Brand control used to be relatively centralized, even without concerted management effort.

Marketing owned the message. Creative teams owned execution. And while there were always exceptions, most outward-facing brand messaging passed through a defined set of hands before it reached the market. That structure didn’t guarantee perfection, but it did create a level of consistency that brands could rely on.

That’s no longer the case.

Today, AI is enabling branded content to be created by teams that traditionally didn’t. Sales and leadership teams are producing their own materials. Non-designers are producing visual assets with tools that are faster and more capable than ever. And AI is accelerating all of it—turning rough ideas into polished outputs in seconds.

This is where print introduces a unique dimension to that management equation.

Not because it is inherently risky, but because it is less forgiving.

Once something is physical—once it’s printed, shipped, or installed—it becomes a fixed representation of the brand at a specific moment in time. That representation can persist for months or even years, which raises the stakes significantly.

Print doesn’t create brand risk, but it can reveal it.

That shift is powerful. It’s also introducing a new kind of risk.

Because while more people can now create content that looks “finished,” creators trained to evaluate whether it’s actually on-brand aren’t always involved—at all. Tone, hierarchy, color, messaging nuance—mistakes in these details don’t always register unless you’ve been trained on the brand, know the rules, and can see where it breaks. And when those details slip, so does the brand.

And it is a slip, not a sudden break.

It’s a subtle and quiet drift—innocuous enough to make intervention feel uncomfortable. Imposing an approval process on teams reveling in their newfound creative capabilities can feel like killing their mic, but brand communication isn’t karaoke. 

But in this new operating reality, content velocity is up and brands may be drifting more than internal teams realize. Like anosmia, or “smell blindness,” it’s often hardest to perceive these changes from within the organization that’s drifting.

At the same time, buying behavior is evolving. Audiences aren’t simply accepting content overload—they’re developing more efficient filters to deal with it. They’re looking for quick signals to determine what’s credible, what’s relevant, and what can be ignored.

In a crowded environment, consistency is one of those signals.

It reflects how disciplined the organization is, how aligned its teams are, and how much attention it pays to detail.

Those details are more consequential than they may seem because they offer a glimpse behind the curtain. People notice—and they trust those signals more than anything a brand says about itself.

Valuing this is why iconic brands go to such lengths to ensure there’s no seam in the curtain for customers to see behind—and ideally, nothing behind the curtain period.

At its core, brand management encompasses everything—service, product, digital experiences, physical environments, and print. Every touchpoint connects to brand equity, either reinforcing or eroding it.

Solving this doesn’t require slowing down content creation, but it does require a structured approach to manage it.

The organizations that get this right don’t necessarily limit who can create. They build systems that are broad enough to manage it and fast enough to keep up. The latter is key.

Digital content has increased nearly 90-fold since 2010 (Statista/Semrush Report), but the systems used to govern brand have not scaled at the same rate. Marketing budgets have remained relatively flat as a percentage of revenue, even as the number of channels, formats, and contributors has expanded dramatically (Gartner CMO Spend Survey). At the same time, the marketing technology landscape has grown from roughly 150 tools in 2011 to more than 11,000 today (Chiefmartec Marketing Technology Landscape), increasing the number of systems and stakeholders involved in producing branded content.

The result is a widening gap between how fast brands can create content and how effectively they can manage it. Most organizations are now operating in an environment where content creation is effectively unconstrained, while brand oversight remains finite.

That imbalance is starting to show. Studies consistently find that a majority of organizations struggle with maintaining brand consistency across channels, despite recognizing its impact on revenue and trust (Marq Brand Consistency Report).

For marketing leaders, this creates a new operational reality: brand is no longer constrained by how much your organization can produce—but by how much it can control.

Print is often treated as a separate discipline, and in reality, it is one of the most unforgiving expressions of brand.

It forces decisions. It removes ambiguity. And once executed, it leaves little room for correction.

Managing print effectively requires two things:

1. Partners that can execute to brand standards consistently

This includes not just visual alignment, but production precision—color accuracy, material quality, and process control. Standards like G7 are critical here, ensuring that what is designed is what is produced, every time.

2. Systems that control how brand assets are used

Brand portals and similar print asset management systems allow organizations to scale access without sacrificing control. Teams can order what they need, when they need it, but within a structured environment where templates, permissions, and approvals ensure that brand standards are maintained down to the substrates specified and the devices running the work.

The key is balance.

The goal is not to create bottlenecks that slow teams down. It’s to remove the ability to unintentionally go off-brand while preserving the speed modern organizations require.

