Max Allen · Dealer Manager & Director of Wide Format & Labels · Graphic Whizard

At PRINTING United 2026 in Las Vegas, Pat McGrew meets Max Allen from Graphic Whizard — a company with such a broad finishing portfolio that describing it in an elevator pitch is almost impossible.

From slitting, cutting and creasing to laminating, perfect binding, booklet making, digital die cutting and wide-format routing, Graphic Whizard focuses on what happens after the print leaves the press. And with around 65 machines across the complete portfolio, there is usually something relevant for almost every digital or wide-format printer.

But the conversation isn’t really about having more machines.

It’s about reducing touchpoints, lowering labor requirements and finding ways to automate finishing that may still be highly manual today.

Max explains that customers typically come to Graphic Whizard from two directions. Some are replacing existing equipment and looking for more automation, while others are trying to expand their businesses into applications they don’t currently offer — perhaps adding perfect binding, embellishment, wide-format cutting or a small digital finishing department.

And increasingly, those traditional boundaries are disappearing.

Wide-format companies are adding digital cut-sheet capabilities, while commercial printers are moving into signage, rigid materials and other wide-format applications. Graphic Whizard therefore sees significant crossover between its different product ranges, with some equipment capable of supporting applications on both sides.

Workflow also plays an important role. Graphic Whizard integrates with specialist software partners for applications such as imposition, barcode-driven production and registration, rather than attempting to build every piece of the workflow itself.

For Max, the objective is straightforward: understand what the customer is trying to produce and then find the simplest way to automate it.

Less handling. Less setup. More applications. And more finished products out the door.

Watch Pat McGrew’s conversation with Max Allen from Graphic Whizard at PRINTING United 2026 in Las Vegas.

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