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October 21, 2103

CR&A Custom Expands Large-format Offerings with First HP Latex 3000 Printer in U.S.

PALO ALTO, CA - HP today announced that CR&A Custom, Inc. became the first print service provider (PSP) in the U.S. to install the new HP Latex 3000 Printer, helping the fully digital shop to increase productivity and quality.

Celebrating its 20th anniversary, Los Angeles-based CR&A Custom recently experienced significant growth and needed to expand its technology portfolio to quickly deliver high-quality output while keeping the environment in mind. Printing at speeds up to 1,900 ft2/hr (1) using proven, water-based HP Latex Inks, the HP Latex 3000 Printer met these needs and allowed the company to profitably address increasing customer demand.

“Our company has been on a steady growth path with no signs of slowing down. Increased demand, plus digitally savvy clients, meant our next technology investment had to efficiently deliver impressive quality with minimal environmental impact,” said Carmen Rad, president, CR&A Custom. “The HP Latex 3000 Printer does just that, while also being extremely operator friendly. We have already reduced operator costs and increased capacity for high-quality point-of-purchase displays by as much as 300 percent.”

Originally a sublimation print shop, CR&A Custom, Inc. now exclusively uses digital printing equipment, installing its first HP large-format device in 2001. The HP Latex 3000 Printer expands CR&A Custom’s existing portfolio of HP Latex, Scitex and Designjet printers.

High quality and fast speeds open new doors for CR&A Custom
After installing the HP Latex 3000 Printer in June, CR&A Custom took on a large project to print and mount 15 murals in a parking garage for a state-wide lottery client. The murals were printed on an adhesive vinyl and covered more than 50,000 ft2 of wall space. The HP Latex 3000 Printer was essential to maintaining color consistency across tiles without the need to rotate.

“Though this job was extremely large, it was important for the graphic to be of high quality since most of the images were being viewed from a close distance,” said Rad. “The machine performed flawlessly and is sure to help us secure additional large projects and new business opportunities in the future.”

Combining increased production capacity with 1200 dpi resolution, the HP Latex 3000 Printer helps high-volume customers meet tight deadlines and achieve broader media versatility, including heat-sensitive substrates. The new HP Latex Optimizer creates a competitive advantage with consistent image quality at high speeds as well as efficient curing at lower temperatures and with less energy than previous HP Latex solutions.

“To maintain growth, large-format PSPs are under increasing pressure to provide a wide range of high-quality applications quickly to customers,” said Jan Riecher, vice president and general manager, Americas Graphics Solutions Business, HP. “The productivity, quality and versatility of the HP Latex 3000 Printer allows CR&A Custom to expand its application offerings, addressing more client requests and realizing growth opportunities.”

More information about the latest additions to the HP sign and display portfolio is available at, on YouTube at and through the HP Graphic Arts Twitter Feed,

About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. With the broadest technology portfolio spanning printing, personal systems, software, services and IT infrastructure, HP delivers solutions for customers’ most complex challenges in every region of the world. More information about HP (NYSE: HPQ) is available at

(1) Printed in outdoor (3-pass 6-color) mode.

3000 Hanover Street
Palo Alto, CA 94304
Phone: 1-866-229-7313
Website URL:

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