Post-Merger Global Rebrand and Design Systems
Following the landmark merger of two 3D printing giants, I served as the Creative Director leading the comprehensive rebrand, strategic repositioning, and digital overhaul for the newly formed UltiMaker and its subsidiary brand, MakerBot.
This initiative was a massive undertaking to unify two distinct cultures and product lines into a single, cohesive powerhouse while maintaining the unique market equity each brand held in the professional and educational sectors.
Strategic Vision & Repositioning
UltiMaker: Repositioned as the premier professional and industrial leader. The new identity—signified by the capitalized "M" as a nod to the merger—moved the brand toward a sophisticated, reliable, and "workhorse" aesthetic suitable for engineers and designers.
MakerBot: Refined to focus specifically on the Education and Sub-Professional markets, maintaining its approachable and innovative spirit while aligning its visual language with the new corporate standards.
Global Multi-Channel Implementation:
I directed the application of these new identities across every touchpoint in the user journey, ensuring a seamless experience from physical hardware to digital management.
Web Properties: Led the complete redesign of ultimaker.com and makerbot.com, transforming them into modern, conversion-focused hubs.
Hardware & Software: Oversaw the integration of the new branding onto physical 3D printers, embedded hardware interfaces, and desktop software.
SaaS & Mobile: Guided the visual evolution of the UltiMaker Digital Factory and mobile applications to ensure brand consistency for users managing global printer fleets.
Marketing & Sales: Managed the design and implementation of systemized templates for email, landing pages, and sales collateral within platforms like Marketo.
