Imagine: A Powerhouse Utilizing Strategic Diversification

Minnesota-headquartered Imagine — which also has production locations in Chicago, Los Angeles, and Charlotte, North Carolina, is a true printing behemoth that does a massive amount of wide-format work, as well as commercial printing, packaging, and other spaces — has been a perennial presence on the WFI 150 list. In addition to print services, the company has been working to grow its service structure.

Don McKenzie, chairman and CEO, Imagine: “We’re winning the work.”

According to Don McKenzie, chairman and CEO at Imagine, the company is “really excited” about the current state of the wide-format segment, and notes that the company is “in a significant growth phase.”

To illustrate, he says the company currently has 70 presses in operation in its production facilities, of which 60% are digital presses. He adds that the company purchased nine digital presses this year (2024). In its 1.5 million sq.ft. of production space, the company serves the needs of convenience stores, quick service restaurants, universities, and other verticals with a wide range of services and applications.

McKenzie says a key aspect of the company’s growth trajectory comes from adding services that offer value beyond printing. For instance, he says the company has made significant moves into providing marketing/advertising agency services, and currently employs nearly 100 people in that division. This and other services, he says, are leading to deeper penetration with existing clients.

Imagine has also made significant investments in kitting. Its own “Pick to Light” kitting system helps the company efficiently meet the needs of 17,000 convenience stores nationwide with graphic kits that contain upward of 300 items each, including shelf tags, wide-format applications, window clings, and menu boards. “There is very little we won’t do,” he adds.

Roughly 25% of Imagine’s revenue, McKenzie says, is generated by non-wide-format applications, such as printing for medical devices, direct mail, labels, corrugated, and instruction booklets. And it is crucial to understand that the services the company provides are growing outside of the confines of what we define as “print.” McKenzie says the company’s “marketing platform, prototyping, and modeling — allow us to look at clients in a different way.” The company’s California facility, Midnight Oil, he says, has added services in social media, web, and television production for both domestic and international clients.

As stated, McKenzie believes Imagine is on a growth trajectory. In fact, he expects the company to be up over 8% during 2024 and is “forecasting significant growth in 2025.” Part of this comes from changes within the company. For instance, he shares that Imagine’s sales organization has nearly doubled in size, and because of that, “We’re winning the work.” It also comes from changes in approach — particularly the addition of digital signage technologies. “Digital signage is deepening the relationship with clients,” he says, “by providing more than print.”

Asked about Imagine’s path forward, McKenzie explains the company’s motivation: “A lot of print is price-based, and that makes it difficult to differentiate. We want to add more value, be a thoughtful organization — creative and strategic … Our investments are to add more creative, more digital. Otherwise, you’re a price competitor, and that’s not a good future.”