of social media followers directly engaged with videos
views per day on Instagram upon launch
hyper-targeted videos that connect with customers on an emotional level
Solidscape, a well-established brand of high-end 3D printers for the jewelry industry, needed a brand refresh to take on newer, cheaper, hipper competitors in the space. They sought an agile strategic partner to help up their game.
The production of jewelry has remained largely unchanged for millennia: a jeweler creates a model by hand, makes a mold, eliminates the model, pours the casting and finishes the piece. The most significant change has been the use of 3D printers to create directly castable models — increasing efficiency, boosting profitability and empowering jewelers to create custom designs with complex geometries that were previously impossible.
Solidscape has been the industry leader since 1994, long before most people knew what 3D printing was. Solidscape’s printers produce 3D printed wax patterns ideal for lost wax investment casting and mold making.
The printers meet the highest industry standards in surface finish, accuracy and material castability while eliminating the need for post-processing. Solidscape patterns print with support material that dissolves completely. Wax burns out cleanly—preventing shrinkage and materials loss.
Recently, Solidscape has faced competition from newer, cheaper, cooler-looking machines. These entry-level machines offer a lower cost barrier, a nice introduction to 3D printing and produce good enough models—for when “good enough” is good enough. However, they fail to meet the needs of high-end, high-volume jewelry manufacturers. With more jewelers warming to the idea of 3D printing, Solidscape has a unique opportunity to convert entry-level 3D printer owners into their customers— for when “good enough” is not good enough.
Solidscape hired Toolbox to conduct an in-depth brand assessment and refresh the brand identity. We’ve conducted an onsite day-long MindJam session, sales and marketing alignment analysis, interviews with stakeholders, clients and potential clients. We’re currently wrapping up the brand assessment phase and working on a web identity strategy.
As a sneak peek of the new brand approach, we launched a series of 20-second videos focused on the younger generation of family-owned jewelers. Check one out here.
“The videos are so fun! I love the ‘ta-daaaa!’ moment. We showed it to the sales team and they love it, too.”
Read more about how agile 3D printer brands are shifting to thrive in the industrial market.
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