This paper aims to provide a critical and reflective analysis of the long-term turn in context of two AHRC funded research projects and how the results have been resituated within the history of technologies and appropriate commercial markets. Research was conducted by academics in the field of ceramic printmaking during two AHRC funded research projects: Extending the Potential for the Digitally Printed Ceramic Surface and Improved Laser Printing Equipment for Ceramics. This prompted the establishment of a spin-out studio Smith&Brown by the two key researchers: Dr Steve Brown and Emeritus Professor Martin Smith to continue the research in a commercial context. It is the continued practice and further critical and contextual reflection on the results, over a 4-year period, which has led the researchers to the new insights and innovation discussed in this paper. The paper discusses the context of developments such as the repurposing of office printing technologies for the scaled production of digitally printed tableware transfers and specifically the understanding of alternative production models such as the bureau and print-to-demand. Other aspects discussed include: the new visual language which was unlocked and the value of a skilled analogue printmaker’s applied knowledge in relation to a seemingly closed system digital technology.