Branding the Future of Additive Manufacturing
With over a century of innovation as a global leader in manufacturing. Stanley is a bold and agile group of visionaries. We were proud to partner with Stanleys innovation teams to help them craft and shape a brand language and connected design system to support their industry 4.0 advanced manufacturing initiatives.
Through our unique Brand DNA methodology, we worked shoulder-to-shoulder with Stanley's innovation team to establish a new brand and digital platform called 'Select' – one that could inspire a bold new direction for Stanley and help them establish a new, highly accessible service model and ecosystem within the world of additive manufacturing.
In the process of defining the brand essence, we focused on the potent blend of tradition and innovation that characterizes 'Select.' Drawing upon Stanley Black & Decker's legacy of trust and expertise, we crafted an essence that portrays 'Select' as the future of additive manufacturing - a platform that demystifies and democratizes the manufacturing process. This essence celebrates 'Select's commitment to fueling the creative potential of every user, from engineers to team members, while highlighting the brand's capacity to revolutionize industries with its groundbreaking technology.
The brand's art direction was delineated into three territories.
1) 3D elements created dynamic visuals that emphasized the advanced capabilities of 3D printing. 2) Parabolic curves signified the intersection of art and science, where vector data transmutes into a three-dimensional reality. These became the brand's unique identifiers. 3) Utility accents served as familiar UI and iconography, ushering users into a maker space and mindset, empowering them to create fearlessly.
A big part of what goes into launching a brand is creating the assets that need to be deployed throughout various channels. As our team was developing the brand there was a real need for documenting the approach to photography and begin asset creation for the website development that was also underway. The team was faced with the challenge of exploring how visually capture differences in complex printing technologies. Our partners over atStanley queued up various different components to be printed so we could get them into the studio and find interesting ways to highlight print resolution, surface finish, quality, and printing capabilities.
Naturally, 'Select' required a robust UX paired with a striking aesthetic to carry the brand into the digital realm. Our objective was to make the detailed specifications of materials and print technologies easily accessible to experts, while ensuring a seamless UX for novices. We established an inclusive experience suitable for anyone on a production team, with key sections like quick comparison, print technology overviews, and pros and cons.
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