A conversation with Jim Martin of Numo on Creativity in a World of Grey Merch
When it comes to design, there’s not many places that nail it quite like Numo Manufacturing does. We are big time fans of their creativity and desire to try something new in the branded merch space. We know we can count on them to bring us some of the most colourful merch in the biz that also combines things we care about, like upcycling old products into something new and useful.
We chatted with President of Numo, Jim Martin, to get an inside look at their design process and learn more about the products they have coming out in 2024 (ask us to show them to you for your next order!)
We love Numo’s designs. What does a new product design session look like for your team?
Thanks! For us, new product development is really an ongoing process. We are all on the lookout for new ideas and materials that apply both to how we make things and to our distributors and end users. Those sessions generally happen on a Slack channel whenever someone spies something cool.
Typically, we have a list of quick-hit, easier-to-shape things working alongside some larger, more strategic concepts. Those bigger concepts might be new categories, printing technologies, or materials, all with lots of input from lots of folks. It’s about understanding what we do and where we can go next.
Numo creates products that stand out with bold colours and creative shapes. Do you have a design ethos that pushes you to think outside of the box in this way?
We’d like to think that we have a very “zig where others zag” ethos, but really, it’s about understanding who we are and how to make cool shit while being true to ourselves. We like to tell ourselves to “speak your truth” collectively continually. In other words, is what we’re making aligned with who we are as a business? Fortunately, we have a clear sense of who we are.
What’s a new product for 2024 that you are excited to release? Anything you can tease?
I’m most excited about the new four-colour process canvas. We previewed it at the PPAI Expo in Las Vegas back in January, and it’s launching in mid-March. It is, bar none, the softest and highest-quality four-colour process imprint technology I’ve ever seen in the promo space.
Also, the roadmap for our partnership with Created Co has some ah-mazing new shapes for the drinkware space that I’m in love with.
What is the state of design and creativity in our industry right now? What are your hopes for 2024 in this regard?
I think creativity takes many forms. There are a few suppliers and distributors who are really nailing it, and there are many, many more suppliers and distributors trying really hard to nail it. My hope is that everyone considers what end users might need—not what they’re asking for, but what they really need. Then, follow that path.
Numo is often at the forefront of pushing our industry forward, such as with your upcycled collection. Can you share how that came about and why it’s so important?
With upcycling, we had a couple of really progressive distributor partners with whom we did a few projects that pushed us into upcycling. Those projects felt right, and we did more of them. After a few more, we decided to build a process around it to offer the program on a broader scale. We’ve converted misprinted t-shirts into dog beds, fishing waders into can holders, and done all kinds of off-the-beaten-path projects.
The obvious win is diverting promo materials from landfills and trash. However, what’s really awesome about it is that distributors have the potential to generate more revenue while keeping stuff out of the garbage.
If every distributor who sold a banner or tablecloth asked, “Hey, what are you thinking about doing with this stuff after the event?” what a wonderful conversation that would be. Instead of “this can be made from rPET” (which is important), the conversation would move to how we can extend the life of this stuff, which would improve cost per impression.
What is one product that you simply can’t live without right now and why?
I’m field testing a new Created Co drinkware tumbler that has finally replaced my old, reliable Kinto coffee tumbler I’ve used for many years. I’m really digging that.
Also, pouches. I love bags and pouches. My everyday carry bag is full of pouches: one for vitamins, one for protein bars, one for pens, one for chargers, etc. Each has different materials that are either in development or already in the line. My fave is our medium Duratek front zip pouch. It’s the perfect size and material.
