Testimonials

SignAction scales premium production with all-in-one HP R530 Printer

Graphic Arts

5 ago 2026

The investment has allowed the business to print direct to substrate and bring in-house some of the colour critical work that it had been previously outsourcing

NSW-based SignAction has spent more than 55 years delivering signage, display, and branded solutions throughout Australia and internationally. Established in 1969 and now celebrating 30 years under its current ownership, the company has built a reputation for combining creative thinking with advanced manufacturing capabilities across premium travel retail, quick service restaurant (QSR), and commercial interiors.

Operating from its Sydney manufacturing facility, SignAction provides end to-end services including design, project management, large format printing, signage production, display manufacturing, retail fit-outs, digital signage and point-of-sale displays.

The past few years have seen the company go through a period of transition, emerging with a new name, new location and new services enabled by its investment.

The transformation was sparked by a corporate restructure in 2022, which saw Paul Culliver take over as sole Director, and a move to new, larger premises in late 2024.

For many years, SignAction relied on outsourcing for some of its colour-critical rigid work. While the team recognised the value of bringing this capability in house, traditional flatbed systems were not a practical fit due to their size and the space constraints within the existing production environment.

Its recent investment in an HP Latex R530 changed that equation, allowing SignAction to introduce direct-to-substrate capability without requiring additional production space. SignAction is also among the first companies in Australia to adopt the platform.

Catering for premium retail and commercial environments means SignAction regularly produces colour critical applications where consistency, presentation, and quality are paramount.

The HP Latex R530’s compact footprint allowed us to bring this capability in house without compromising valuable production space, while still providing the flexibility to print both rigid and roll media. It also supports our sustainability goals through the use of water-based inks and direct printing to recyclable substrates, which many of our clients now require, SignAction general manager Brendon Baker said.

Consistent, high-quality output across both rigid and flexible applications is essential for a business like SignAction operating in premium retail, interiors, and display environments. The HP Latex R530 enables the business to bring colour-critical work in-house, strengthening control and consistency, while providing the flexibility to work across a broader range of materials such as acrylic and timber, and improving overall production agility.

Since installation, production has ramped up steadily, with the business averaging around 550 sqm of print per month and peaking at close to 800 sqm. Bringing more work in-house has also supported improved margins, reduced reliance on external suppliers, and improved turnaround times on key projects.

We’re now able to take on a wider variety of work and serve a broader customer base. Baker added.

SignAction’s decision to invest in the HP Latex R530, following its purchase at PacPrint and installation in August 2025, further strengthens its long-standing relationship with HP and its confidence in Latex technology. It also supports the business as it continues to expand its offering across retail, interiors and display environments.

We’ve worked with SignAction for a long time, so this was really about finding the right fit for their business. The R530 gives them the flexibility to handle a broader mix of applications while fitting easily into how they already operate. Just as importantly, it delivers consistent output with their existing setup, which is critical for a business like theirs working on premium, colour-sensitive applications, said Chris Bowden, HP Large Format Production Partner Business Manager.

What we’re seeing with the HP Latex R530 is a real shift in how PSPs like SignAction are thinking about growth. It’s not just about adding another device — it’s about opening access to new applications, new substrates, and ultimately new revenue streams. The ability to move seamlessly between rigid and flexible media on one platform gives them the confidence to expand their offering and take on higher-value work, said Craig Hardman, HP Large Format Country Manager for ANZ.