/Lulzbot-case-study

Outshining the competition, outselling expectations

In 2013, 3D printing was getting more attention every day. It even got a shoutout in President Obama’s State of the Union Address. LulzBot was an innovative, open source 3DP company on the precipice.

A leading industry publication was prepping a review of 3D printers — LulzBot’s big opportunity to reach a national audience and jumpstart sales. With new 3D printer players continually entering the market, LulzBot needed to elevate itself above the fray. They needed a brand image, and they needed it fast. Toolbox made it happen, creating a logo, look and message as exciting as LulzBot’s technology.

Fundraising
Campaigns

$13.9M

acquisition in 2024

288%

business growth 12 months after site launch

45%

greater organic search traffic

A brand designed to dismantle the patriarchy (no big deal)

LulzBot needed a big-league brand, one that could take on MakerBot and other competing desktop printers.

A Toolbox MindJam was the first step in creating a brand platform built on their open source business model. From there, we developed a communications strategy that refined LulzBot’s target audiences, outlined objectives and established key messaging. Then we built a logo and brand assets designed to stand out in a loud and glutted marketplace.

Tech-splaining

In the early days of introducing LulzBot 3D printers to the prosumer market, the sales team found themselves explaining the basics of desktop 3D printing to new users. They needed to sell the technology before they could hope to move any hardware.

We created an infographic that walked the uninitiated through the process, from design to build — breaking down the barriers to a first-time 3D printer purchase while positioning LulzBot’s open-source philosophy as the clear choice.

3-2-1 blastoff

Snoozy corporate collateral is no way to launch a product. Toolbox helped LulzBot achieve liftoff with bold, beautiful and benefits-forward product sheets and brochures.

Making the case

Features and specs are important. But real-world stories of people maximizing 3D printer capabilities are a lot more relatable — and effective. Toolbox went right to the source, interviewing LulzBot super users, building compelling case studies and sharing them with the world.

Exponential growth

The power of great branding proved profitable, indeed.Our team launched and managed LulzBot’s crowdfunding campaign and raised $294,000 in 30 days. Thanks to its game-changing new brand and brand strategy, LulzBot enjoyed:

400% increase in sales
278% increase in online page views
4+ minutes average online visit duration
266 published features and reviews
2,432 links from newswire distribution

Because LulzBot is open source technology, there is no IP. When the company was acquired by Fargo Additive Manufacturing Equipment 3D, the most valuable asset was the brand Toolbox built.