Laser craft will catch your eye

Chromagem puts the dazzle in product packaging.
By JOHN PATRICK GATTA
VINDICATOR CORRESPONDENT
N ARTICLE IN LIFE MAGAZINE WAS ALL it took to influence Tom Cvetkovich's career path, one that has brought his Youngstown company, Chromagem, an international clientele.
It focused on new technology that linked the use of lasers in producing holograms, three-dimensional and free-standing images.
Reminiscing on Chromagem's past work, Cvetkovich said, "One of the things we're most proud of is a series of U.S. postage stamps, achievement in space. We did three stamps for that. We've done postage stamps for Canada, the German government. We've also done work for Moet & amp; Chandon, the champagne; Estee Lauder; and the cover of the 'Star Trek Generations' box set."
Over the past two Christmases, Chromagem created a special variety of Reynolds Wrap that features snowflake holograms stamped on the entire roll.
Cvetkovich created his first hologram when he was a student at Kent State University in 1974. He took science and art classes to gain the knowledge on how to make the creations running through his head and onto a sketchpad into a fully realized form.
"I'm coming at it, primarily, from an art background, but with some science background."
He continued his studies at Lake Forest College. "It was the first place in the world to offer a workshop in holography. I was there for their third year."
Combining art, science
Next, he earned a master's degree from the Art Institute of Chicago. "The Art Institute was just starting a holography lab. Actually, I had to build my own because theirs wasn't ready.
"When I was going to college, I would do a math class and then make art. I could tell I was using different parts of my brain."
Over the years, Cvetkovich has developed a mental truce between the creative and scientific sides of his brain.
"At this point, it's more of a craft," he said. "I don't rely on a lot of math or science at all. I try to keep abreast at what's being invented, what new machines are out there. The day-to-day work is image and craft-oriented. And by craft, I mean trying to make a perfect hologram, mainly for packaging, security purposes for clients around the world."
Following a brief tenure with Zenith, Cvetkovich started Chromagem in Chicago in 1982. "At one time, we had offices in Chicago, New York and Vancouver."
Eventually, the draw of family in the Mahoning Valley plus disputes with his partner led him to move back to Ohio. By the late '80s, he found a new business partner, Steve Lev.
The company has produced work for companies in Brazil, China, Finland and Germany including Kellogg's cereal packages and magazines in Europe.
Division of work
Cvetkovich credits Chromagem's success to its workers, a staff of five. "Lees Ruoff does graphics. Steve Lev is the main business manager, client liaison and also graphics. Steve Larson is the senior engineer who does UV reproductions, holography and electroplating. Joyce Ramsey does electroplating. I do art and holography."
API Foils of Great Britain purchased Chromagem three years ago. "They were one of the largest companies for high-end decorative packaging. API had been offering some holographic products, but they didn't have their own lab."
When asked if he regrets the buyout, Cvetkovich quickly answered, "I always say being independently employed gives you the freedom to work 60 hours a week.
"This company wouldn't be here if there weren't the interaction of the five of us. No one would have sold the company because one person gets the job, but five people is a company that gets sold. If it weren't for all of us pitching in, it wouldn't be here."
Whether Chromagem works with consultants or enjoys the freedom to produce an item with its own creative team, the final result remains the same as what got Cvetkovich started in the world of holography.
"I'm looking for something that dazzles, that makes it more noticeable on the shelves."