sites that are used repeatedly so fitting must be easy and removal clean. The Bonwyke application team fitted the printed Metamark MD3-R graphics in very challenging conditions. According to Chris George,
Shoppers in Sainsbury’s were greeted by an unexpected new till assistant. 68 Sign Update ISSUE 128 APRIL 2011
Bonwyke’s Managing Director “…the application team was operating at height and in sub-zero temperature during fitting. In those conditions it’s particularly important that the applied material’s adhesive works properly. The MD3-R’s did.”
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