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.

“Offline communication”—whether you call it signage, retail graphics, large format print or ISM, over the past 10 years I’ve worked on it with global brands—and ones that are just getting started.

There are several major brick and mortar growth stages, each with their own challenges. It all really begins when napkin sketches and spreadsheets become a flagship store. For leaders with growth in mind, flagship stores are prototypes—tests that validate the next step. (Phase 1, no special name.)

With proof your model works, the next handful of locations sprout up. They’re tests too. From refining insights to growing teams and adding the tools and processes needed to keep a few locations humming, there’s a lot of foundation setting going on. It’s herding cats, but once you’ve got them marching in single file, it’s time for the real test: scaling your operations and brand into retail domination and the cover of Fast Company.

Okay—scaling! You’ve reached Phase 2, which is my favorite. I even have a name for it: “Branch & Soar!”

Phase 2: Branch & Soar - “This is working!”

This is an exciting chapter for a retailer—whether you’re selling a dining experience, float isolation, escape room adventures, picture frames or clothes—the way you’re doing it is working. 

Often—maybe always, a key diver is differentiation. How you’re doing it is different in ways your customers prefer. It’s earning you referrals, your brand is spreading and your team is energized.

This begs the question, “What ARE you doing differently?” For retailers, this is certainly a mix of many things, but fundamentally, you’ve created a superior client experience. And that stems from tangible effort and investments you’re putting into that experience. 

At smaller scales, it’s relatively easy to manage all these experience differentiators. Your stores are unique—from how they’re decorated/merchandised to how your team interacts with guests, how they follow up…lots of factors. You’ve discovered how much the little things matter. 

I’ve seen (and supported) experience tactics that are undeniably “extra”—like store associates sending handwritten thank you cards to clients. Offering premium, reusable (and branded) shopping bags for free—bags their guests enjoy being seen carrying, and probably would have paid for. …Elaborate handcrafted merchandising and inventory resets that cycle much faster than their competition. Community engagement efforts, social missions, omnichannel advertising campaigns—the marketing backend that’s needed to drive awareness and first time visits extends into great in-store experiences and beyond to unlock a different type of growth. 

These marketing and store operations efforts break through rational thinking to resonate with guests in a different way. Expectations are exceeded, emotional connections are formed—loyalty is earned and advocacy is won. The growth curve starts climbing, fast.

The tactics that drove that early success took work. There’s always at least one magical unicorn superstar that’s at the center of all this. That person and the team around them manage, coordinate, ship, replenish, replace, innovate, curate, inspect and deliver. But, as business heats up and 5 locations become 8, then 12, it starts to get increasingly difficult to keep it all flowing. It becomes additional full-time jobs, and magical unicorns are kind of like lightning—it’s rare to get two on one team. I’ve seen this in literally every transition from small to medium size retailer I’ve worked with. The systems and approaches that worked before start to break down and become less efficient.

It’s a bit counterintuitive, but costs don’t just inherently decrease with scale. What it takes to manage the experience in 5 stores can actually get harder, in non-linear ways, when you get to 10. Realizing the efficiencies of scale requires changes in how you’re managing all those experience differentiators that are working. That’s the barrier. That’s the challenge and it can grind away momentum. In a recent partnership, heroic efforts by five client-side employees (all unicorns) were keeping their superior experience engine running. Their struggles behind the scenes made it clear that they needed a better approach. And to their credit, they acted on it. …It’s how Thysse and I got involved. 

Let me first say, implementing “better approaches” isn’t easy—but it’s worth it. At face value, it often seems like it should be fairly straightforward, but as we dig into the details and begin mapping out the steps, the scope of the project reveals itself. It’s a barrier that trips up some growing retailers. One good look at it and there can be a rational response that tries to bypass, bruit force or just skip clearing it. But, as I like to advise, it will never be easier to make changes in the future.

It’s an interface challenge. It’s essentially figuring out how to connect all the pieces that make up that winning guest experience so that everything from artwork, approvals, orders, shipments, inventory levels, reporting, notifications and payments can flow between the retailer and, in this case, us in much more efficient, reliable and automated ways. Dense chunk of text there, but that’s as concise as I can make it. 

