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An AWS team called just after seven in the evening about a booth opening the next morning at a venue on Warwick Lane, in EC4M in the City of London. They needed a printed tablecloth, two roll-up banners and 400 stickers, on the stand by 8am. The order was still changing at 21:49 and the print ran through the night.
Written by Maciej Antosz, Production Manager at Silver Image London ·
This is an account of one job, not a turnaround promise. Send us yours and we will come back with a firm figure.
The times below are as they sit in the email thread. The order changed three times after the first invoice went out, which is normal on this kind of job and is the reason nothing went on press until the last answer came back.
| When | What happened |
|---|---|
| Just after 19:00 | Phone call, then the brief by email: a booth opening the next morning, roughly 500 attendees expected. Two roll-up banners, a tablecloth for a six foot table, and a list of promotional items to price up. |
| 19:35 | Our reply asked for the three things that decide whether an overnight job is possible at all: the delivery address, the deadline hour, and an on-site contact for the courier. Invoice raised so production could start the moment the spec was fixed. |
| 20:21 | Order trimmed to what could genuinely be produced overnight: two roll-up banners and 400 stickers. The promotional items — tote bags, keyrings, tee shirts — were dropped, because they are not an overnight product. |
| 21:00 | Delivery address confirmed on Warwick Lane, EC4M, for 8am, with a request to write “AWS Booth” on the label so the boxes could be identified on arrival. |
| 21:01 | Tablecloth added back to the order: whatever is the most fitting size for a six foot table. |
| 21:0x | We stopped. The artwork supplied for the cloth did not match the brief — see below. |
| 21:25 | Answer back confirming the whole cloth orange with the white logo centred. That single line settled the specification. |
| 21:49 | “That’s perfect.” Final invoice raised, print started that night. |
| Next morning | Delivered to the venue for the 8am set-up. |
Written up from the email thread. Nobody on the thread is named, and no figures from the invoice are published. The client, the venue’s postcode and the printed items are, because they are the work.
The brief was an orange cloth with a white logo. What arrived was the opposite: a small logo in orange and white text, sitting on a white background. Printed as supplied, the client would have received a white tablecloth with a small rectangle in the middle — technically correct against the file, and useless on a stand.
So the job stopped and the question went back: the artwork provided doesn’t match the description given earlier — we cannot convert or adjust the colours on our side. That last part matters and it is worth being plain about it. Recolouring somebody else’s brand asset is not a favour, it is a guess about a colour we do not hold a reference for. On a corporate logo, guessing the orange is how you produce four hundred pounds of unusable cloth at two in the morning with nobody awake to complain to.
The answer came back in one line: the whole cloth orange, white logo centred on the front-facing fold. Twenty-four minutes from question to confirmed spec, at half past nine at night, and the press ran on a specification instead of an assumption.
The cloth in the photograph is printed full colour edge to edge, which is why the orange runs off the side of the trimming table. The cheaper way to make a branded cloth is to take a white one and apply a printed panel to the front. It looks fine flat on a table in a workshop and wrong in a room: the panel sits proud, catches the light differently from the fabric, and the front-facing fold puts a seam exactly where every photograph of your stand is taken.
Front-facing fold is the phrase to hold on to when ordering. A six foot table seen from the room is mostly one long face, and that face is the only part of the cloth anyone will ever see in a photograph. Centre the mark on it, not on the flat top.
Three things, none of them printing. The address, the deadline hour and the on-site contact were asked for in the first reply, not chased at midnight. The order was cut down to what genuinely runs overnight, instead of promising tote bags that do not. And the artwork question was raised at 21:00 rather than discovered at 06:00.
Everything after that was ordinary production. The interesting part of an overnight job is almost never the press.
Sizes, fabrics and fold options are on the printed tablecloth page. For the banners, see pull-up banner printing, and for work that has to be finished inside the working day, same day printers.
Tell us the size, the quantity and when you need it. We come back with a firm price, and we check the artwork before anything goes on press.
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