WhatTheyThink Films recently completed its documentary on Atlanta’s Colorchrome. (Watch it here.)
Colorchrome is in many ways the quintessential family printing business. In 1983, John Rhodes, alongside his wife, founded Colorchrome as a small photo lab with just one employee—himself. Today, John, alongside his son, Christian, helms Colorchrome Atlanta, a thriving large-format digital printing company serving the high-end reproduction art market. With a team of 75 dedicated professionals, Colorchrome occupies an impressive 53,000 square feet of space, a testament to its remarkable growth. “It’s been a long, long journey,” John says, “but a lot of fun.”
Christian Rhodes grew up in the company. “It’s literally always been in my life,” he says. “I used to be there when I was a baby in a playpen and as a kid, I’d help doing things like shredding paper.” As he got older, Christian assumed more responsibility and worked at the family business during the summers throughout his teen years. Still, he did not envision making a career of it. He went to law school and became an attorney. When he returned to Atlanta nine years ago, he offered to help his father at the company for a brief time until he could start a new corporate law job. Instead, he discovered a newfound passion for the business and stayed. He is now the COO of Colorchrome.
The journey of Colorchrome parallels the evolution of technology in the printing industry. In its nascent years, the company relied on analog photo techniques, utilizing enlargers and dark rooms for image reproduction. With the advent of digital imaging, John embraced innovation, transitioning into the realm of wide-format digital printing. “In this business, you really have to keep up with technology,” John says. “Especially for the high-end market we serve. We are printing art, and people are going to be looking at it very closely. It’s not like a window sign for a fast-food restaurant. We must stay at the forefront of technology.”
The company has a wide range of large-format digital printing equipment, but its partnership with swissQprint proved to be instrumental in enhancing Colorchrome’s capabilities and efficiency. The recent addition of a swissQprint Kudu flatbed printer further solidifies Colorchrome’s commitment to staying at the forefront of technological innovation, enabling the company to produce three-dimensional ink prints with unparalleled precision and detail. “Everything we make, we consider permanent installation work that has to last a long time while still meeting our client’s budget and timeframe expectations,” says Christian. “Not many companies can produce thousands of pieces of quality artwork in a short timeframe to fill entire hotels worldwide. The swissQprint printer let us do that.”
The applications of Colorchrome’s printing services span a diverse range of industries, from hospitality to healthcare. Whether it is wallcoverings, prints on wood, or window films, Colorchrome prides itself on delivering exceptional quality coupled with unparalleled customer service. Each project is approached with meticulous attention to detail, ensuring that client expectations are not just met but exceeded. “With the textured printing, we can do things as simple as recreating a tile, or as complex as recreating an entire oil painting, brushstrokes and all, that looks very similar to the original. It’s a selling point we are excited about, and so are our clients,” Christian says.
Christian emphasizes that the essence of Colorchrome extends beyond its technological prowess or expansive facilities. At its core, the company is driven by a commitment to excellence, a dedication to delivering lasting value, and a passion for creating meaningful experiences through art and craftsmanship. “I know everybody says this, but for us, the people at Colorchrome really are the most important part of this business, “he declares. “Everything we make is unique. It's custom, it's bespoke, it's crafted by hand. It requires a lot of care and conscientiousness and expertise on the part of the people doing the making.”
Looking towards the future, Christian envisions continued growth and expansion for Colorchrome. “Growing the company that my dad started - that seed, that kernel, and build on it is probably the most enjoyable aspect of my time here,” says Christian. “I want to expand it in a way that is sustainable and profitable and creates a lot of enjoyable jobs for a lot of people, and great product that our clients and their clients appreciate and see every day. I know it’s just manufacturing, but I think it brings a lot of people a lot of happiness.”
“I enjoy the imaging business and working every day beside my son,” John adds. “My wife would like me to retire, but I am having too much fun to do that.” As they embark on this journey of growth, one thing remains constant—the unwavering dedication to uphold Colorchrome’s legacy of excellence and continuing to exceed the expectations of clients for years to come.
