Page 44 - BusinessWest June 9, 2021

Hazen holography
The company employs 200 people and participates in an internship program with Western New Eng- land University that helps engineering students gain experience.
“We create opportunities for young people to learn about the industry in general and our operation in particular — and expand our future talent pool,” Hazen said when the award was announced.
And back in December, the International Holo- gram Manufacturers Assoc. (IHMA) named Hazen Paper’s 2020 holographic calendar Best Applied Dec- orative/Packaging Product at its Excellence in Holog- raphy Awards.
“
gives the graphic artist a mechanism for providing backlighting, for creating movement, for creating a 3D kind of effect.”
Featuring a fire-breathing dragon with three- dimensional scales, the oversized calendar utilized an array of innovative holographic techniques to create a decorative design the IHMA called “outstanding.” These holographic designs included gray-motion for the sky background, color-motion for the dragon, and two-channel color-motion lenses and fire-motion lenses to animate the flames.
And the company continues to innovate. For example, it announced back in August it had created an innovative, two-sided promotion to demonstrate
cutting-edge holographic technologies. The Hazen team designed the artwork on both sides to show- case specific visual effects with nano-holography that delivers an even more dramatic three-dimensional effect.
Perhaps the most unusual aspect of the pro- motion is that it is two-sided custom holography, transfer-metallized on both sides. “It hasn’t been done before,” Hazen said last summer. “The ability to transfer-metallize a lightweight stock on two sides with custom holography opens up the potential for use in many applications where consumer impact is key. It’s very exciting.”
Changing Times
Clearly, Hazen Paper has come a long way from its origins in 1925, when Hazen’s grandfather, also named John, launched the enterprise as a decorative paper converter and embosser. His younger brother, Ted, joined Hazen in 1928 to help manage the grow- ing company, which grew rapidly in the 1930s and expanded into printing and foil laminating by the 1940s.
Ted’s son, Bob, joined the company in 1957, and John’s son, Tom, signed on in 1960, and the second generation expanded the company numerous times over the next three decades, as Hazen Paper became known worldwide for specializing in foil and film lamination, gravure printing, specialty coating, and rotary embossing. Hazen products became widely used in luxury packaging, lottery and other security tickets, tags and labels, cards and cover stocks, as well as photo and fine-art mounting.
The third-generation owners, John and Robert
Hazen
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and tends to
be lower-res- olution. But it is very unique; it’s hard, if not impos- sible, to replicate. And from a graphic point of view,
it gives the graphic artist a mechanism for providing backlighting, for creating movement, for creating a 3D kind of effect.”
Hazen also uses a digital process — several differ- ent ones, actually, as opposed to Visa. “The Visa dove is analog — they created the model of a dove, set up lasers around a room, and got light to refract and bounce back.”
These days, Hazen Paper’s holography can be seen in hundreds of applications worldwide, from product packaging to the program covers for annual events like the Basketball Hall of Fame enshrinement (since 2013) and the Super Bowl (since 2004, although not in 2021, since there were questions early on about the game’s scheduling during COVID-19, and the design process has to start many months in advance).
Hazen showed off a copy of the 2020 hoops-hall enshrinement program, the class that includes the likes of Kobe Bryant, Tim Duncan, and Kevin Garnett. It showcases 3D imagery of the Hall of Fame’s iconic dome and spire and its panoramic interior, juxta- posed with a collage of the year’s inductees in action. The back cover is a holographic treatment of Mohe- gan Sun in Connecticut, where the enshrinement ceremony was held. Again, it used the sustainable Envirofoil process.
Hazen has also added to its trophy shelf mul-
tiple times in the past year, including a Next Century Award from Associated Industries of Massachusetts, which recognizes employers, individuals, and com- munity organizers that have made unique contribu- tions to the economy and residents of Massachusetts.
From a graphic point of view, it
44 JUNE 9, 2021
INNOVATION & STARTUPS
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