Enabling limitless innovation

After Ultimaker and MakerBot merged, the new company introduced a shared visual identity to connect two established 3D printing brands under one umbrella. Within this system, red is used for MakerBot and blue for Ultimaker – two distinct colour worlds that still belong to the same visual story. As part of the marketing team, my role was to make this shared identity work in day-to-day practice. I focused on turning core elements – colour, typography, layout and iconography – into clear templates for print, digital and packaging. I was responsible for product packaging for 3D printers and accessories, ensuring the new identity felt consistent both on the shelf and in the unboxing experience. I also created logos for each specific product and provided them to software and web designers as Figma components, so they could easily switch between approved colour and lockup variations. Throughout the process, I worked closely with product and marketing stakeholders, refining grids and hierarchies so even content-heavy materials remained calm, clear and easy for internal teams to work with.