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

Before retiring in 2024, Dean Bott, Thysse’s President, took one last walk through our Oregon, Wisconsin headquarters—a space he helped shape during his nine-year tenure with the company and more than fifty years in the printing industry.

Dean was known for giving the best tours in the building. For guests who truly loved the craft of printing, those tours could stretch for hours—filled with stories, insights, and small details that revealed just how much he cared about this work and the people behind it.

When Dean announced his retirement, we couldn’t let him leave without capturing one of those tours in video form. This series preserves his knowledge and perspective—a lasting look at the people, processes, and principles that make Thysse: Where You Go With Your Brand®—from the perspective of a true print expert.

Every brand relies on consistent, high-quality messaging to drive awareness, build equity, and drive growth. Commercial printing is about reproducing those messages, colors and overall brand experience in physical form. There’s a lot more to it than putting ink on paper, at Thysse.

Commercial printing is often described as “custom manufacturing”. Unlike most types of manufacturing where industrial equipment, teams and workflows are aligned to produce the same thing at scale, commercial print is a different animal. Variable substrates, graphics, exact colors, page counts, trims, folds and bindings change and feed into a truly dynamic manufacturing environment. 

In this clip, Dean walks through Thysse’s digital toner, high-speed inkjet, and offset printing. These complement Thysse’s wide format technologies, which extend the same color control to signage, display graphics, and environmental branding. Together, these platforms allow Thysse to reproduce color accurately across every substrate, device and asset type produced here.

Dean often emphasized that technology should support creativity—not the other way around. Thysse’s digital toner presses enable short-run printing and variable-data personalization with remarkable efficiency and quality.

Speed and personalization are key to today’s most effective marketing programs. In this video, Dean showcases Thysse’s HP PageWide A2200 roll-fed inkjet press, a powerhouse for high-speed, variable-data printing and direct mail.

Offset printing remains the benchmark for long-run quality and brand consistency. Dean takes us inside Thysse’s Heidelberg six-color press, where automation, LED-UV curing, and G7 color management work together to deliver exceptional results for high-end collateral and packaging.

Printing is only half the story—what happens next transforms it into something memorable. Inside Thysse’s bindery and finishing department, Dean explains how flat press sheets become beautifully finished materials through cutting, folding, die cutting, gluing, and stitching.

Once printed, every mail piece must be assembled and verified with absolute accuracy. Here, Dean demonstrates Thysse’s camera-based inserting systems and USPS mailing services, ensuring each envelope and insert set is perfectly matched and ready for delivery.

In Thysse’s wide format printing division, ideas scale up and come to life. From retail signage and event graphics to architectural and environmental branding, Dean showcases how Thysse produces large-scale visuals with exceptional detail and color accuracy.

Not every printed piece ships the day it’s produced. Many move through Thysse’s print fulfillment center, where logistics, technology, and inventory management converge. Dean highlights how custom-built Brand Portals give clients real-time control over their printed assets, promotional items, and signage kits—all stored and shipped directly from Dane County to locations nationwide.

The tour concludes with Thysse’s commitment to sustainability. For Dean, sustainability isn’t a buzzword—it’s built into how Thysse operates. From solar-powered printing to renewable paper sourcing and right-sized packaging, sustainability shapes every stage of production.

As Dean steps into retirement, his legacy remains visible in every part of Thysse—from the technology and processes he helped refine to the culture of craftsmanship he championed.

Dean’s tour wasn’t just a farewell—it was a way to preserve the knowledge and spirit that shaped Thysse’s culture.

His legacy lives on in the team that carries that spirit forward—continuing to innovate, explore new technologies, and push the edge of what’s possible. Every day, Thysse looks for new ways to create value, elevate brands, and deliver outcomes that move our clients—and our craft—forward.

The Work Behind the Wow

Most of these projects start before concept designs are approved, before furniture is picked out, sometimes before drywall’s even up. That’s when I get looped in.

I walk the space—usually with the install team—so we can flag wall conditions, access points, finishes, and anything else to avoid problems later. We take measurements, gather notes, and get everything lined up for estimating.

Once we’ve got a handle on what’s actually possible, creative steps in. Proofs get made. We move into production and install, keeping the process moving and the details on track as the build comes together.

No two of these are the same, but the process stays pretty consistent: understand the space, understand the people, and figure out how to make it all click.

What It Changed

The all-in environments hit different.

I’ve seen elevators turned into owl nests. Stairwells wrapped top to bottom in illustrated wallpaper. Floor graphics that make you feel like you’re walking into a story. It’s not subtle. It’s not supposed to be.

Same with retailers. When they lean into who they are—through aisle signage, custom displays, themed departments—it’s entertaining. It’s useful. It makes it easy for regulars to find what they want, and it makes new shoppers feel like they’re part of something.