In an environment where content creation is accelerating and decentralizing, brand management can’t efficiently rely on oversight alone. The right partners and a durable, systematic approach to brand governance can mitigate brand risk and meet the creation moment AI has ushered in. Because the brands that win won’t be the ones that create the most content.

They’ll be the ones that stay recognizable while doing it.

There’s a particular kind of fiscal responsibility that ultimately ends up costing more money. It looks like prudence. It involves phrases like “we’ll revisit this next cycle” and “let’s see how enrollment numbers shake out.” It is, in practice, a decision to pay more for the same outcome later.

This isn't an argument for reckless spending. The math on waiting has gotten genuinely worse with increased costs of construction and deferred maintenance on top of enrollment competition. In addition there's the counterintuitive pressure that in a world growing more digital and more saturated with AI-generated content, physical space isn't losing value. It's gaining it.

At the exact moment higher education is under the most budget pressure it has faced in decades, the experience of the built environment has become more valuable as a differentiator—not less.

Consider what’s happening to digital channels. McKinsey reports that 78% of organizations now use AI in at least one business function, and the volume of AI-generated content online has grown accordingly. Deloitte’s research documents a measurable rise in screen fatigue, with users growing more skeptical of digital-first experiences precisely because there are so many of them. Meanwhile, return-to-office rates in the corporate sector climbed from 35% to 68% between 2023 and 2024—a signal that people, when given the choice, are increasingly drawn back to spaces that facilitate personal interaction.

When every inbox is full of AI-generated email and every social feed is algorithmically optimized, a physical space that feels considered, welcoming, and distinctly itself carries a kind of weight that a banner ad simply cannot.

The stakes are clearest in recruitment. The well-documented demographic cliff—a projected decline in traditional college-age students through the late 2020s—means institutions are competing more intensely for a smaller pool. Prospective students and their families tour campuses and make consequential decisions, at least partly, on the basis of how a place feels.

Research consistently links environmental clarity such as intuitive wayfinding, coherent signage, and a legible sense of institutional identity, to belonging and retention outcomes. And belonging, it turns out, is among the most reliable predictors of student persistence. Surveys of incoming students have found that a significant share experience real navigation difficulties on campus during their first weeks. 

Prospective students tour a lot of campuses. The ones that feel invested in, legible, and proud of themselves stay in memory differently than the ones that don’t. The irony is that facility branding investments like wayfinding systems, building entry sequences, and exterior campus identity are among the highest-visibility, lowest-cost-per-impression investments an institution can make. They’re also among the most frequently deferred.

The practical case for acting now, even in a constrained budget environment, comes down to three compounding pressures.

+18.5% increase in the Producer Price Index for nonresidential construction inputs at peak (2022)—and costs have not returned to pre-pandemic norms.  — U.S. Bureau of Labor Statistics

3.6% Higher Education Price Index increase in FY2025—nearly double the 2.2% historical average. The cost of doing anything on a university campus is rising faster than general inflation.  — HEPI / Commonfund

>32% deferred maintenance shortfall at many institutions, with backlogs exceeding $140 per gross square foot—and growing each year renewal work is deferred.  — Gordian Facilities Condition Assessment

That third number is worth exploring more deeply. Deferred maintenance functions like compound interest, except it works against you. Every year the backlog grows. The eventual project becomes larger, more disruptive, and ultimately more expensive. Experiential graphic design work done in parallel with needed maintenance is dramatically more cost-efficient than scheduling separate mobilizations. The coordination savings are real, and they disappear when projects are separated by years.

Taken together, these three pressures mean that a project deferred one budget cycle is rarely the same project when it comes back around. It’s a bigger project, at a higher unit cost, and is competing for funding against a larger backlog.

None of this requires a wholesale renovation strategy. When the budget is uncertain, the problem isn't necessarily the budget. The problem is the order of operations.

High-visibility, low-regret investments share three characteristics: they would need to be done regardless of timing, they have outsized impact on first impressions and day-to-day experience, and they hold their value across a range of future institutional scenarios. Building entry sequences, exterior wayfinding, campus identity signage at key arrival points, and student-facing environmental graphics in high-traffic spaces fit all three of these characteristics.

Facility enhancements that are intentionally designed to perform fit neatly into the category of investments that look right in every outcome, not speculative or temporary expenditures just for show. When recruitment increases, it’s a smart brand investment. If budget pressure intensifies further, it’s already done. If a larger renovation follows, it acts as a standards guide that shapes everything that comes after.

It’s “spend now on the things you’ll have to spend on anyway before the same work costs more, and before the competitive window narrows further.”

