Addifab is a 3D printing company based in Copenhagen Denmark. They have developed and specialized in a new additive manufacturing process that goes by the name of Freeform Injection Molding. The process is unique as it combines the two existing industries, 3D printing, and Injection Molding.
To create a website showcasing Addifab's unique Freeform Injection Molding technology, providing an opportunity to break down the process and showcase the unseen possibilities with Freeform Injection Molding. A key challenge was designing an informative website without detracting from the technology.
A custom website built within the existing Webflow platform. The website utilizes custom code to create additional engaging interactions without detracting from the key focus of the website the technology. The website maintains easy management, built on top of Webflow, allowing for future changes.
Addifab was an established, respected organisation with an identity and website that hadn’t kept pace with the growth of the business. The existing logo lacked clarity and had no variation. The website was outdated, with no real opportunity for engagement from its stakeholders. That’s where I came in. Armed with a shoestring budget and a big vision, I dived into the journey to build a new identity from the ground up.
The branding maintains elements of their existing identity refreshed into a modern interpretation that reflects their refreshed identity; bright, engaging and contemporary. The clarity in the messaging was vital, leading to a paired-back design that focused on recognition rather than complexity.
In line with the established strategy for Addifab, clarity within the messaging was vital to building brand recognition. By introducing a play on the Brand Stamp variation we created a valuable brand asset that clearly supports the message of versatility (design freedom and material choices).
A brand guidelines document serves as the north star for an organization, guiding communications internally and externally. The guidelines provide a clear framework for approaching future communications and explain in detail the key considerations of the brand identity system.
The website focuses on clear communication and navigation. The website design began with establishing sitemaps, information architecture and low-fidelity wireframes. We then moved on to rapidly designing high-fidelity prototypes and testing with stakeholders. Once we had exhausted our testing, I finalized the design in Figma and then proceeded to work collaboratively with the development team to build the website in Webflow.
A core strategy for the website was to take a relatively complex collection of information and reduce it to its simplest form. I quickly identified in the discovery phase that our target audience was often unfamiliar with the technology and that we needed to shape our engagement around this.
Establishing an intuitive user experience for members allows our key stakeholders to quickly understand our technology and find the resources they need.
Once the branding, messaging, website, and templates were in place, it was clear that we needed to bridge the gap between the internal and external stakeholders engaging with the new systems; this is where service design came in. After running extensive discovery sessions, stakeholder interviews, and reviews of the existing processes, we had established a clear picture of the areas that needed attention.
The service design phase included the initial discovery, further research, mapping out service blueprints and prototyping with stakeholders. Finally, a new service blueprint was in place. After stakeholder training we commenced implementation across the organisation.
Through technology, software and automation, we were able to streamline processes. By improving existing communication strategies internally and optimising collaboration, we eliminated double handling of tasks and improved engagement internally and externally.
Thank you to the team at Addifab and their stakeholders for the collaboration and cooperation that has enabled this work.
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