Challenge
Define & implement product positioning
Make space within the brand architecture for beta projects
Create the necessary elements to launch the product at SolidWorks World 2018—with a formal announcement during the keynote speech.
Do this in less than six weeks
Research, positioning, & figuring out what “morphogenetic” means
We’re talking about a software that generates part designs using algorithms that follow natural growth patterns—similar to the way plants and bones grow and adapt to their environment. For a small team of people who have never even heard of generative design, this required an intensive research period with only a few days to get up to speed on the technology and its relevancy in the marketplace.
Shaping the narrative
We’re committed to making metal 3D printing successful and more accessible to designers and engineers. We recognize the potential for this technology and the monumental impact it will continue to have on a range of industries and applications.
Additive manufacturing facilitates the fabrication of complex parts that are difficult or impossible to produce using traditional manufacturing methods. It severs the relationship between design complexity and part cost, so we can focus on producing parts that are stronger, lighter-weight, and optimized for their application.
But there is a difference between having access to greater design flexibility and knowing how to use it. It requires a totally different approach, tasking design engineers to come up with traditionally rebellious models while still adhering to design rules for each additive manufacturing process.
In order to make metal 3D printing successful, we need to address barriers that extend beyond the fabrication process—starting with a new approach to the way we conceptualize and generate part designs.
A new sub-brand
DM Labs was created as the foundation for beta projects, like Live Parts. It required a differentiating visual identity and tone—demonstrated through a secondary website.
Key elements
