It would be easy to mistake the cofounders of the Ginder Factory for a normal group of friends. The trio, while seemingly easygoing and quick to make jokes, have some very ambitious ideas, coupled with real dedication to their new venture.

In an effort to revolutionize the poster business, the group of recent college grads want to make the industry more personal and customizable.

The basic idea behind the Ginder Factory, they say, is to have the customer choose whichever image they want from a selection of movies or TV shows and have those images forever frozen into poster form.

Danny McKenzie, a 2012 graduate of the University of Iowa, and company cofounder of the Ginder Factory, says the idea came to him roughly two and a half years ago.

While shopping for a shirt, he began to wonder why there wasn’t more variety in movie-inspired T-shirt designs.

Rather, he noted, he could only uncover one iconic scene or image from a movie. People should be able to take their favorite moment from a movie or show and have it made into a poster, he thought.

A decision to team up with now-business partners and fellow UI graduate Virgil Bonifazi and Bowling Green State University alum Kevin James Templin, the Ginder Factory concept was put into motion.

“We connect with the images from the movie, the moments from the movies,” Bonifazi said. “They deserve to have those moments on their walls.”

The pair argues that today, the poster-making business is too stagnant.

“Everyone is forced to have that one [iconic image] on their wall,” Templin said. “We want to bring it up to speed.”

Though their clientele at the moment is focused on college students, the company plans to expand, and for the time being, the company plans to do all of its business on a yet-to-be-launched website.

Mckenzie said the website will have various features to further customize posters, including a filter section, much like ones used in the popular phone app Instagram.

Templin said it can be hard to handle the cost of starting a business, especially being so young.

“We’re still experiencing startup costs,” he said. “[They are] ever-climbing. It’s a learning experience.”

The company prints all of its posters in a shed in a Chicago suburb, which is also where they do all of their work.

While the company is small and still in the beginning stages, they plan to drastically change the poster business.

“The pain and suffering is over,” Bonifazi said, “We’re about to revolutionize the way you buy posters.”