PIAA to rebrand for new era as print broadens reach

Peak print industry association PIAA is rebranding to become the Print and Visual Communication Association, with the new face to be presented at PrintEx next week.

The Association is making the move in response to the evolving print industry, and its growing membership, a significant number of which are coming from the design community.

Speaking to Print21 the Association's CEO Andrew Macaulay said, "The print industry is broadening, as technologies converge. People and companies in the industry are now involved in far more than putting ink on paper. The recent PICA awards saw a host of engagement with the design community.

"The change in branding is to reflect the evolution of print, and position the Association to continue as the hub for the the industry.

"We are getting new members from the design community, and from the packaging and labels sector, and they are bringing plenty to the table. They are focused on 'What is my print doing for my customer', it is about the value proposition.

"The Board took the view that it wanted a rebrand to reflect its heritage and embrace the modern world."

Macaulay said the Association will remain focused on providing dedicated services to its members and being the voice of print to policymakers, politicians and institutions.

The Association is holding a Special General Meeting for full members only at PrintEx next Thursday to ratify the change. It will also vote on moving the registered office from Sydney to Melbourne. The meeting will take place at 1pm in Hub One at the Sydney Showground. Sandwiches will be provided.

Macaulay said, "At PrintEx the Association will be showing a great piece of added value print, where one of our members has created 3D effect label for a Bourbon bottle. That is a great collaboration between design, print and new technology, and exemplifies the new, wider, creative era."