84-86 Herald Street, Cheltenham VIC 3192 03 9585 7788

If your FY21 was reproduced on a page, what would it look like? And more importantly, what would FY22 look like?

When the concept of an organisation (for profit or non-profit) is first conceived, the person (or people) that breathe life into it also construct a DNA. 

This DNA is the foundation to everything that is core to the organisation; methodologies, values, benefactors, stakeholders – and personality. 

An organisation’s personality – the way it behaves, talks and presents itself – is its brand, underpinned by the business’ true north.

A brand can change and evolve – even multiply – over time, but everything an organisation does signposts and impacts the following:

  • How recognisable the brand is
  • What the brand’s reputation is
  • How relevant the brand is
  • How the brand resonates with people

As an organisation grows, its DNA informs identity, purpose, values and other more concrete traits that are harder to change, such as reputation.

Colour, font, design, paper stock, finish effects and delivery can say as much about a brand as its content, or even its financial performance. Print also affords a touchpoint that digital material never will.

For the audience that accesses an organisation’s printed material, the whole interactive experience is about so much more than words or pictures. The experience impacts how the audience recognises the brand, what they think of the brand, how relevant the brand is to them at that particular moment, and how the brand resonates with them. Ultimately, it heavily influences their decisions to engage – or not engage – with the brand.

And that is why deciding firstly what will be on your page, and then what will stand out on your page, is so important.

Take Brand Australia for example. Unlike the red earth, pristine beaches and tropical territories, the country’s brand can be shaped to forge identity. People recognise the road sign pictured above to insite caution for crossing kangaroos. The world knows that the kangaroo is unmistakably Australian, because the nation uses it to brand some of its proudest exports – look no further than the Australian Cricket Team, the front of an Australian passport, Qantas Airways and Mem Fox’s illustrations. In each of the physical arenas these exports operate, the kangaroo is proudly printed – be it on a cricket jersey, a Boeing 747, a passport or a kid’s book.

At Complete, our core job is to print brand communication onto material. It is to capture a moment in time with something tangible – like a stake in the ground.

We like to have fun with clients – and enjoy the process – but we also have a deep understanding of the impact our representations and reproductions can have. We work hard to understand the DNA of every organisation that trusts us to print, and we embrace the importance of capturing a moment for them to create something that will last.


Melbourne-based print and communication specialist Complete Colour is a 29-year-old business built on the strongest foundations.

Managing Director Tim Michaelides started the business in June 1992, servicing clients by day and operating the presses at night. The pillars were set and the foundation built for what we know as Complete today – a sophisticated leader at the forefront of cutting edge print and communication technology.

The business is no longer just about print, but the original pillars and foundations continue to inform every decision and action for Tim and his business partner Geoff Lawyer (Director and Head of Sales and Marketing) – and the other 30 team members at Complete.

The Complete Pillars

  1. Service
  2. Quality
  3. Value
  4. Trust

For the last three years, Complete has been an Associate Member of the Large Format Retail Association (LFRA), and has printed the last two editions on the Large Format Retail Directory (pictured above). This 820-page handbook is relied upon by hundreds of Large Format Retail businesses across Australia.

“Our team loves the [Large Format Retail Directory] project from the very beginning,” said Tim Michaelides.

“From colour matching and stock selection, to hand delivering the final directory, we’re very proud to work on such an essential publication.”

“With the 10 Year Edition (2018/19), we presented an alternative cover to enhance the durability of the Directory, moving across to a hardbound cover and adding some embellishment.

“We always look to improve our client products, offering service, quality and value.”

Complete understands the demands on each business in the LFRA. With a personalised approach, they are agile enough to deliver across digital and offset print – including variable data – and the logistics and storage solutions that come with projects.

During 2020 crisis moments, Complete worked with Beacon Lighting to regularly deliver POS merchandise materials directly to 113 (now 117) Beacon Lighting stores across Australia to combat delays caused by resource shortages or compromised efficiencies. This arrangement has continued into 2021, despite freight service improvements.

“Our door is always open,” said Director and Head of Sales and Marketing, Geoff Lawyer, who – like Tim – prides himself on always being accessible to staff, partners, and clients.

