Print edition: 
Squid Ink might seem like an unusual name for a creative design firm.
But to owners Frank Lichtlin and Mark Karlin, the name makes perfect sense.
For one, ink from squids has long been used for printing and art purposes.
It also reflects the firm's mission.
"We're a multifaceted creative company," Lichtlin said. "We have our tentacles in everything."
Squid Ink, located at 200 W. Douglas, Suite 230, does graphic design, multimedia, photography and Web design.
It designs videos, ads for print, radio and broadcast, brochures, posters and websites.
"One of our biggest claims in the business is we don't outsource," said creative director Derek Pletcher. "We are able to conceptualize it, write it, sketch it, finish it, tape it, record it, produce it — all in one location."
That keeps costs down for clients and gives them one point of contact, Pletcher said.
Squid Ink morphed out of a computer-based aviation training business run by Karlin and Lichtlin that provides recurrent training for charter pilots.
It was a family business started by Karlin's mother — Lichtlin's aunt — and an uncle, 18 years ago in New Jersey.
When Karlin's mother retired, Karlin and Lichtlin moved the business — Computer Training Systems — to Wichita.
Moving and expanding the business to the Air Capital makes sense, Lichtlin said.
For one, there's more access to those who are qualified to write the content for the courses, Lichtlin said.
In the past five years, that business has grown 30 to 40 percent, Karlin said. It employs 14 people and trains nearly 10,000 pilots a year from around the world, he said. Business is good.
"It's worked out well," Karlin said.
From that, the concept for Squid Ink, originally named Netappz Creative Solutions, grew naturally.
Computer Training Systems staff members could design, build and host websites.
Business grew by word of mouth.
In 2004, Music Theatre of Wichita producing artistic director Wayne Bryan came to visit.
He needed help with Music Theatre's website.
Two years later, Bryan turned over all the theater's graphic work, website design, playbill covers and newspaper advertising designs to the company.
"We were astonished at the quality of all the work done, the graphics, the psychology behind the placement, the extremely collaborative method of working with the client," Bryan said. "They are tireless."
Squid Ink now also creates Music Theatre's television and radio spots.
"They film our TV commercials, they edit them, they put in graphics and voice-overs," Bryan said. "It's all done in an astonishing short period of time."
When Music Theatre presented "High School Musical," Squid Ink produced a glossy souvenir book to go with it in a week.
A book such as that normally takes a month to produce, Bryan said.
"The Disney company couldn't believe it when they saw it," Bryan said.
Some of Squid Ink's other clients include the Wichita Wingnuts, the Wichita Thunder, Accent Lighting and Emergency Services PA.
It also has clients in Florida, Georgia, New Jersey and California.
Today, the focus is on growing the business.
In October, Lichtlin and Karlin changed the name to Squid Ink and brought Pletcher on as creative director.
"We were looking for the right person to help us grow it," Karlin said. "We found Derek."
The business is focused on serving small to midsize customers —"Those who can't get out there and afford a large agency," Lichtlin said.
Said Pletcher: "If we do our job right, some of those small- or medium-sized clients will become large clients."