Phased investment also offers something underappreciated in higher ed capital planning: momentum. A visible, well-executed entry sequence or wayfinding system signals institutional care to every student, faculty member, and prospective family who walks through campus. That signal compounds in ways that a deferred project never can.

Facilities professionals are accustomed to the question “can we afford to do this?” It’s the right question most of the time. But in the current environment, there’s a companion question worth asking alongside it: can we afford to keep not doing this?

The costs of inaction aren’t invisible. They show up in construction estimates that are higher every year, in deferred maintenance that grows quietly in the background, in prospective students who toured three other campuses before they got to yours, and in the cumulative impression that a place hasn’t been cared for.

Phased facility investment, focused on the highest-visibility moments in the campus experience, is not a luxury argument. In 2026, it’s increasingly a fiscal argument with directly measurable outcomes.

The math doesn’t favor waiting.

Sources & References

U.S. Bureau of Labor Statistics. Producer Price Index: Net Inputs to Nonresidential Construction, Goods (WPUIP2312001). bls.gov

Commonfund Institute. Higher Education Price Index (HEPI), FY2025. commonfund.org

Gordian. Facilities Condition Assessment Benchmarks and Deferred Maintenance Data, 2024. gordian.com

McKinsey & Company. “The State of AI,” 2024. mckinsey.com

Deloitte. Digital Consumer Trends Survey, 2024. deloitte.com

CBRE / JLL. Return-to-Office Trends, 2023–2024.

SCUP / APPA. Campus Planning and Facilities Research. scup.org / appa.org

So every year, we send out a holiday card. This isn’t an original idea, I’m sure you receive a couple holiday cards every season. But when you think back to last year‘s haul... is there one card that still stands out?

Well, this year, Thysse‘s goal was to be that card. To be the most beautiful and unique card to land on our clients’ desks. Every company has probably had this same goal at some point. Whether for a holiday card, a direct mail piece, product packaging or even an in-store retail experience. You wanted to create something that people would remember, something people picked out from the group, something that delivered that ‘wow’ factor and sparked conversation.

For the holiday card, we kicked things off like we always do—sketching, pulling together mood boards, throwing around ideas as a team. We explored color, texture, format and then settled on a concept that felt timeless, elegant, and just… next level.  

There are a few aspects that really played a role in elevating this year’s holiday card. To start, this card isn’t just something pretty to look at, although we’ll talk about that in a second. It’s designed to unfold like a story as you open it, like stepping into a warm, happy memory that invites you to resonate with the design.

The couple ice skating on the front of the card is a nod to one of my personal favorite winter activities, and I’m sure a favorite for many others as well. I also infused a little company personality, or Thysseness as we like to call it, by featuring an illustration of our headquarters behind the skaters. This helps to bring Thysse intothe scene and adds a branded touch. 

I chose a unique duplex paper for the card. Duplex means it comes black on one side and white on the other. This duplex stock allowed for a rich, elevated black exterior while still allowing for those bright pops of color on the inside. It’s not a stock you come across often, and the quality of the paper is something you notice the second you pick it up.

Now, let’s talk about the finishes that really make this card stand out. I designed a custom diecut window that reveals part of the inside of the card from the front to complete the snow globe look. It adds dimensionality and gives the card that one-of-a-kind look you just can’t replicate.

Instead of using a standard deep yellow gold for the illustration of the snow globe base, I chose a metallic gold ink. It not only elevates it, but printed over the black paper, it gives this faded, nostalgic, almost vintage feel.

I selected two different foils to fill in the rest of the illustration: a shiny silver foil featuring a frost pattern for the ice, and an iridescent opal foil for the snow. The opal foil is used again inside the card to create the effect of falling snow, visible through the die-cut, like a snow globe that’s just been shaken.

Finally, I chose to emboss the “Happy Holidays” text and the ‘Thysse’ nameplate to give the warm message and our company name prominence while adding to the overall tactile and dimensional experience.  

Every decision, from design to materials, was about creating an unforgettable, tactile experience. And then, we brought it to life right here at Thysse. Everything was produced in-house from printing, foiling, embossing, die-cutting and folding. This gave us full control over every last detail and the quality of the finished piece, which is something that really matters when you’re working with specialty finishes.

When the final cards came off the press, they looked… show-stopping. It was exactly what we envisioned. That’s the power of craftsmanship. When design, craft and going the extra mile with specialty finishes come together, the result resonates. It gets noticed. It’s remembered.  

You've mastered the basics—bleeds, crops, CMYK, and file setup are second nature. Now you're ready to take your print files to the next level with preflight tools, quality control settings, and efficiency-building workflows that help you move fast and print like a pro.

Here’s how to get your files as close to "lights out" as possible, meaning they fly through our prepress checks without a hitch.

