Live Parts / product launch
CAMPAIGN | The challenge was to launch a highly complex software technology, Live Parts™, scheduled to announce during the keynote at a major industry conference. Requirements included new product positioning, a new website, a new sub-brand (DM Labs), print collateral, promotional and transactional emails, social media content, a presentation, a splash video, and sales tools — all within a six-week sprint.
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
Metal 3DP + finishing methods / article
WHITE PAPER | The challenge was to educate an audience largely unfamiliar with metal 3D fabrication and skeptical about the resulting part properties. I wanted to provide introductory information about metal finishing while demonstrating the ability of printed parts to withstand various post-processing.
WHITE PAPER | The challenge was to educate an audience largely unfamiliar with metal 3D fabrication and skeptical about the resulting part properties. I wanted to provide introductory information about metal finishing while demonstrating the ability of printed parts to withstand various post-processing.
Promotional content
Metal 3DP + prototyping / case study
CASE STUDY | The objective was to demonstrate the product as a viable solution—reducing costs and product development timelines, as well as achieving desirable part properties.
CASE STUDY | The objective was to demonstrate the product as a viable solution—reducing costs and product development timelines, as well as achieving desirable part properties.
Long form
7-page case study detailing the application, process, and results.
Short form
1/2-page application summary card for print
Metal 3DP + tooling / case study
CASE STUDY | The challenge was to create the first-ever case study for the company, delivering an early case study that validates product messaging in the context of a real-life application.
CASE STUDY | The challenge was to create the first-ever case study for the company, delivering an early case study that validates product messaging in the context of a real-life application.
Metal 3D printer / spec sheet
CHALLENGE
Creating a spec sheet for the world’s first office-friendly metal 3D printer requires thorough research to better understand the target audience—what they’re looking for and how, in context, the information should be organized to be both familiar and educational.
Hardware specifications
Fixture selection guide / brochure
BROCHURE | The challenge was to design a quick-reference fixture selection guide that included key specifications and capabilities.
BROCHURE | The challenge was to design a quick-reference fixture selection guide that included key specifications and capabilities.
Industrial IoT software / brochure
BROCHURE | The challenge was to design a brochure that illustrated the key benefits of an intelligent lighting management software.
Sensor selection guide / brochure
BROCHURE | The challenge was to create a brief yet informative brochure that guided users through product selection based on their application and facility specifications.
BROCHURE | The challenge was to create a brief yet informative brochure that guided users through product selection based on their application and facility specifications.
Intelligent LED fixtures / spec sheet
CHALLENGE
The challenge was to cover in detail the technical specifications, positioning, ordering information, regulatory requirements, and configuration-based performance comparisons for the entire product family in no more than eight pages.
