Clerkenwell, London-based Printflow has rebranded as Rapidity, a move customer experience director Paul Manning said reflects the company's growth in the cross media, marketing and document management sectors.

The ￡5.5m-turnover company has capped 25 years in business as Printflow but has moved to position Rapidity as a print provider with a growing presence in complementary services such as web-to-print and online marketing. According to Manning, the decision to rebrand was made to enable the business to "forge ahead" into developing ancillary services

"It also enables the company to reposition itself away from the growing online commodity market," he added.

Employing 40 staff, Rapidity will take delivery of a new HP Indigo 5500 digital colour press in January, the same month the company adopts the new brand. Manning said the Indigo investment is a response to growing customer demand for high-quality colour and will complement existing Xerox digital equipment.

He said: "Come January we will be able to offer the flexibility of HP Indigo, Xerox iGen3 and Xerox Nuvera mono production all from a central London location.

"We were actually getting asked for HP Indigo by name and the 5500 combines quality, speed and reliability that our clients require."