When acclaimed German goldsmith, Johannes Gensfleisch zur Laden zum Gutenberg, unveiled the printing press to enthralled Strasbourg onlookers in 1440, humanity changed forever. Texts could be printed with breakneck haste, and mass communication was suddenly possible and affordable, paving the way to monumental changes in society, culminating in the publication of The Tawny Frogmouth, of course. And while the thrust of contemporary civilisation marches towards a digital metaverse, Brookvale’s Watermarx Graphics remains focused on the wonder of print, receiving awards nationally and internationally for their letterpress printing, foil stamping and embossing. Founder, Alan Fawcett, tells us more about his love of print, and what his business has to offer a digital-obsessed world.
What inspired you to start Watermarx Graphics?
I was in the last letterpress class at Graphic Arts College Ultimo in 1979! So naturally, being one of the last letterpress printers to be formally trained, I am very nostalgic about the trade and art of letterpress printing. And even though technology moved on and I learnt new types of printing, I’ve always tinkered with letterpress and the art of foiling and embossing. I then invented a new means of foil stamping using polymer plates, which my wife and I used as the foundation to invent and patent a new means of embossing. The plates allow for a water wash out system which we manufacture inhouse, as opposed to the old way of etching using nitric acid and metals. The system also allows us to emboss very fine detail on paper, card, stickers and even emboss braille dots on polypropylene. Armed with a healthy dose of optimism and a “we’ll figure things out along the way attitude”, we kicked off in Brookvale in 2006.
How was the name Watermarx born?
As printing makes a mark and our systems are based on a water wash out system – hence Watermarx!
What does Watermarx Graphics create?
We’re a bespoke and high-end print company and specialise in providing amazing event stationery that will wow your guests, creating invitations for weddings, birthdays, corporate events and even the Logies! We can personalise an event by foil stamping a monogram or logo on napkins, bonbonniere cards, menus or emboss onto a box or foil on to a bag, as well as create business cards that have the all-important wow factor.
Has society’s shift away from print communications affected your business?
We’ve become so reliant on digital forms of communication nowadays that it’s actually made people more aware of how impactful a beautifully embossed invite or foil stamped business card is, a printed material with a tactile, quality feel, and where the thought and craftsmanship that’s gone into its creation ensures the recipient is delighted with the product, and that it leaves a lasting impression.
How did you survive the impacts of Covid-19 on events and gatherings?
Our business suffered tremendously during the pandemic with everyone locked down, all social gatherings confined to zoom meetings, it’s not exactly the ideal environment for ornate printed goods to thrive. Most importantly though, we survived, and believe wholeheartedly in the value of a well-executed, well-designed piece to ensure an event really comes to life. That initial contact with a beautifully printed item really sets the tone for what lies ahead.
What keeps you inspired to create great products?
The delight on a client’s face when the work we do exceeds their expectations.
Check out all Watermarx Graphics has to offer by visiting their website watermarx.net and calling Alan on (02) 9905 8127