Visual Marketing: How We Took Print from Ink to Rink

As a design and renovation company, Custom One specializes in transforming home interiors and exteriors into inspired living spaces. As a premium commercial printer, Smartpress specializes in creating brilliant, high-quality print. For the On-the-Glass Club, it was a match made in branding and visual marketing heaven.

The ask? Create an edgy, mountain-modern design with a cozy lounge feel. Combining contemporary signage, dark wood paneling, stunning granite countertops, wood-tone floors, warm lighting and massive forest graphics, the result was a comfortable and intimate atmosphere for Minnesota Wild On-the-Glass members attending games and events.

From our online print shop, Smartpress (along with our parent company, The Bernard Group), designed and printed the entire array of wall graphics and signage, including custom vinyl wallpaper, cut vinyl wall decals, wooden and acrylic signs and a 30-foot interior backlit branded display.

“We’re thrilled to partner with the Minnesota Wild,” said Smartpress Vice President Matt Chapman. “Just as they exemplify excellence on the ice, we’re dedicated to delivering top-quality print and marketing solutions and are proud to showcase our print and visual design capabilities.”

To fulfill the brief, we deployed an arsenal of custom printing services. Apart from the acrylic signs, everything we designed and printed (and everything you can design and print) became a reality with our Custom Quote feature. From cut vinyl wall graphics and dusted crystal vinyl window graphics to wallpaper and wooden signs (yes, we have a millwork facility!), Custom Quote is how you get it all – and anything else for your lifestyle and business environments.

Hint: Those acrylic signs we mentioned? Dive deeper into what our online printing services can do with them: Glossy & Glass-like: The Wow Factor of Clear Acrylic Signs.

As a carbon neutral printing shop, we consider the environmental impact in everything we do, from how we create our visual marketing products to how we do business. It’s also a crucial factor for collaborators like the Minnesota Wild and Custom One. Just as we had to be on the same page for the On-the-Glass Club concept, so too did we have to be on the same page about sustainability and social responsibility.

“The Minnesota Wild’s commitment to their community aligns well with Smartpress’ values,” said Chapman. “Our sponsorship is not just about hockey – it’s about investing in our community and supporting the team.”

Smartpress’ commitment to green alternatives and responsible sourcing stood out to Carin Anderson, senior vice president of corporate partnerships for the Minnesota Wild.

“We seek partners like Smartpress [who] are like-minded in building solutions that provide sustainable, lasting outcomes for the community,” Anderson said, noting the Xcel Energy Center is a LEED (Leadership in Energy and Environmental Design) Gold Status venue. “We continue to achieve or exceed the sustainability standards that come with such an award.”

As a Green Path Builder, Custom One is designated as an industry leader in energy-efficient residential home construction and thus fits right in with the collaboration’s eco-friendly focus. Brand and Marketing Manager Maddie Ricci said the company’s mission is to go beyond simply building beautiful homes.

“By focusing on sustainability from the ground up, we craft homes that not only captivate the eye, but also align with our clients’ environmental values. We take great pride in this recognition, which underscores our unwavering commitment to creating homes that are both stunning and sustainable.”

And since Smartpress has created strong ties to charities and nonprofits in our local community, Kate Hamilton, director of Custom One Charities and member of Custom One’s New Home Sales team, recognized an immediate connection.

“Hockey is more than a sport; it’s a unifying force that brings communities together, fostering a sense of pride, camaraderie and shared passion,” she said. “We align to the same thought. Through Custom One Charities, we give back to the community through youth-based programs and providing to those in need.”

Built on sustainability and social responsibility, the On-the-Glass project was the start of a beautiful brand friendship for three stakeholders.

Hint: Before you design your products and print online, see just how seriously Smartpress takes sustainability: Green Goals: An Inside Look at Our Environmental Management System.

First, can you tell us more about Custom One?
Maddie Ricci: “We’ve earned our reputation as a respected source dedicated to delivering homeowners a comprehensive solution tailored precisely to their needs. With a team of seasoned experts, we blend unparalleled craftsmanship, innovative design expertise and personalized service to not just meet but exceed expectations.

