the big 3-0

It all started with a flag.

Well, a flag holder to be precise. A custom designed flag holder that could fix to the outside of a car featuring a small, detachable flag, to then be waved at whatever event the drivers were heading to. The brainchild of Al Watson, whilst the flag holder might not have taken off, the production of flags certainly did.

Founded in 1992, Auto Flags International was initially a two-man band; father and son team Al and Glenn Watson. The duo would print small flags using a t-shirt carousel, which soon proved to be a slow and laborious process. With no formal background in print, they were quick to learn, gathering information and insights from others in the industry to improve their processes. It wasn’t until a few years later that they were able to undertake formal print training. As word spread and flags flew, requests started coming in for larger flags. Instead of outsourcing, Al got to work, rustling up a bespoke 20 metre flag printing table, complete with questionable welding. This presented a need for larger premises, seeing the growing business move to Ringwood, taking on a few new team members along the way.

And the rest, as they say, is history: A colourful, fun and people-filled history. AFI wasn’t an overnight success story but rather saw a steady growth born from a curiosity and appetite for innovation. ‘We might not always have had the answers or solutions, but we knew the places to go and the people to speak to, to ensure our business stayed one step ahead.’ says Glenn, AFI's Founder and Strategic Director. In the early 2000s, the team spent valuable time in Europe, looking at how print technology and processes were evolving and bringing them back to Australia. In 2006, AFI was the first company to offer 3m wide fabric printing in Australia. ‘This was a real game changer for us’ says Glenn. ‘By being first to market, we were able to open up wide fabric printing within Australia to a range of new industries like exhibitions and retail. Now, 16 years on, they have become core business streams for us.’

2005 saw AFI win the contact for the dressing and signage program for the 2006 Commonwealth Games in Melbourne. ‘This really put us on the map in the major sports space’, says Glenn. Since delivering the project, AFI has worked on a range of major sporting events including the ATP Cup, Asian Cup, World Swim Championships and 2018 Commonwealth Games,

In 2008, during the Global Financial Crisis, AFI introduced ReFrame, an aluminium extrusion system with silicone edged fabric to the Australian market. The innovative ReFrame system offered affordable and versatile display solutions, resulting in business growth for AFI, at a time when many Australian businesses were struggling.

Over the last decade, AFI has grown to become Australia’s largest fabric printer with a complete in-house offering at its dedicated facility in Carrum Downs. In 2015 it acquired OCTANORM Australia and in 2019, it received Australian Made certification for its range of ReFrame products. Just last year, AFI was acquired by IVE Group, Australia’s leading holistic marketing and print communications company.