In an era where the manufacturing landscape is undergoing a seismic shift driven by automation, data-driven decision-making, and high-speed digital transformation, industry leaders are increasingly turning to large-scale events to maintain their competitive edge. Among those at the forefront of this evolution is Justin Reichert, Vice President of Operations at Serigraph, Inc. As a seasoned veteran in the graphics manufacturing sector, Reichert represents the forward-thinking leadership required to navigate the complexities of modern industrial production.
With the 2026 PRINTING United Expo—scheduled for September 23–25 in Las Vegas—on the horizon, Reichert’s strategic approach to the event offers a masterclass in how to leverage industry summits to drive tangible corporate growth and operational excellence.
The Core Identity of Serigraph, Inc.
Bridging Innovation and Industrial Reliability
Headquartered in West Bend, Wisconsin, Serigraph, Inc. has carved out a reputation as a multifaceted powerhouse in the graphics manufacturing industry. At its core, Serigraph is not merely a printing house; it is a solutions-oriented partner for some of the world’s most demanding sectors.
The company specializes in a diverse array of services, including high-precision screen printing, cutting-edge digital printing, and the development of membrane switches, functional overlays, and complex labeling systems. These products are foundational to industries ranging from medical technology and automotive engineering to consumer electronics.
For Reichert, the company’s mission is clear: "We partner with customers to solve complex manufacturing challenges while delivering quality, innovation, and reliability." By positioning themselves as a consultative partner rather than a simple vendor, Serigraph ensures that their clients receive solutions that are as durable as they are aesthetically precise. However, maintaining this standard requires constant vigilance regarding market shifts and technological advancements.
The Motivation: Why the Industry’s Pace Demands Engagement
The decision to attend a major trade show like the PRINTING United Expo is never taken lightly by executive leadership. For Reichert, the motivation is rooted in the accelerating "pace of change."
The printing and graphics industry has moved past the era of static mechanical processes. Today, it is defined by the rapid convergence of hardware and software. Reichert notes that his primary focus is on identifying "new technology, automation opportunities, and operational improvements." In a global market where lead times are shrinking and quality expectations are reaching near-perfection, the ability to integrate automation is no longer a luxury—it is a survival mechanism.
The Value of the "Returning Attendee" Perspective
Unlike first-time attendees who often view an expo as a discovery mission, Reichert approaches the event with the seasoned perspective of a returning participant. His strategy is built on a foundation of networking and benchmarking.
"What brings me back is the opportunity to see what’s new, connect with industry peers, and learn how others are solving the same challenges we’re facing," Reichert explains. He acknowledges a fundamental truth of industrial management: many companies grapple with identical bottlenecks. By observing how peers solve these issues, he can bring a wealth of "borrowed" wisdom back to the West Bend facility, effectively shortening the trial-and-error period for new internal initiatives.
Strategic Focus: Technology and the Data-Driven Future
When asked about the specific technologies he intends to scout during the three-day event in Las Vegas, Reichert’s list is highly targeted. He is not merely window-shopping; he is hunting for tools that promise to move the needle on key performance indicators (KPIs).
Key Areas of Interest
- Digital Print Advancements: As digital technology continues to challenge the speed and resolution of traditional processes, Reichert is looking for the next generation of industrial-grade printers capable of handling high-volume, high-complexity tasks.
- Workflow Automation: The "bottleneck" is the enemy of profit. Reichert is particularly interested in software that bridges the gap between prepress, production, and shipping, minimizing human error and maximizing throughput.
- Labor Efficiency: With the skilled labor market remaining tight, any equipment that can automate repetitive, manual tasks—thereby allowing human talent to focus on high-value problem solving—is a priority.
- Data-Driven Manufacturing: Perhaps most importantly, Reichert is tracking how suppliers are integrating IoT (Internet of Things) and real-time data analytics into their hardware. The ability to monitor machine performance in real-time is the key to predictive maintenance and improved operational uptime.
Methodology: Maximizing the Expo Experience
From Concept to Actionable Strategy
A common pitfall for executives at large expos is "information overload." With hundreds of exhibitors and a sprawling floor plan, it is easy to lose focus. Reichert’s strategy is defined by intentionality. "I like to go in with a plan," he says. This involves a rigorous, pre-show scheduling process.
By scheduling time with key suppliers and strategic partners ahead of the event, he ensures that critical business discussions are not left to chance. Furthermore, he emphasizes the importance of educational sessions. In an industry where regulations, material sciences, and software integration change annually, the knowledge gained in seminars is often as valuable as the hardware on the floor.
"My goal is to leave with ideas that can be put into action, not just concepts," Reichert asserts. This pragmatism is the hallmark of his leadership style: he views the Expo as an R&D department extension, where the objective is to source solutions that offer a clear Return on Investment (ROI).
Implications: The Ripple Effect on Business Growth
The impact of attending PRINTING United extends far beyond the final day of the conference. For a company like Serigraph, the lessons learned at the Expo serve as a catalyst for cultural and operational change throughout the following year.
Challenging Assumptions
One of the most profound benefits, according to Reichert, is the opportunity to "challenge assumptions." In a corporate environment, it is easy to become entrenched in the phrase, "This is how we have always done it." Exposure to new processes, different ways of organizing a production floor, or alternative raw materials forces leadership to re-evaluate their internal status quo.
Continuous Improvement and Team Growth
Reichert views these trips as a form of professional development that transcends his own career. By bringing back new ideas, he provides his team with the tools to improve their own workflows. This creates a culture of "continuous improvement," which is essential for retaining top talent and attracting new clients who value innovation.
Furthermore, these industry connections often bloom into long-term collaborative partnerships. By identifying suppliers who are truly invested in the success of their customers—rather than just selling them a piece of machinery—Serigraph strengthens its supply chain, ensuring that they remain a reliable partner for their own customer base.
Conclusion: Setting the Stage for 2026
As the industry converges on Las Vegas this September, the presence of leaders like Justin Reichert serves as a reminder that the printing industry is as much about human ingenuity as it is about advanced machinery. Through a disciplined approach to the PRINTING United Expo, Serigraph, Inc. is positioning itself to remain a dominant force in the graphics manufacturing sector.
The focus on automation, data, and peer-to-peer learning reflects a broader trend toward the "Smart Factory" model. By prioritizing these elements, Serigraph is not just keeping pace with the industry; it is actively shaping the future of manufacturing.
For those looking to gain a similar competitive advantage, the 2026 PRINTING United Expo offers more than just a trade show floor; it provides the blueprints for the future of the industry. As Reichert puts it, identifying one new technology or one new industry connection can be the difference between stagnating and scaling. With the countdown to September now underway, the stage is set for a pivotal moment in the evolution of modern manufacturing.
For those interested in participating in this year’s dialogue on the future of printing and graphics, the 2026 PRINTING United Expo will be held in Las Vegas from September 23–25. Industry professionals are encouraged to visit printingunited.com for registration and the full educational program schedule.
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