“Our approach goes beyond constructing visually appealing homes; we prioritize ensuring that our homes surpass the health and sustainability standards of typical residences in Minnesota.”

What is the Minnesota Wild’s On-the-Glass Club at the Xcel Energy Center?
Ricci: “The On-the-Glass Club offers a premium and unforgettable experience in sports and entertainment. It provides the closest seats to the hockey action, allowing members to immerse themselves in the game.

“Additionally, members of this exclusive club – limited to 190 On-the-Glass ticket holders – gain access to the Custom One Club, which is renowned as the most exclusive club in the arena. Dedicated bartenders and attendant service enhance the overall premium experience for the club members.”

Tell us about custom printing with Smartpress and The Bernard Group. What was it like collaborating on visual marketing with our design team?
Ricci: “Our collaboration with Smartpress and The Bernard Group was instrumental in bringing our vision for the club to life. Leveraging their expertise in signage and wall cladding, they played a pivotal role in transforming our ideas into stunning visual elements throughout the space.

“Inspired by the themes of evergreens, mountain modernity, sophistication, and a touch of moody ambiance, we approached The Bernard Group with our concepts. They not only understood our vision but exceeded our expectations in their execution.

“The Bernard Group’s contribution was multifaceted. They skillfully crafted various elements that now define our space, including intricate acrylic signs. Their expertise in cut vinyl wall decals added a unique charm to our eating area and back corners. The wallpaper, featuring elegant trees, graces two sections of our space, while a white wall near the entrance to the rink is adorned with a bespoke design, thanks to their mastery.

“A standout feature of their work was the main LED sign [made of] wood and black acrylic that serves as a focal point, capturing the essence of our club. The meticulously crafted entrance sign from the concourse welcomes our patrons with a touch of sophistication and warmth. They also expertly applied frosted vinyl on our door-to-ice windows, enhancing privacy while maintaining an elegant aesthetic.”

Kate Hamilton: “Smartpress and The Bernard Group provided guidance, creativity and very strong partnership as we navigated the opportunity within the Custom One Club. The team approach allowed us to share ideas while relying on experts to execute on design and placement.

“From the start, they jumped in to ensure we headed in the right direction and in a timely manner, as this specific project was extremely time sensitive. We were continually impressed with their professionalism and their execution.”

What are your thoughts on the final aesthetics of the club?
Ricci: “In our collaboration, The Bernard Group’s attention to detail and dedication to precision were evident. They worked closely with our team, accurately measuring and planning the placement of each element to best represent both our space and the Custom One brand. Their professionalism and creativity were instrumental in translating our ideas into tangible, visually stunning elements that have become integral parts of our club’s atmosphere.”

Hamilton: “We’ve heard rave reviews – everything from the cool vibe and upscale atmosphere, to the attention to detail in the wall coverings to the backlit displays. At each game, we get a handful of text from clients, partners and friends of Custom One who are excited to see our brand lit up in the arena!”

As Smartpress’ parent company, The Bernard Group takes large format printing and business signage past visual marketing and into the experiential marketing world, manufacturing dynamic retail displays and creating branded environments. They play with some of the most iconic brands in the world, executing complex ideas across industries – ideas like the custom signs and walls in the On-the-Glass Club.

To create such curated concepts, The Bernard Group’s Director of Retail Experience Lindy Morgan said the first thing to do is listen to the client:

“In the beginning, the Custom One team did two working sessions with our creative team, reviewing inspiration, colors, patterns and materials, [which] was very helpful in honing in on the final look that included foggy forest graphics, black wood accents and warm lighting fixtures.”

And while challenges always arise when telling a visual story, Morgan was proud of how the teams worked through them. “We had four separate teams help with installation as the wallpaper, vinyl graphics, architectural vinyl, acrylic signs and backlit box signs all needed different tools and trades,” she said. (DYK: The forest graphics are over 12-feet tall and 120-feet long!)

“The Custom One team, our onsite teams and manufacturers all worked together quickly. I’m most proud of how it all came together to create a memorable club experience.”

But the highlight for Morgan? “Lighting is perhaps my favorite part of a space and the addition of backlighting behind the main sign in the club is a signature moment.”