1. Set Up Preflight Profiles in Adobe InDesign

Preflight profiles in InDesign let you catch issues before you export. You can customize these checks to flag things like RGB images, low-resolution files, missing fonts, or overset text.

How to set up a Preflight Profile:

• Go to Window > Output > Preflight.

• Click the panel menu (three lines in the corner) and choose Define Profiles.

Now, check the following settings for each category:

LINKS

• • Links Missing or Modified

  • Inaccessible URL Links

COLOR

• • Transparency Blending Space Required (select from the dropdown)

    • CMYK

  • Overprinting Applied to White or [Paper] Color

  • [Registration] Applied

IMAGES and OBJECTS

• • Image Resolution

    • Color Image Minimum Resolution: 150

    • Grascale Image Minimum Resolution: 150

    • 1-bit Image Minimum Resolution: 800

  • Optional: Bleed/Trim Hazard (TIP: You can set up different profiles for different artwork!)

TEXT

• • Overset Text

  • Font Missing

  • Dynamic Spelling Detects Errors

  • Unresolved Caption Variable

DOCUMENT

• • Bleed and slug settings: Check that document bleeds are set properly (you'll handle this at export too)

Activate your new profile during layout to see a red or green indicator in the bottom bar.

2. Use Output Preview in Adobe Acrobat Pro

This tool is your best friend for final color and separation checks. It lets you simulate how the file will print—including spot colors, CMYK builds, and knockout/overprint behavior.

How to use Output Preview:

• Open your exported PDF in Adobe Acrobat Pro.

• Go to Tools > Print Production > Output Preview.

• Toggle off/on separations to verify CMYK values and spot color usage.

• Use the Simulate checkbox to preview overprints and transparency.

💡 What is Overprinting?

Overprinting is when one color is printed right on top of another, instead of cutting out the shape underneath. It can be helpful for things like rich black, but if used by accident, parts of your design might not show up correctly when printed. Always check your overprints in Output Preview before sending us your file.

3. Use Layers with Intention

Organizing your files with clearly labeled layers helps streamline everything from finishes to versioning.

Tips:

• Group design elements, dielines, finishes (foil, varnish), and notes on separate layers.

• Lock non-editable layers to avoid accidental changes.

• Use consistent naming conventions.

4. Package Files for Archiving and Team Handoff

Sending final art to print isn’t always the end. Organizing your packaged files with a naming convention and version history makes things easier if updates are needed later.

How to package in InDesign:

• Go to File > Package.

• Include fonts, linked images, and instructions.

• Save the package folder with a clear name (e.g., ProjectName_FINAL_v3).

• Compress (.zip) the folder before sending to us.

5. Automate with Export Presets

Create a PDF export preset that includes crop marks, bleeds, font embedding, and high-res image settings—and then use it every time. If you're working with another printer, ask them if they have a preset they recommend. This is a best practice when sharing files with any print vendor.

Download Thysse's export preset: Download Here

To install, open File > Adobe PDF Presets > Define, click Load, and select the .joboptions file you downloaded. Once installed, this preset will work across all Adobe applications.

✅ Make sure you still select “Use Document Bleed Settings” at export.

6. Build a Workspace That Works for You

Customize your Adobe workspace with panels and shortcuts you actually use. Save it and stay efficient.

Suggestions:

• Include the Links, Layers, Swatches, Output, and Preflight panels.

• Save your layout via Window > Workspace > New Workspace.

Want your workspace to look the same every time you open Adobe? After customizing it, switch to it at the top right of your screen each time you launch the program. You can also set it as your default startup workspace in Preferences > General by enabling “Reset Workspace on Launch.”

7. Keep a File Naming and Folder Structure Standard

Standard naming conventions reduce miscommunication and help your future self (or coworkers) make fast decisions without file guessing games.

Tips:

• Use date or versioning: ClientName_ProjectName_v2 or YYMMDD_Project_FINAL

• Archive working files, outlines, and final exports in separate folders

Need more help?

We’re real people over here, and we’re happy to chat if you ever get stuck. Whether it’s walking through export settings, sorting out a tricky file, or just making sure things look the way you want — give us a call or send a note.

The goal is simple: make your print files easy to work with so everything moves smoothly for you and for us.

Want to brush up on the basics?

Check out our article on common prepress mistakes

Substrate Saturdays with Steve has been our weekly deep dive into the materials we work with at Thysse—breaking down what they are, how they function, and why they matter.

For our (maybe) final edition, we’re covering coatings, protectants, and specialty finishes—the subtle yet powerful details that don’t just protect your print but also enhance visual appeal, create texture, and make your brand stand out.

