Current trends and technological advances in the printing industry compelled Western Printers to upgrade their identity and channel their marketing efforts towards graphic designers. With this target audience in mind, close attention was paid to customer service, personality, experience and excellence in print. "Beyond ink on paper" became more than just a tagline: the words themselves are visible through the lettehead, and the presentation folder demonstrated challenging registration issues.

The photojournalistic booklet focused entirely on the people themselves, reinforcing the relaxed, friendly atmosphere that greets each and every visitor.