MARKETING ALLIANCE GROUP CREATES AWARD-WINNING RETRO LOOK WITH ONSET S40

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US-based visual merchandising firm, Marketing Alliance Group’s collaboration with contemporary artist Brendan Coudal earned them an Inca IDEAs Award in the Retail Interiors category.

Marketing Alliance reproduced an eye-catching retro 50s-style pin-up mermaid on a wooden placard in stunning detail. The sign, printed in five colours on a poplar wood board using an Inca Onset S40, was commissioned by Coudal.

‘It’s very important to our client, Brendan Coudal, that his artwork is printed to the highest standards,’ said Jeanette Bender, Creative Director at Marketing Alliance. ‘After all, his name is on every piece! His customers are high-end boutique retail stores, national retail chains, restaurants and bars, so it’s critical that we, as a manufacturer and printer, share the artist’s passion and attention to detail.’

Coudal begins by painting his creations in oil on canvas. He then digitally photographs and proofs the pieces before making slight adjustments and typographical additions in Photoshop. After perfecting the artwork, Coudal sends the files to Marketing Alliance for reproduction on more challenging substrates than canvas. ‘Wood is difficult, it has to be cut with the grain in the right direction, and we have to make sure that it doesn’t absorb any moisture, otherwise it will bow. We now have a specific storage location to prevent any moisture problems,’ said Bender. 

The final product – aside from the eye-catching piece of retro signage, is customer satisfaction. ‘Coudal has been pleased with not only the vibrancy and overall exceptional quality, but the consistency, care and craftsmanship in every piece,’ said Bender.  

GRAPHIX SUPPLY WORLD CT (+27 21) 511 5340 JHB (+27 11) 444 9288 DBN (+27 31) 502 6128 marketing@gsw.co.za www.gsw.co.za  

NATIONAL SCREEN AND DIGITAL SUPPLIES CT (+27 21) 551 3300 JHB (+27 11) 624 2642 DBN (+27 31) 569 1049 infocpt@nsds.co.za www.nsds.co.za

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