You don’t forget a space like that. And honestly, why would you want to?

Why It Works

There’s something that happens when a company really goes for it.

I’ve walked into buildings that are completely off the rails in the best possible way—every wall, ceiling, floor, and elevator wrapped in a theme. Sci-fi, underwater, medieval, you name it. It’s not for everyone, but it is unforgettable.

Same goes for retail. When the signage, displays, and floor graphics all speak the same language, it pulls you in. It’s fun. It’s easy to follow. You find what you’re looking for—or what you didn’t know you wanted. And you remember it.

I still think about the student union at San José State. I walked that building when it was stripped to the bones—exposed drywall, demo equipment everywhere. Then we came back and installed everything: wayfinding, wall graphics, dimensional logos. It looked like a different place. And more importantly, it felt like one.

People always say brand matters. This is what it looks like when someone actually believes it.

Why They Called Thysse

Usually by the time I’m involved, the idea’s already out there. Sometimes it’s a mood board. Sometimes it’s “we want to theme the whole building like this, but don’t know where to start.” Either way, I’m walking the space, checking the walls, asking about access, timing, finishes—everything that makes or breaks an install.

Then it’s creative, proofs, production, install—one piece at a time, all lining up with the original vision. We’ve done this enough to know where the gaps usually are. So we plan around them.

The work gets noticed. That’s the goal. And if we’ve done it right, it’s not just noticed—it’s remembered.

The Work Behind the Wow

It starts with asking the right questions: What kind of surface are we applying to—tile, concrete, carpet? How much foot or vehicle traffic are we dealing with? Is this short-term for an event or long-term for a retail or warehouse environment?

Once we know the conditions, we recommend the right material and laminate to make sure it holds up—and holds on. We also plan for how it needs to come off—some graphics need to last for years, others need to come up clean in a month. Adhesive selection matters.

From there, we prep the files, coordinate install timing, and make sure everything is aligned (visually and literally) before it ever hits the ground.

We’ve done everything from individual decals to full-room floor takeovers—wood, stone, straw (yep, straw). If you can stand on it, we’ve probably wrapped it.

What It Changed

Floor graphics don’t just blend in—they often become the experience.

In retail, we’ve used them to direct traffic, build product zones, and give seasonal campaigns an extra boost. In corporate offices, they help define space without building walls. And in construction or warehouse settings, they handle lane marking, zone ID, and everyday safety.

We’ve even manufactured giant outdoor numbers for shuttle pickups during big events. And since many of these can be installed without a professional crew, clients often handle the placement themselves. That flexibility makes a difference—especially when timelines are tight.

Turns out, the ground’s just as good for wayfinding as the walls. Sometimes better.

Why It Works

People look down. Sometimes to find their way. Sometimes just to avoid eye contact.

Either way, floors are fair game. One of the best parts about floor graphics is that they don’t run into thermostats, fire alarms, or any of the usual wall-mounted surprises. You can deliver a message, reinforce the brand, or point someone in the right direction—without working around a dozen built-in obstacles.

We’ve used them for navigation, safety, product zones, and—yes—an owl nest on an elevator floor. Some are subtle. Some are the first thing people notice. It’s all about what the space calls for. We just make sure it works.

The Work Behind the Wow

Conference rooms are surprisingly technical. The location of a logo matters. The wall texture matters. The placement of a single line of type? Yep—that matters too. Especially if there’s a giant table in the way.

Seriously though—hands down, furniture is the number one cause of office graphic fails. It's just so easy to overlook in new spaces. It seems strange to some clients, but we actually need to know what chairs, tables and cabinets they're planning to use. ...And exactly where they'll go."

That’s why we consult on materials and install strategies before creative even begins—so their (or our) design team can do their best work knowing exactly what they’re working with. Privacy vinyl? No problem. Dimensional logos? Absolutely. Faux wood wallpaper with a ceiling wrap to match? We’ve done it.

Every project is a little different, but the goal’s always the same: make the space feel intentional.

What It Changed

We’ve worked on rooms that just needed a simple visual anchor—a logo, a brand color, a single statement. We’ve also helped transform rooms into fully themed spaces, with textures, lighting, and layered graphics that feel more like a destination than a meeting room.

For corporate clients, conference room graphics support branding and professionalism. For nonprofits, it’s about warmth and connection. For fast-growing companies, it’s a way to bring consistency and brand continuity to team members and clients. The new location, expansion or renovation can reinforce that brand's identity and offer stability—even when things are evolving fast.

Why It Works

When people walk into a room that looks finished, it changes how they show up.

Thoughtful graphics set the tone without making a scene. They support privacy. They carry the brand. They make the space feel like it belongs to the people using it. And when they’re done right, they mostly stay out of the way—which is kind of the point.