“We understand the Large Format Retail sector and all the logistics involved. We’ve worked closely with Beacon Lighting, Plush, Provincial Home Living, and others, so we know how to deliver on a tight, hard deadline. We also understand how the sector has changed over the last year, and we want to continue to support in every way we can.”

Compete was an early adopter in the digital print space, moving across with its first digital press from Fuji-Xerox Machine in 2006. 

Through every evolution and transition however, the business has held fast to its purpose and focus on service, quality and value.

In October 2020, the business passed another audit with flying colours – in ISO 9001 (Quality) and ISO 14001 (Environment). Certified since 2007, the company has now moved to a top of the class model with the new Xerox iGen 5 Digital Printing Press and Colour re-Certification in January 2021.

Powerful digital equipment provides Complete with the ability to deliver higher-volume customised digital print runs to customers, which enables more economic pricing. It also presents greater security in assurity of supply.

Complete prints 45,000 menus for Fresh Food Service Melbourne (Recipe & Meal Box Delivery) every week. The whole project is completed within a 24-hour window; from receiving the file (with 30 variants) to delivering the menus.

It is a big job, but a consistent process has enabled the team to transition through change over the last 29 years so that they are ready to continue exceeding client expectations.

“One of the biggest outcomes of last year for Complete was the en-masse return of print to Australia,” says Geoff Lawyer.

“Due to our short production and shipping timelines – and pride in service, quality and value – we’re printing a lot of jobs that businesses previously sent offshore.

We build in time and value at every stage of the process.

“We build in value by using environmentally-responsible, quality material to ensure that the product is something everyone can celebrate and rely on.

Across the business, Complete works with zero compromise on quality and environmental accountability. This means the business is able to achieve the greatest outcomes with the lightest footprints.

The Melbourne print communications hub generated 236.71 megawatt hours (Mwh) of solar energy in 2020, thanks to its 200Kw LGC* (728-panel) rooftop solar power plant. This is sufficient power to run 34 average-usage Australian homes for a whole year. Since January 2021, Complete has partnered with GreenPower to ensure any top up energy is also responsibly, sustainably sourced.


Reflecting on an unforgettable year in printing, publishing and direct mail logistics.

From every client brief and workshop, all the way through to hand-delivering the final product or service (and every watt of energy consumed along the way), we believe in recording the journey – and the business has operated this way for almost 29 years.

2020 has been a year that will go down in history for a remarkable turn of events. And while we won’t dwell for too long, we feel that it’s important to record – and learn from – the challenges our business faced and how we grew through them.

The biggest elevation was in communication. Like many industries and businesses, our internal and external communication is integral to everything we do, and it was tested in a way it never had been before. Continuing to deliver (and always improve upon) the level of service, quality and value on which we pride ourselves required upgrades to physical and digital operating systems, in turn upgrading productivity.

A new digital printing press and production software upgrades (Prepress and Press Room Manager) increased productivity, and we enhanced our air conditioning system in the print room to increase efficiencies while keeping our team comfortable in the workplace.

The sheer size Complete Colour HQ meant that we could safely and comfortably distance socially, and when the world froze in March and the team had to down print tools, we rallied by painting, gardening and working on the building, to ensure that everybody remained engaged and continued to deliver great value.

We installed a thermal imaging camera system in May, in line with the second Victorian lockdown, ensuring that the daily check-in was safe and efficient for everybody. And in September we started to work with a local consultant to continue elevating our internal and external communication as we shifted, diversified and continued to grow.

In November, we signed a contract with GreenPower to guarantee that 100% of the energy we consume comes from renewable sources, topping up the solar farm energy our roof generates with renewable energy from the grid. This further enhances our environmentally responsible approach to printing, publishing and direct mail logistics.

So that charts a quite unforgettable year. Our team has always been incredibly resilient, but as a business, we’re very proud of how we rose to a great challenge this year, keeping the whole team together with no redundancies. And we’re incredibly proud to continue partnerships with our clients who also grew in the face of adversity.

Here’s to another unforgettable year in 2021 – hopefully one where we can once again share a handshake and a laugh together in person as our teams, communities and businesses continue to grow.

