Andrew Gunn Discusses Fujifilm's New Aspire Program
During the second annual Media Day before PRINTING United Expo, journalists were given the opportunity to chat with top industry exhibitors in one-on-one meetings. Andrew Gunn, head of product marketing and sales enablement for FUJIFILM Canada, chatted with Wide-format Impressions about Print On-demand and Fujifilm's newly launched Aspire program.
WFI: What is the goal of the Aspire (Inspire) Program?
AG: The Aspire program was created to make CMYK+ embellishment technology accessible to everyone—from beginners to experienced designers and printers. The idea was to “democratize” CMYK+ by removing the intimidation factor and giving users the confidence, tools, and knowledge to start designing and printing with specialty colors and effects.
WFI: Why was the program developed?
AG: Customers consistently said they loved the technology but didn’t know how to afford it, how to design for it, or how to sell it. Aspire was designed to address those obstacles by providing education, assets, pricing guidance, and hands-on training. It helps users move from “I want to do that” to “I can do that.”
Q: What does the Aspire program actually provide?
AG:
- Design education: Teaching designers how to create for CMYK+ applications—something very few people currently know how to do.
- Downloadable assets: Gold, silver, pink, and other specialty-color assets that users can co-brand and use freely, without trademark limitations.
- Pricing tools: Resources that help printers understand the cost impact of adding embellishments and how to price their work.
- Sales training: Through a partnership with Tactile, customers receive support on how to sell embellishments effectively.
- Support from creation to production: From initial design, to operations, to on-press execution, users get guidance at every step.
WFI: How does this program help customers grow?
AG: By learning how to design, print, and sell embellished work, designers, press operators, and operations teams can “up-level” their skill sets. This leads to higher-quality output, new capabilities, and ultimately more business opportunities and better ROI.
WFI: How is print on demand influencing the industry?
AG: Print on demand has become the “new normal.” Adding specialty colors like pink costs only fractions of a cent yet dramatically upgrade the visual impact of work. Instead of focusing solely on margin, customers see embellishments as a way to win more business by delivering standout quality at minimal extra cost.
WFI: What role do embellishments play in the future of print?
AG: Embellishments—such as metallics, textured clear toner, and high-opacity white—help digital print meet or exceed offset quality. They also allow printing on a wider range of substrates, including textured and soft-touch materials. These capabilities help printers differentiate themselves and elevate everyday applications into premium pieces.
WFI: Why does the speaker believe print is experiencing renewed interest?
AG: Digital fatigue is increasing, especially among younger generations like Gen Z, who appreciate the tangibility of print. Embellished print adds a tactile, memorable dimension that screens can’t replicate.
WFI: Does the Aspire program address the use of AI in design?
AG: Not yet directly, but the topic is important. As AI design tools advance—especially with companies like Adobe—designers will soon be able to generate fully print-ready files with embellishments (gold, clear, metallics) built in. AI is expected to accelerate and expand design possibilities, and the Aspire program aims to be ready to support that evolution.
WFI: What’s the overall vision behind Aspire?
AG: To empower the entire creative and production ecosystem—designers, printers, and operators alike—to confidently use CMYK+ embellishments, win more business, and push the boundaries of digital print.
