“We’re doing things pretty much the way the two Hatch brothers did right out of the gate in 1879,” says Celene Aubry, the print shop’s manager. “Back in 1879, the dominant form of media was print. Whenever you wanted something produced, you went to your printer. They designed and carved imagery and hand-lettered and sort of predated the establishment of graphic design.”
The printer has always played a content creator role in the process.
“One of the things about Hatch Show Print that’s probably different from many print shops is that the designers and the printers are one and the same,” Aubry says. “The person who designs your poster prints your poster. That creates a seamless connection that makes for better design and a better final product.”
While the shop’s process remains the same, the content Hatch produces and the context in which it’s received has changed.
“Back then, print was aimed at telling or selling you something,” Aubry says. “Today, when we make posters, it’s often to commemorate an experience. A lot of the gig posters we create are sold at the shows. It’s less about advertising the event and more about capturing a feeling. That really opens things up for more graphic or artistic interpretations and presentations. The purpose becomes more conceptual.”