From the entire Complete Colour team, we wish you the happiest of holidays and a wonderful Summer break. 

We really appreciate your support over the last 12 months – it’s thanks to businesses like yours that our whole community has continued to remain positive.

Our team will be taking a well-earned break from 4pm on Wednesday 23rd December, with a return to full service at 8am on Monday 11th January.

If you require any support during the week commencing 4th January, please don’t hesitate to contact hello@completecolour.com.au or speak to your friendly Account Manager before Christmas to discuss options.

Looking forward to seeing you in 2021 (in real life!)


We’ve got a fresh new look to show off and we want the world to know…  

There comes a time in one’s life, when you look in the mirror and find that the reflection no longer shows your full potential. That my friends is when it is time for an update. Which is exactly what we did! To celebrate we decided to throw a party, to introduce the new Complete to the rest of the world, here’s a wrap up of the event.  

On Friday 3rd March 2017, Complete launched its NEW brand Identity in front of a packed audience of clients, suppliers and staff at The Crown River Room, Crown Casino Melbourne.

Tim Michaelides – Managing Director spoke about the new brand.

“Over the years we have been known as Complete Colour Printing, then Complete Colour and now Complete, because what we offer to our valued clients is a complete printed media service.

The rebrand showcases our company to our clients as we see it, clean, fresh, sharp and we hope you will agree our new logo and marketing behind the brand meets the criteria.

What we do: As our new tagline states, we work hard to ‘bring your images to life’, by producing and delivering your personalised projects to the market, in the highest standard possible.

We produce all forms of printed media including – direct mail, letterbox drops, advertising material, point of sale for a wide range of industries, service providers and retailer. We cater for product that is for high value items, through to FMCGs, we produce and continually strive to meet the demands of what you (our clients) need.

Why create a new look? We wanted to have a distinguishable look, a singular logo that can be adaptable, look good in print and electronically and a look that encompasses the companies new direction and broader range of solutions – we now offer you a ‘complete’ service.”

Tim finished off by thanking our staff, our key suppliers and of course our clients for their ongoing support.

Ryan Carter – Partner, spoke about our new print collateral and showcased our promotional Calendar which aims to inspire our clients by showcasing a select range of solutions we offer in finishes and stock.

Our calendar is a work of art in print technology, featuring multi-level embossing, gold foil, clear foil, flowtru varnish techniques and soft touch film laminates. It is mighty impressive if we do say so ourselves, but don’t take our word for it, get in touch with us today to get your hands on one yourself.

Geoff Lawyer – Director, spoke about the evolution of the Complete brand.

“Our values have always been represented through our brand identity, this still holds true today.

Over the years we have reincarnated ourselves as the industry has evolved.

1992/3 Complete had one logo with a colour change 1 year later.

1998 We changed to a Jigsaw Puzzle look with each quadrant being a CMYK colour, it represented a new era for Complete, we had just moved into a new building with new machinery and started to be known as Melbourne’s Best Kept Secret.

2006 We overhauled the brand to our long term logo being the Leaf, it signalled an era of Sustainability, Accountability, Leadership and taking Ownership. We started to become known simply as Complete Colour or CCP.

2012 – We tweaked the leaf into a forward looking direction and maintained all other aspects.

2014 – We again tweaked the leaf with a black & white background.

2017 – Today we offer so much more to our clients. We are the only printing company in Victoria that offers the highest print production facility in Victoria, boasting Indigo 5500 & iGEN150 digital print technology as well as Heidelberg 10 colour and CD74 5 colour with coating units all under one roof.

We’re still the same reliable, chatty bunch on the inside, but with a fancy new do, ready to assist you with your next printed project.

With the conclusion of the speeches, a magician took to the floor to showcase his skills and the night finished for most of us at 10pm, whilst others (mainly Complete team members) went through to the early hours of the next day.

It was a great night and we thank everyone for attending, to those that missed out we apologise as we had limited space.

We are keen to talk with you further to highlight our services, if you would like us to get in touch please phone us on 03 9585 7788 or email info@completecolour.com.au


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