Previously, the commercial printer has deliberately operated in a narrow market sector, with a percentage share in the high-end property brochure market and the print management sector that both required short B2 colour printing.

Managing director Peter Arnel said the economic recession had made him rethink the company's direction.

While it is unclear where the high-end property brochure market is going, he said, it is clear that digital and web markets were making an impact. 

"The Indigo will meet some of the demands, but another one of the main changes is the move to start directly engaging with end user commercial clients through our existing customer service managers.

"This is proving very successful, although to do it properly we have to offer the complete service from web-to-print, digital and litho up to B1."

WHP has replaced one of its B2 presses with the Heidelberg – a four-colour 102 Speedmaster with coater. This is to enable it to produce 16pp A4 sections instead of 8pp A4 sections, reducing finishing costs and allowing it to be more competitive.

The move into digital was on the back of the need to have a digital web-to-print solution for its property operation.

"With our average run lengths on our commercial side being 1000, it could be argued we should have done it earlier," he said.

Arnel also announced he is now the sole managing director of the 60-staffed company after his partner of eight years, Steve Greener, left the business to live in America.

The company's current turnover is £6m, and certifications include ISO 9001, ISO 14001, OHSA 18001, PEFC and FSC.

It predominantly produces short-run, high-quality promotional materials and operates in the property brochure market.