Whether you're designing packaging, signage, or high-end marketing materials, the right finish can turn something ordinary into something remarkable.

Coatings and specialty finishes serve three key purposes:

• Protection – Guarding against smudging, fingerprints, moisture, and general wear.

• Aesthetic Enhancement – Adding gloss, texture, or special effects to make materials stand out.

• Durability & Sustainability – Reducing waste by increasing durability and product lifespan.

A well-executed finish does more than preserve your print—it elevates and differentiates it.

Varnishes are one of the most affordable ways to add a subtle protective layer to printed materials. Applied inline during the printing process, varnishes enhance visuals and prevent smudging without significantly altering the substrate’s feel.

• Reducing scuffing and fingerprints on brochures, catalogs, and book covers.

• Adding a gloss, matte, or satin sheen for a polished finish.

• Creating design contrast with gloss and matte varnishes.

While varnishes offer light protection, they are not as durable or sustainable as modern coatings. For a greener and more protective option, aqueous and UV coatings are the preferred choice.

Aqueous coatings (AQ) are water-based, eco-friendly coatings that offer stronger protection than varnish while adding a smooth, uniform finish. These coatings contain fewer VOCs (volatile organic compounds), making them a more sustainable option compared to traditional solvent-based coatings.

• Gloss AQ – Produces a shiny finish that deepens colors and contrast.

• Satin AQ – A balance between gloss and matte for a soft sheen.

• Matte AQ – Reduces glare for a sophisticated, high-end feel.

Best For:

• Business cards, brochures, and catalogs needing vibrant colors and a protective layer.

• Packaging and retail displays that need added durability.

• Luxury print materials that require a premium look with an eco-conscious approach.

Aqueous coatings are a better environmental choice than older varnishes and laminates—offering a strong protective layer while still being recyclable.

For projects that demand high-end aesthetics and extreme durability, UV coatings are the gold standard. Unlike aqueous coatings, UV coatings cure instantly under ultraviolet light, creating a resilient finish that enhances color and provides superior resistance to scratching, smudging, and moisture.

• Gloss UV – Creates a high-shine, reflective finish that makes colors pop.

• Satin UV – A smoother, less reflective finish that adds a refined look.

• Soft-Touch UV – A luxurious, velvety texture that enhances perceived value.

• Spot UV – A contrast technique that mixes matte and gloss for a layered effect.

• Enhanced durability – Protects print materials from handling damage.

• Eco-friendlier than traditional varnishes – UV coatings are free from solvents and dry instantly, reducing emissions and waste.

• Stand-out branding – High-impact finishes give a premium feel that differentiates your brand.

Best For:

• Luxury packaging & premium brochures

• High-end business cards & invitations

• Retail displays & signage needing high durability

If you really want to make an impact, foil stamping and metallic effects add high-end embellishments that make your materials shine—literally.

Foil applications come in gold, silver, copper, holographic, and custom colors, giving materials a premium, upscale appeal. When paired with embossing or debossing, it creates a raised or recessed effect for added depth and texture.

• Luxury packaging and invitations

• High-end business cards and stationery

• Product labels & premium marketing collateral

Foil stamping instantly differentiates your brand, adding perceived value and exclusivity.

Throughout this series, we’ve explored a wide variety of substrates—each serving a unique role in branding, marketing, and communication. But it’s the finishing touches that set great brands apart.

• A soft-touch coating on a business card signals luxury and sophistication.

• A gloss UV finish on packaging enhances color and makes products pop on the shelf.

• A spot UV effect on a brochure draws the eye to key elements of a design.

• A foil accent on a label immediately elevates the perception of a product.

When every brand is competing for attention, the right finish doesn’t just protect—it helps you stand out.

At Thysse, we don’t just print—we craft brand experiences. Our expertise in coatings, specialty finishes, and material selection ensures that your printed materials don’t just exist—they make an impact.

If you're ready to explore coatings, finishes, or any of the substrates we’ve covered in this series, reach out! We’re here to help your next project exceed expectations!

When it comes to print, there’s craft—and then there’s Thysse. We’re thrilled to share that our team took home multiple accolades at the 2025 Graphics Excellence Awards, hosted by the Great Lakes Graphics Association (GLGA). In total, seven print pieces earned a total 8 awards including:

• One Best of Category (aka Best in Class)

• Seven Awards of Excellence

• Two Certificates of Merit

While we’re proud of the awards themselves, it’s the stories behind the pieces—and the collaboration, innovation, and purpose that went into them—that really shine.

