Valentine’s Day as an outcome. Easter as a real decision.

In January, the same thing happens every year in the communication, print and production industry.
Seasonal topics come back — Valentine’s Day, Easter, spring — but in very different modes.

On one hand, there are last-minute enquiries.
Valentine’s Day, which is just around the corner, often returns as a rush job: quick decisions, ready-made formats and an attempt to “deliver something” under strong time pressure. These are reactive projects — with very limited room for manoeuvre in terms of design, materials and logistics.

On the other hand — at the same time — a completely different type of conversation begins.
About Easter, spring and the first outdoor activities that are only starting to appear on the horizon, but require decisions right now.

And this is exactly where the tension appears:
is seasonality just a date in the calendar, or the moment when real project decisions are made?

Valentine’s Day as an outcome. Easter as a decision.

At this stage, Valentine’s Day is, in most cases, an ad hoc topic.
Handled quickly, often based on existing solutions, with limited influence on design and production.

Easter and spring are a completely different conversation.
This is when real decisions are made about:

  • materials (indoor / outdoor),
  • formats and durability,
  • scale of activities,
  • visual and operational consistency across multiple touchpoints.

This is where seasonality stops being a “holiday” and starts being a decision-making process.

How do we approach this at Labo Print?

We work in both modes.

As a production partner for printing houses, intermediaries and agencies, we often support ad hoc projects — especially where:

  • production capacity is limited,
  • time pressure is critical,
  • or the project requires competences beyond a single technology.

We are not always able to take on every project — but we always try to help.
Sometimes that means production, sometimes consultancy, sometimes helping to structure the process or recommending a different solution.

At the same time — and we say this openly — we feel most comfortable in projects planned in advance.

Projects where:

  • decisions are well thought through,
  • communication elements form a coherent whole,
  • campaigns include multiple touchpoints and channels,
  • and production is a natural extension of strategy, not firefighting.

These are the projects we most often deliver:

  • for agencies planning complex campaigns,
  • for large brands and retail chains,
  • and the ones we most enjoy working on.

Why are we talking about this now?

Because the turn of January and February is the last moment when
spring and outdoor projects can still be designed properly,
not just “delivered”.

Seasonality is not about holidays.
It’s about the moment decisions are made.