SANDY, Utah — AlphaGraphics Sandy announced it is now operating as Nuance Ink, a new name that reflects the company’s expanded capabilities, including a greater emphasis on apparel decoration, and a more intentional approach to creating printed experiences that earn attention and reward another look.
The rebrand introduces a new identity for the Sandy-based print, graphics, signage and apparel decoration company led by owner Andy Selcho. While the name is changing, customers can expect continuity in the areas that matter most: the same ownership, team, location, core offerings, systems, pricing and commitment to quality.
“This is not change for the sake of change,” Selcho said. “Nuance Ink gives us a name that better reflects how we already think about our work and where we are headed. We are still the same team, in the same place, serving customers the same way. But we are also putting more intention into every project and continuing to expand what we can do for customers.”
Nuance Ink is built around the idea that printed materials should be worth another look. For Selcho, that means moving beyond simple order taking and asking more curious questions: Why print this? What is this piece supposed to do? Who is it meant to move? And how can the final product earn more than a passing glance?
The company describes its approach as where art meets manufacturing.
“The manufacturing side matters because quality, consistency and deadlines are important,” Selcho said. “But the art is important, too. We do not want to just check boxes and produce what someone ordered. We want to ask ‘what if?’ and help customers find ways to make every printed piece more intentional, more useful and more memorable.”
As Nuance Ink, the company will continue offering print, graphics, signage and related visual communication services while placing additional emphasis on expanded apparel decoration capabilities, including embroidery and other branded apparel applications.
Nuance Ink currently employs 21 people at its Sandy location. The company’s work includes high-visibility projects for organizations across the Salt Lake City area, including signage and related projects connected to Smith Entertainment Group, the Utah Jazz and Utah Mammoth. Selcho said those projects reflect the company’s ability to combine production capabilities with the detailed thinking required for brand environments seen by large audiences.
The company’s new website is available at www.nuance.ink.