Awards: Best of Category (Cards), Award of Excellence (Variable Data Digital Printing), Certificate of Merit (Innovative Printing)

A snowy alpine scene, a hidden sleigh in the sky, and a journey that begins with a map.

Our 2025 holiday card pulled out all the stops. The cover featured a serene nighttime winter landscape with hidden, light-sensitive dispersion elements that revealed Santa and forest wildlife only when the light hit just right. Inside, metallic foil snowflakes and swirling wind lines surrounded a personalized map, showing the actual driving route between Thysse and the recipient’s business. Each card was further customized with the recipient’s name and a photo of their Thysse account contact—making the message, "From our family to yours... here’s to the journey ahead," truly heartfelt.

Built with an offset press shell, variable digital data, and foil stamping, the card blended multiple technologies in a seamless and beautifully executed way.

For clients exploring how to elevate year-end communications or connect on a more personal level, this project shows how thoughtful print design can make a lasting impression.

Awards: Award of Excellence (Service Catalogs), Award of Excellence (Embossing/Debossing)

Sometimes, less really is more. Our Facility Branding Look Book was a study in elegance and restraint. Crafted on premium black stock with a tactile, soft-touch finish, the cover featured a debossed topographic line motif with a gold foil-stamped Thysse logo. Inside, readers found a curated collection of past Facility Branding projects—an inspiring look at what our team can help bring to life.

If you’re considering an environment refresh or want to better reflect your brand in physical space, this piece is a glimpse into the possibilities, and we’d be happy to mail you one.

Award: Award of Excellence (Internal Communication Pieces)

Shared with every member of Team Thysse, our 62-page employee handbook is more than policy—it’s a deeply significant wayfinding guide. Inside are the values, behaviors, and commitments that define who we are, including a letter from our owner, our history, and illustrations of what makes Thysse one of the most sought-after places to work in our industry. The power of a vibrant, healthy culture benefits everything it touches, internally and externally. Like all things healthy, it takes dedication, action and effort to nurture–and this is one of the many ways Thysse does it.  

If you're building culture and connection inside your organization, your internal materials deserve just as much attention as your external ones.

Award: Award of Excellence (Newsletters)

Folded like a traditional broadsheet newspaper, Press & Pixel is our internal newsletter and a labor of love. Every issue contains department updates, personal milestones (babies, birthdays, retirements), and even playful KPIs like how many types of coffee or tea we’ve consumed since the last issue, and how many! More than just updates, it keeps our team connected, informed, and smiling…another manifestation of our commitment to investing in our team culture.

It's a reminder that even small touches in internal communication can foster stronger alignment and community. The byproduct is, as we like to say, “good things happen.”

Awards: Award of Excellence (Calendars), Award of Excellence (Foil Stamping)

Each year, we challenge ourselves to make our calendar more creative than the last. The 2025 edition was all about maps: treasure maps, cloud maps, metro maps, even a cork map with client pins. Foil embellishments transformed the July "strata" map into a molten, abstract American flag. The calendar also included perforated bonus year-at-a-glance pages for 2025 and 2026—tactile, useful, and a pleasant surprise.

For brands looking to push creative boundaries and offer unexpected value, this calendar is a case study in how design, function, and storytelling can come together. And, stay tuned for more behind the scenes looks into the 2026 calendar, already in development! This year, we’re sharing the entire process.

Award: Certificate of Merit (Environmentally Sound Materials)

At first glance, it looked like a standard plastic ID card. But this badge was different. Made from a paper-based, sustainable substrate with the look and feel of plastic, it represented a small but meaningful step toward reduced waste. The bulk of the work was really on our sourcing and testing teams, and they hit it out of the park.

For organizations committed to sustainability, it's proof that even routine materials can reflect intentional, responsible choices. While a humble piece in terms of format, the innovation behind the material earned it a well-deserved nod.

The Graphics Excellence Awards celebrate the very best in printing across Illinois, Indiana, and Wisconsin. These awards affirm not just the quality of our work, but the pride, curiosity, and craftsmanship we pour into everything we do.

To our clients: thank you for trusting us to help bring your brands to life. And to our team: congratulations on continuing to raise the bar. Let’s keep making print that connects, inspires, and wins.

Stay tuned as we celebrate each piece with photos, behind-the-scenes details, and the amazing people who made them happen. We're already hard at work on the 2026 calendar—an annual tradition that blends concept development, materials testing, structural innovation, and more than a few late-night print runs. This year, we’ll be pulling back the curtain to share more of the journey behind the final piece that ends up on desks, walls, and workspaces across the country.