If you're not sure what "finished" means, here's one way to look at it: you want the room to feel established. Put-together. Basically the opposite of that “I just moved out and hung up my college art” vibe.

Why They Called Thysse

Because we understand the full picture.

We’re often brought in early, alongside builders and facilities teams, so we can get ahead of the weird wall textures, access issues, or timeline surprises that show up later. We help plan, quote, prototype, and adjust—long before anything gets printed, let alone installed.

Then we stick with it through every stage—so when the final graphics go up, they land exactly where they’re supposed to.

So yeah. Big or small, simple or elaborate—it’s the same playbook. The devil’s always in the details, and that’s where we stay focused. It’s how we make it happen.

The Work Behind the Wow

The real challenge with wayfinding? It’s part design, part logistics, part detective work.

We don’t just ask what signs need to say—we ask how often they’ll change, who’s responsible for updating them, and how they’ll hold up to daily wear. We’ve built systems for construction crews who need DOT-compliant, reflective signage that stands up to the elements.

We’ve created flexible aisle signage for retailers, short-term event signage for campuses, and custom room signs for offices where job titles (and occupants) shift faster than a spreadsheet refresh.

And we do it all while coordinating with designers, brand teams, facilities leads, and contractors. Everyone has a stake in the outcome, and everyone needs something a little different. Our job is to connect the dots—clearly, cleanly, and on deadline.

What It Changed

Wayfinding can do more than direct—it can define.

At a general store, it might mean straightforward product signage that’s easy to update seasonally. On a sprawling corporate healthcare campus? It’s layered, dimensional signage that complements custom theming and helps thousands of visitors and employees find their way—without ever feeling lost.

And on active construction sites, it’s about safety just as much as clarity. Whether it’s directing foot traffic, identifying zones, or guiding emergency responders, signage isn’t just helpful—it’s essential.

Why It Works

Wayfinding’s one of those things you don’t think about—until it’s wrong.

When it’s done well, people move through a space without stopping to ask where they’re supposed to go. They just… get there. No guessing. No hallway detours. No looking around like they’re lost in a mall from 1996.

Whether it's an aisle sign, a directional decal, or a dimensional panel that looks like it belongs in a sci-fi movie, good wayfinding does its job quietly. And that’s what makes it work.

Why They Called Thysse

Because we don’t just print signs—we build systems.

We ask the right questions upfront. Who’s updating the signs later? How long do they need to last? What does the space call for in terms of mounting, compliance, or durability?

We’ve designed for retail rollouts, healthcare expansions, university campuses, and multi-phase construction sites—each with a different set of needs, and all with the same expectation: get it right.

And we do. Because wayfinding isn’t just about helping people navigate spaces. It’s about helping brands show up clearly, confidently, and completely.

The Work Behind the Wow

Step one: know what you're working with. That means getting accurate, field-verified measurements—not just the height and width of a wall, but where every outlet, camera, fire alarm, defibrillator, or rogue wall sconce lives. We’ve learned (the easy way, thankfully) that nothing throws off a gorgeous design like a surprise thermostat.

Once we’ve got measurements and reference photos, we coordinate with designers, proof colors directly on the actual wallpaper material, and prep the files for print. Larger graphics get tiled with thoughtful overlap—so seams disappear and people’s faces stay intact. (Nothing like a perfectly placed seam through someone’s forehead to ruin the vibe.)

When the panels come off the press, we check them again, label them in install order, and package them for delivery like they’re headed to the Louvre. Because if they get smooshed in transit, it’s no one’s best day.

We also include install diagrams, reference photos, and a full breakdown of what goes where. Think IKEA instructions, but for wallpaper—and with fewer arguments.

What It Changed

These projects have range. We’ve transformed blank corridors into immersive environments, made ceilings feel like forest canopies, and turned stairwells into layered, colorful moments of surprise.

One of my favorites? A themed feature stairwell where the walls changed color and pattern on each level, with matching ceiling wraps above. Another? Columns wrapped to look like stone—giving the whole space a castle-like feel without ever lifting a single brick.

And the best part? These elements are changeable. When the space needs a refresh in a few years, we don’t need demolition crews—we just bring the ladder and the next great idea.

Why It Works

You can feel it when a space has its act together.

It’s not just the lighting or the flooring—it’s that someone thought about how the whole thing fits. Graphics help with that. They guide people. They set tone. They can make a corporate office feel like a brand, not just a building.

In retail, they pull you in—or, depending on the brand, they practically yell you in. (And yes, some of mine do.) In healthcare or education, they can calm, energize, or just help people find the right door. It’s all about using the space with intention—not just decoration.

Why They Called Thysse

Because projects like this need more than good ideas—they need someone keeping an eye on how it all comes together.

We’re usually brought in early, working alongside builders and facilities to get a handle on wall finishes, install access, timelines—things that seem small until they aren’t. From there, we loop in the right people—design, production, install—and keep the process moving.