There are plenty of platforms that can do some of this within a narrow set of assets and with limitations that may seem manageable. But, there simply isn’t an off-the-shelf tool that can accommodate a diverse set of assets, logistics requirements—and your process/workflow needs—and do it well.

In the case of the client above, the process took about a year to complete. There were plenty of short-term improvements along the way—so it’s not like it’s just a struggle for a year and then utopia. It’s gradual. But, at the end of the project, three of the five full-time employees were able to shift their efforts back to support the growth mission in more valuable ways. The timing was perfect. This retailer will almost double, adding 20 new locations in the next 12 months.

The highly customized system we developed now manages virtually every asset each location needs. From new store buildout kits (delivered by freight), to totes, signs, graphics and business cards—new or replacements, it’s all a couple of clicks away.

We refer to these custom asset management solutions as “brand portals”, and that’s really what they are. From fully centralized to completely decentralized models with custom permissions and reporting, inventory management and print-on-demand—they’re powerful growth catalysts in many ways.

It’s incredibly gratifying to stand these solutions up and get client reactions. It’s kind of like moving your accounting team from graph paper to Excel. They’re literally delighted and can’t imagine how they ever did it any other way. 

It’s not just a more scalable and reliable approach—it cuts costs and improves brand management. On costs, direct-to-store fulfillment eliminates extra legs of shipping and handling. It cut the manpower needed to manage this aspect of store operations. For this client, it enabled them to drive asset costs down 15%. And, that’s on top of the logistics and management cost savings—plus, it’s faster.  Items now reach stores in days instead of weeks.

Brand standards management and the value of it isn’t always appreciated up front—but its value tends to get tangible after a few months. Whether you’re using a decentralized model that enables your stores to order what they need, or you’d rather control all asset shipments—or a hybrid—brand asset creation and approvals can remain centralized. If you’re not a Pantone Patroller on your squad, those that are will appreciate this.

Phase 3: Retail Domination, But Nicely - “The Fulfillment Era”

I’ll just briefly touch on Phase 3. I wasn’t going to—but here we are.

To be fair, there are lots of growing pains that need to be managed well to scale. And while accounting, human resources, business management and leadership structure aren’t things Thysse can help (much) with, once you’re good at adding and supporting new and existing locations, the game shifts. You’ve got an album of hits, and your fans just want you to keep singing them. It’s about consistency. 

You don’t reach Phase 3 without clearing the logistics barriers in Phase 2, so at this point, you’ve got the process figured out, you just need all systems to work reliably. The word “durable” jumps out at me when I’m working on Phase 3 projects. On my provider side, I’m looking for ways I can ensure retail operations keep humming. The world is entropic. Things happen. Maybe there’s a trade war—or several. Maybe there’s a shipping strike. Maybe a ship gets stuck in the Panama Canal, or maybe your design files get approved a week later than we planned. Durable systems take the hit and deliver on time and at standard. 

The game becomes rinse, recycle and repeat. …A playbook that leverages the scalable systems you’ve put in place, where adding locations doesn’t fundamentally change what it takes to manage/support them. You’ve built a scalable system and it’ll spin as fast as you’d like it to.

That’s the fun part for us. Thysse’s culture is all about relationships and partners. Your success is ours, and it’s thrilling to be a part of these journeys.

And they are journeys. Mid-stream, it can feel like a daunting trek and like you’re making all the mistakes. But you’re not. This is how it feels for every passionate, overworked unicorn. In fact, after reassuring a client this morning she responded: “Really?!  It’s not just us?! I always feel like we’re the worst client!”  …No, you aren’t. This is normal and it’s going to be great.

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 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!

Substrate Saturdays with Steve is our 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 paper—one of the most versatile and customizable substrates available. Whether you need a lightweight text stock for brochures, a sturdy cover stock for packaging, or an ultra-thick board for signage, paper remains a cornerstone of high-quality print materials.