As companies like Amazon, JPMorgan, and AT&T call their teams back to the office, we’re seeing a shift—not just in workplace policy, but in what the workplace is. According to Gensler’s 2024 Global Workplace Survey, employees aren’t simply looking for a place to plug in a laptop. They’re craving environments that offer both effective workspaces and exceptional experiences. And they’re not shy about walking away from anything less.

This “flight to quality” is reshaping the commercial real estate landscape. Tenants are rejecting outdated, Class B and C spaces in favor of vibrant, amenity-rich Class A buildings. But here’s where things get interesting: building quality doesn’t just impact aesthetics—it directly influences employee performance, pride, and retention.

So where does facility branding fit in?
It’s the secret ingredient that turns “nice building” into “I’m proud to work here.

The Research: Experience Drives Performance

Gensler’s data reveals a clear correlation: as building quality improves, so does workplace performance. High-performing offices—defined as those delivering both effectiveness and a great experience—are twice as likely to be found in high-quality buildings.

In fact, employee sentiment rises significantly alongside building quality:

Workplace performance is measured through two key indices:

• WPI (Workplace Performance Index): How effectively the space supports getting work done.

• EXI (Experience Index): How positive and engaging the work environment feels.

In high-quality buildings, employees report average scores of 78 for effectiveness (WPI) and 76 for experience (EXI). Compare that to 55 WPI and 47 EXI in low-quality buildings. That’s a major difference—and a clear case for investing in workplace quality.

This is where thoughtful, strategic facility branding starts to matter.

What Is Facility Branding, Really?

Facility branding is more than applying your logo to a wall graphic or lobby sign. It’s the holistic expression of your brand across a physical space. It connects architecture to culture, design to values, and employees to a sense of purpose.

It includes:

• Branded wayfinding that makes navigation intuitive and on-brand.

• Environmental graphics that reinforce mission, values, and history.

• Immersive storytelling that brings your brand to life in physical form.

• Spatial design elements that align with your identity, from color palettes to material choices.

Tangible Outcomes from Branded Environments

Let’s talk ROI. If high-quality environments improve performance, then branding those environments is how you maximize the investment. Here’s how it pays off:

• Retention: Branded spaces create a sense of belonging and identity—key drivers in why people stay.
  
  

• Recruitment: First impressions matter. A cohesive, visually compelling workplace can help seal the deal with top talent.
  
  

• Engagement: Branded spaces reinforce company values every day. That builds alignment and motivation.
  
  

• Consistency: For multi-location organizations, facility branding ensures a unified brand experience—whether you’re in Milwaukee or Miami.

More Than Murals

Great facility branding is subtle, strategic, and surprisingly immersive. It’s the tone-setting quote wall in the lobby, the custom wayfinding in the stairwell, the values applied to conference room glass, or the dimensional signage outside your team areas. It’s branded ADA signage that’s accessible and beautiful.

It’s not a decorative afterthought—it’s part of the employee experience design.

And in an era where companies are fighting to get people back in the building, that experience matters more than ever.

Consider this: 80% of high-quality office buildings are located in city centers or amenity-rich districts, where employees not only have greater access to services, but use them more often. These vibrant neighborhoods support a work-life ecosystem that makes coming into the office feel more worthwhile.

It’s Time to Measure What You Can Feel

Yes, facility branding is emotional. That’s the point. When employees feel connected to their space, they connect more deeply with their company. They do better work. They stay longer. They tell others.

In other words, facility branding is a culture amplifier—and a measurable business tool.

At Thysse, we specialize in bringing facility branding to life with end-to-end services—from concept through installation. Our in-house design and manufacturing teams work in lockstep, ensuring your brand comes through clearly, consistently, and beautifully at every turn. From wide format environmental graphics to branded wayfinding and experiential storytelling, we handle the details so your space can do the talking.

Based in Wisconsin and proudly serving clients across the country, we know that sometimes proximity matters. When you're rolling out a branded experience, having a responsive, regionally accessible partner can make all the difference in hitting your timelines and budget goals.

Whether you're reimagining a single office or scaling a brand experience across dozens of locations, we’re here to help.

Let’s talk.

Want to explore more of our Facility Branding work? Check it out here.

Insights from the 2025 Maersk Logistics Trend Map Report

The Maersk Logistics Trend Map 2025 outlines a rapidly shifting logistics landscape. While it's geared toward supply chain professionals, there are key takeaways that brand, marketing, and experience leaders shouldn’t ignore. These trends—global decentralization, digital transformation, AI integration, and shifting consumer expectations—are already shaping how and where brand stories unfold.

For organizations navigating complex times, adapting isn’t easy. But it’s essential. Here’s a look at what’s changing and how brand leaders can begin to respond with clarity, intention, and resilience.