It’s a team effort, but someone’s got to make sure it all lands in the right place, at the right time, and still looks like it was effortless.

The Work Behind the Wow

Here’s the part you don’t see in the finished photos: coordination. Lots of it.

Our install partners gather detailed field measurements (because no two elevators are ever quite the same), and we work directly with designers, contractors, and whichever facilities team is managing building access. We schedule installs before sunrise to avoid foot traffic. We build in buffer time for those last-minute adjustments that come with any fast-moving project.

Because when the doors close, they’d better line up. Period.

And if there’s a surprise change between measuring and install day? Let’s just say I’ve learned to keep a toolkit and trail shoes in the trunk. Just in case.

What It Changed

Done well, elevator graphics are a game-changer. One project turned the cab into a forest. Another made the floor look like stone. My favorite? An owl’s nest—yes, on the floor. And it worked. People stepped inside and just stared, like they’d walked into a storybook.

They’re small spaces, sure—but they carry big design energy. It’s the moment where a visitor goes, “Oh wow, they really went for it.” And that sticks.

Why It Works

Elevators are used constantly, but nobody expects them to be memorable. That’s the sweet spot.

In corporate spaces, it’s a brand continuity win. In retail? It’s free engagement. In healthcare or education, it can tell a story, guide a visitor, or just offer a little moment of calm. These are the spaces in between—so let’s make them count.

Why They Called Thysse

Here’s the truth: these jobs aren’t hard because of the graphics. They’re hard because of the logistics.

There are always multiple parties involved—installers, designers, contractors, building ops, the fire department—and everyone’s on their own schedule. Our job is to be the common thread—the team that keeps things moving, communicates clearly, and makes sure everything lands exactly where (and when) it should.

We show up early. We stay on the details. And if there’s a dog in the lobby, yes, we will pet it.

Substrate Saturdays with Steve is a weekly series exploring the materials we work with at Thysse—breaking down what they are, how they function, and why they matter.

This week, we’re talking about custom wallpaper graphics—a high-impact solution for turning walls (and other surfaces) into brand statements, creative environments, or immersive experiences. Whether you need a sleek corporate office, a bold retail interior, or a subtle textural enhancement, custom wallpapers can bring your space to life.

Why Choose Custom Wallpaper Graphics?

Custom-printed wallpapers offer a versatile, high-end aesthetic that can dramatically change the feel of a space. Unlike standard wall paints or decals, printed wallpaper allows for full-scale branding, intricate patterns, and even textured finishes that add depth and personality.

Key Benefits of Custom Wallpaper Graphics:

• Branding Impact – Reinforce your brand identity by incorporating logos, taglines, and company colors.
  
  

• Custom Designs – From photographic landscapes to geometric patterns, any design can be printed at large scale.
  
  

• Textured Options – Available in a variety of finishes to match the feel of your space, or elevate the experience.
  
  

• Seamless Coverage – Full-wall installations provide a polished, professional look without visible panel edges, but “wallpaper” isn’t just for walls. Retailers, and the brands within them, use wallpaper to cost-effectively brand and elevate shelving and display experiences.
  
  

• Durability – Designed for longevity, custom wallpapers are built to withstand wear in high-traffic areas. Wallpapers can actually outperform paint!
  
  

Types of Wallpaper Graphics

At Thysse, we offer multiple wallpaper solutions to suit different aesthetics, installation needs, and environments.

Customizing Your Wallpaper Graphics

Customization is where Thysse’s expertise shines. We help businesses design, print, and install wallpapers tailored to their space. Here’s what you can customize:

• Size, Shape & Scale: Wallpapers can be printed to fit any wall dimensions, ensuring a seamless appearance.

• Color Matching: Perfect for brand consistency—our G7 color management ensures accurate reproduction.

• Visual Elements: Integrate your logo, brand colors, photography, or abstract textures.

• Finishing Options: Choose from matte, gloss, or textured finishes to complement your space.

Installation Considerations

Installing wallpaper graphics is a precise process that requires careful planning. Thysse ensures easy application and long-lasting results by considering:

• Surface Preparation: Walls should be clean, dry, and smooth for best adhesion.

• Panel Alignment: Larger graphics may be printed in sections—proper installation ensures a seamless look.

• Removability & Maintenance: Some wallpapers are permanent, while others are designed for easy removal or periodic updates, both on walls and in fixtures and displays.

Is Custom Wallpaper Right for Your Business?

Custom wallpaper graphics are an excellent choice for businesses looking to create unique, immersive spaces. Whether you need a bold feature wall, subtle branding, or an on-brand textured ambiance, Thysse has the expertise and printing technology to bring your vision to life.

Let’s transform your space! Contact us today to explore the best wallpaper solution for your needs.

🎥 Watch the full episode here