In 1986, XIC was founded at a time when print meant volume and runs of five or ten thousand copies were the norm, with scale defining success.
Now, as the company enters its 40th year, the landscape has shifted. Print has advanced, taking on a more focused and strategic role within marketing.
Reaching four decades in business is something my fellow director, Jason Moir, and I are incredibly proud of. Having both been in post for more than 30 years, it feels fitting that this is also the year we have taken full ownership of the business. That decision gives us the control and confidence to invest in the technology, creativity and people that will define XIC’s next chapter.
When I think back to walking through the doors more than 30 years ago, I have seen first-hand how client requirements have changed. Volumes are significantly smaller, timelines are much tighter, complexity far greater and expectations are higher than ever. Where we once focused primarily on scale, today the emphasis is on customisation, finish and precision.
As digital channels have grown, the role of print has naturally evolved and what excites us is that print has become much more intentional. It’s now a strategic choice. I often refer to certain items as “sticky pieces” because they are tangible. They stay on desks, get picked up and are passed between colleagues. In a world where social posts may reach thousands yet disappear in seconds, a well designed printed piece is far less easily forgotten. It feels premium and memorable, standing out precisely because so much else is fleeting.
Working alongside digital campaigns, print reinforces key messages in a physical, human way.
We are also seeing this play out on a larger scale. Businesses are bringing their identity to life through branded physical spaces from office enhancements and large scale displays to smaller, tactile touchpoints. Highly creative, bespoke interactive pieces can now be prototyped and manufactured in house at XIC, in limited quantities, without extreme cost.
Meeting that demand requires the right technology and expertise. In recent years we have installed two new wide format machines to support growth in our display services and a direct to object printer primarily for branded merchandise applications, while continuing to enhance our digital press capability to ensure high quality short runs remain efficient.
Just as importantly, we have invested in our people. We have built a tight-knit, multi-disciplined and expert team - many of whom have been with us for a long time and have seen the company grow. The average length of service at XIC is 18 years, which is something we are hugely proud of.
Our team is multi-skilled, operating a wide variety of equipment, software platforms and deploying a diverse range of finishing techniques to deliver branded environments, packaging, promotional products and integrated print solutions that reflect how modern businesses use print today.
What ultimately makes these projects successful is not just the machinery, but the thinking behind them. A premium printed item should feel aligned with the brand, relevant to the audience and purposeful. Often clients don’t yet have a defined brief, so it’s our responsibility to identify where print can add value and to bring forward ideas that enhance their wider marketing strategy.
That mindset is central to how we operate. We see ourselves as partners, not just suppliers and working with clients is about insight, creativity and consistently delivering quality that reflects well on their brand.
Forty years on, with full ownership and a clear long term vision, Jason and I are committed to shaping what comes next for XIC. The future of print isn’t about volume, it’s about impact. As brands look for more meaningful ways to connect with people, physical experiences will continue to play an important role alongside digital channels.
Our focus is on ensuring XIC remains at the forefront of that shift - investing in technology, creativity and people to keep pushing the boundaries of what great print can do for the brands we work with.
Print may have changed over the last forty years, but its ability to create real, lasting connections has never been more valuable.