Visual Identity + Design System
Key Objectives of this work
- Reinforces brand strategy with a strong visual identity system
- Creates consistent application across a wide variety of communications with bold, direct tone
- Differentiates from competitors
Markforged is a leading innovator in additive manufacturing, providing industrial 3D printers, software, and materials. As they continued to disrupt the manufacturing landscape, their brand identity and digital product experiences needed to evolve to reflect their innovation, reliability, and forward-thinking approach. This project involved a comprehensive UX-driven approach to redesigning the Markforged brand guide and establishing a unified design system to ensure consistent and impactful communication across all touchpoints including utilizing motion design within the branding.
I was tasked to contribute to a new Visual Identity along with a new site design, creating animation and logo concepts, and new medical-grade 3d printer product videos in 2020. All work was remote due to Covid protocols.
The Challenge
Inconsistent Brand Expression:
While their technology was cutting-edge, the visual brand lacked a cohesive and modern feel across different platforms and materials.Fragmented Digital Experiences:
Different product lines and digital tools had inconsistent UI patterns, leading to a disjointed user experience for customers and internal teams.Lack of Scalability:
The existing brand guidelines were not comprehensive enough to support the company's rapid growth and the development of new products and features.Inefficient Design & Development Workflow:
The absence of a unified design system led to duplicated effort, inconsistencies, and slower development cycles.The Solution
The redesigned Markforged Brand Guide and Design System provided:Consistent Brand Expression:
A unified visual language that accurately reflects Markforged's innovation and reliability across all touchpoints.Improved User Experience:
Consistent UI patterns and intuitive workflows across digital products, leading to increased user satisfaction and efficiency.Scalability and Efficiency:
A robust and well-documented design system that enables faster design and development of new features and products.Enhanced Collaboration:
A shared language and set of tools that fostered better communication and collaboration between design, product, and engineering teams.Stronger Brand Recognition:
A cohesive and memorable brand identity that strengthens Markforged's position as a leader in additive manufacturing.Lessons Learned
Early and Continuous Collaboration is Crucial:
Engaging stakeholders from all relevant teams throughout the process is essential for buy-in and successful adoption.Comprehensive Documentation is Key:
Clear and accessible documentation within Figma is vital for the design system's usability and scalability.Iterative Approach is Necessary:
Design systems are living products and require ongoing maintenance and iteration based on user feedback and evolving needs.Championing the System is Essential:
Consistent advocacy and support are needed to ensure widespread adoption and adherence to the brand guidelines and design system.
Logo and animation inspiration via the metal printing process and the large spools of feeding the machines.