Industrial overhaul

3D Systems invented 3D printing 30 plus years ago. They’re a global B2B industrial 3D printer, 3D scanner, software and print services company.

After my B2C experience with them and the brand I developed, Cubify, I became creative director for 3D Systems proper. Having the chance to rebrand and create a new visual language for this company was exciting. I assembled a team, and we accomplished this from the top down, starting with logo workshops and a period of exploration into the company’s history.

Groundwork laid

We moved on to the 3D Systems company website, completely transforming this property into a visual expression of the capabilities of 3D printing and the surrounding services, in 8 languages. Moving to a solutions-based architecture was part of that goal, enabling the customer to visualize how 3D printing could disrupt their industry and transform their business.

A plethora of acquisitions

Brand architecture was developed, with dozens of acquisitions and sub brands being streamlined and overhauled. With so many companies and their technologies being brought under the 3D Systems umbrella in such a short time, the drive to unify them was intense. One of the most fun parts of this was the software titles redesign, shown below.

Developing definitions

I developed a comprehensive Brand Book, covering everything from print to web, and from email to photo and video style guides. Every visual expression of the brand was detailed for both internal and external use, and I trained company teams in Korea, the USA, and Europe on our new branding practices and expectations.

Expanding the brand

Multiple other websites, apps, portals and sub brands, servicing the company’s offerings in 3D scanning, healthcare, software and printing on demand followed suit. The universe of 3D printing was exploding, and our company led the way.

Measurable success

I led exercises in brand voice, directed agencies hired to expand the brand with campaign content, and initiated user experience testing with one-on-one guided customer experience recordings and interviews, followed by detailed analysis and publication of a quarterly report. This drove the company to massively improve CTR and conversion on all web properties.

Into eCommerce

In 2017 I led the launch of a new eCommerce initiative for a prosumer printer, FabPro. I directed the development of a comprehensive E2E demand and data flow, engagement strategy, and search strategy, while researching enterprise level eCommerce solutions and best in class third party development companies to help drive the launch of the sites in 6 languages in 2018 - on time, and under budget.