At Thysse, we offer a wide variety of paper stocks to match different applications. From uncoated and coated papers to heavyweight board stock, our in-house selection ensures the right combination of texture, finish, and durability for your project. We get a lot of questions about paper selection, so let’s break it down into a little more detail:

When selecting paper for a project, weight and thickness impact not only the look and feel but also how it performs during printing, finishing, and handling. The right choice depends on whether the piece needs to be folded, scored, die-cut, or remain rigid.

There are two primary ways to measure paper:

• Weight (lbs) – Measured as the weight of 500 uncut sheets (a "ream") in its original size. Different paper types (text, cover, board) have their own weight scales.

• Thickness (Points or "pt") – Measured in thousandths of an inch (1pt = 0.001 inches). A higher point value means a thicker, more rigid paper stock.

The thicker the paper, the more likely it needs to be scored before folding.

• 10-12pt: Can be folded cleanly without scoring but may have slight cracking if heavily inked.

• 14-18pt: Best practice is to score before folding to prevent cracking and uneven creasing.

• 20-24pt: Requires scoring and is commonly used for packaging, retail displays, and premium marketing pieces.

• 30pt+ and Board Stocks: Too thick to fold—best for rigid signage, product backers, and premium packaging inserts.

• Die Scoring – Uses a metal rule to create a precise crease, commonly used for folders, greeting cards, and thicker brochures.

• Laser or V-Channel Scoring – Used for detailed, intricate folds on high-end packaging or specialty designs.

• Machine Creasing – Applies controlled pressure to bend without cutting, reducing cracking on coated papers.

• Marketing Collateral (Brochures, Flyers, Mailers) → 80-100lb text or cover, 8-12pt

• Business Cards, Postcards, Presentation Folders → 100-120lb cover, 12-16pt

• Luxury Invitations, Menus, Packaging Inserts → 140-160lb cover, 18-24pt (scoring needed)

• Product Packaging, Rigid Display Cards → 200lb+, 24-50pt board stock (no folding, only die-cutting)

Uncoated paper has no surface coating, giving it a soft, tactile feel and making it ideal for designs that require easy readability and a natural look. Coatings can prevent certain types of inks from adhering to the paper, so if writing on your project is part of the plan, uncoated papers are generally the way to go.

Best For:

• Books & Notepads

• Letterheads & Stationery

• Invitations & Event Programs

Coated paper has a smooth, treated surface that enhances production ink adhesion and color vibrancy. It comes in several finish types:

• Gloss Coated – Provides a high-shine finish for rich, deep colors.

• Matte Coated – Reduces glare while maintaining excellent print clarity.

• Silk Coated – A soft-touch finish that balances vibrancy and elegance.

Best For:

• Brochures & Catalogs

• Business Cards & Postcards

• Premium Marketing Materials

Cover stock, sometimes called card stock, is a thicker version of coated or uncoated paper, offering more rigidity and durability. It’s often used for premium printed pieces where structure and a professional finish matter.

Best For:

• High-End Business Cards

• Presentation Folders

• Packaging & Product Tags

Board stock is the thickest option we offer, available in weights up to 50-point thickness. This ultra-sturdy material is excellent for applications requiring rigidity and durability.

Best For:

• Short-Term Signage & Retail Displays

• Packaging & Box Covers

• Custom Die-Cut Promotional Pieces

With so many options available, selecting the right paper stock depends on functionality, aesthetics, and budget. At Thysse, we take the guesswork out of the process—helping you navigate and understand your options to determine the best one to meet your project needs.

In an increasingly digital world, physical brand assets still hold incredible power. The weight of a business card, the texture of a premium folder, the rigidity of a product package—these details shape how your brand is perceived.

Choosing the right paper isn’t just about aesthetics; it’s about functionality, durability, and the experience you want to create. A well-selected stock reinforces your brand’s identity, whether through the luxurious feel of a heavy cover stock, the practicality of a lightweight brochure, or the strength of a rigid board for signage.

At Thysse, we understand that every detail matters in crafting brand materials that leave a lasting impression. Our expertise in paper selection, finishing, and print production ensures that your physical assets aren’t just printed—they’re engineered for impact.

If you're unsure which stock is best for your next project, our experts are here to help. Let's create something incredible together—contact us today!