How the cataloger uses creative print and production strategies to stay connected to customers.

By Reported Donna Loyle

Burke saves his in-house staff primarily for true creative work. “I can’t have my team fixated on being tool wizards or creating new production systems. The technology has to be seamless and efficient. We put the onus of technology support onto our print partners.”

That said, Burke’s is no technology-shy creative department. Up-to-date technical capabilities such as digital proofing and computer-to-plate printing have enabled Hello Direct to stay at the leading edge of catalog production. But one printing capability in particular has enabled the catalog to rise above the pack and connect with its customers in a uniquely personal way.