1. The New Speed of Retail: Can You Keep Up?

Trend: Last-mile delivery innovations & ecommerce

Retail timelines are accelerating. With faster fulfillment models and consumer expectations rising, brands must be prepared to pivot quickly—sometimes regionally, sometimes overnight. This is about more than logistics. It’s about being able to support new promotions, seasonal shifts, and campaign updates without missing a beat.

What to consider:

• How fast can your messaging change across stores or touchpoints?

• Are your print and signage workflows built for flexibility?

• Do your partners support scale without sacrificing consistency?

2. Supply Chain Visibility Isn’t Just for Operations

Trend: Supply chain transparency

Today’s customers care how things are made and where they come from. Internally, employees are facing disruption, uncertainty, and a deluge of change. In both cases, clarity builds trust—and visual storytelling can be a powerful tool for reinforcing mission, transparency, and values.

This matters even more inside your organization. When people don’t understand the bigger picture—or feel left out of it—morale suffers. Anxiety grows. And your story gets written by speculation instead of strategy.

What to consider:

• Where in your facility could you reinforce your mission or progress?

• Do your spaces help your teams understand where they’re going—and why?

• Can you share achievements or changes in a way that feels motivating?

3. Global Complexity Requires Local Consistency

Trend: Regional diversification & digital transformation

As global brands decentralize and adapt to regional differences, the ability to maintain brand consistency becomes more challenging—and more critical. Variability in fulfillment models, regulations, or even infrastructure can cause inconsistencies in how your brand shows up.

What to consider:

• Are your brand standards truly scalable across markets?

• Can regional teams execute without compromising design?

• Do you have the infrastructure to support rollout at different speeds?

4. Don’t Let Sustainability Fade into the Background

Trend: Circular economy (lower priority, but still important)

While the report shows sustainability falling in priority, consumer expectations haven’t changed. People still care. And even if it’s not always feasible to overhaul operations, how you talk about your progress still matters.

What to consider:

• Are there opportunities to design for reuse or recyclability?

• Are your sustainability goals visible and understood?

• Can you use signage or display systems to reinforce your efforts?

5. AI Is Reshaping Operations—But Who’s Explaining It?

Trend: AI & IoT integration

AI is improving logistics—route planning, predictive maintenance, and real-time tracking—but it’s not always easy to explain. And that gap between what’s happening and what people understand can create friction.

What to consider:

• Could you use visual tools to explain how tech is improving your process?

• Are your teams aware of the "why" behind the changes?

• Is your customer experience aligned with your tech advancements?

6. The Supply Chain Is Now Part of Your Brand

Meta-theme: All of the above

The takeaway from the Maersk report is clear: the supply chain is no longer just a behind-the-scenes function. It shapes perception, employee culture, and customer experience. And that makes it part of your brand.

What to consider:

• Are you using your physical spaces to tell your story?

• Can you align operational change with branded environments?

• Is your signage doing more than directing—is it reinforcing who you are?

Final Thought: Lead with Purpose in a World That’s Moving Fast

Before we wrap: One growing strategy for managing execution across distributed teams and locations is the use of web-enabled brand portals. These tools give marketing and operations teams a centralized, on-demand way to manage, customize, and distribute frequently used branded assets—things like signage, promotional kits, direct mail, and compliance materials. They help compress turnaround times, reduce manual coordination, and eliminate version control issues.

That said, not all brand portals are created equal. Off-the-shelf solutions may promise ease but often fall short when it comes to the flexibility and scalability complex organizations require. Highly customizable portals—tailored to your workflows, approval processes, and fulfillment needs—are a more strategic investment. They enable the kind of control and responsiveness that off-the-shelf platforms struggle to deliver.

It’s worth noting that not every branded experience fits into this model—custom facility graphics, one-off installations, and localized storytelling often require a more hands-on approach. But for high-frequency, widely distributed print assets, brand portals are becoming an essential part of staying responsive and consistent.

These aren’t easy shifts to manage. But they’re important. And the brands who respond with thoughtful strategy—not just surface-level design—will be the ones who stay resilient.

At Thysse, we believe that how your brand shows up in the real world matters. Whether it’s a retail rollout, a warehouse wall, or a shipping label, the details are what connect operations to meaning.

Because at the end of the day, your signage, graphics, and physical presence are more than just touchpoints—they’re proof points.

If you’d like to discuss your goals in the context of actionable steps we could help you take, our team is here to help. Just send us an email and we’ll find a time to connect. They’re called discovery meetings for a reason. Let’s shine a light on some opportunities you can consider.