EnvisionTEC had been a pioneer in photopolymer 3D printing since 2002, building a strong reputation across dental, healthcare, jewelry, and industrial applications. Following its acquisition by Desktop Metal in 2021, the company entered a new chapter, expanding beyond its legacy positioning toward high-speed, production-scale additive manufacturing under a new name: ETEC.

The existing brand was not built to support that shift. Its identity had become dated and fragmented, with inconsistencies across products, marketing, and customer touchpoints. The rebrand needed to preserve EnvisionTEC’s technical credibility while creating a clearer, more modern brand for its next stage of growth.

Working with the Desktop Metal Marcom team, I helped lead the strategic development of the ETEC brand and directed its new visual identity. Beginning with stakeholder research, interviews, surveys, and cross-functional workshops, we established the foundation for the brand’s positioning, messaging, and identity before translating it into a scalable system across product marketing, digital, sales, trade shows, motion, and environmental applications.