The beginning of 100% digital artworks in Stockholm Sweden was a brand new Idea! A production and printshop called The Crocodile.
I was headhunted by an B&B agency Agvald & Partners on Kungsgatan near Vasagatan to be a part of their conversion to Macs in their workflow. Primary in software education for art directors.
But the owner and copywriter Lasse Agvald had an way bigger idea about the future. He rented another small office one floor below with 3 work stations and hardware. Me, and a very smart girl Ebba Svennung should startup the new way of workflow, 100% digital. The third person was a boss. A son of a famous union leader with no experience what so ever.
Ebba was a fast learner, got things direct after I explained them, and we started to produce small jobs from the agency a floor above.
After a confusing client meeting with the boss he was replaced by Lasses son Mikael Agvald. Ebbas best friend at Agvald & Partners was another smart guy, Lars Larre Wiezell, they hang for them selfes doing what they liked most, smoking!! Two mods!
The test period was a success, a new business premises one street behind, on Gamla brogatan was set up. One of the busiest streets in town. A huge investment in work stations, all kind of available printers, raster image processors, huge 4 colour copiers and a lot more in software for all needs in our production.
Inside it was a glass wall office for Mikael, an open conference area, and 3 work stations with large adjustable tables for work standing.
In the shop area next to the street was all the printers and working areas. Everything connected and working, that was a bit of a challenge.
Micke and I choose one guy each we trusted had the skills for the printshop, Håkan was a friend of Micke and young Peter Ögren was my absolute choice.
Well, job started to roll in day one. Big companies in the area started slow by ordering office papers, business cards, letter heads and flyers. After business cards they show up with bigger and bigger job. Brochures, ads, folders, finance reports, photo retouch, you name it, we did it.
Other art directors showed up and stood behind the producer for fast help and a free lesson in how to work. The production flow was done by Ebba and me. Later more was trained and in production.
The printshop was running almost 10 hours/day. Those guys was incredible, invented new ways to make publishing catalogs, overhead, photo books for models, video covers, real estate brochures, mass copied works for clients visiting the shop and everything that actually didnt need an offset print quality to be ok. We also offered traditional print in offset, screen and other but not inhouse. I belive Micke Gillhögs Skottetryck was one.
Lasse Agvald was right, the business was ready for this digital revolution. We made it possible for other to convert slowly. And a few years later production units was established inhouse on most advertising agencies.
people
I was around for maybe an handful of years, I had no more to give, they where all over skilled for their work. The business was probably one of the oldest still running long after I left.
I just didnt get Lasses name on the company, the Crocodile. Saying "we have a huge mouth and small ears" maybe not a common client relation, or was it true?
( at the time writing this memory, all friends mention abow, each one had a great career in their life. )
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