Shapeways Design System

Bringing a brand voice to the world's largest 3D printing service.

The Challenge

When I joined Shapeways the exisiting brand felt stiff and corporate, but with a DIY feel. It lacked some personality.

The goal was to make Shapeways appealing to a wider audienceby adding a friendlier look, feel and tone of voice was where we set our sites.

In collaboration with our marketing and community teams, I started with the core values to gain inspiration. I also researched other brands in and out of the space to gather a sense of who meshed friendliness with trustworthiness.

Shapeways Core Values

Designing Outside the Box

I set out to take the exisiting logo outside it's box and soften its edges. The mark at the end signified the spark or the inspiration of an idea.

Shapeways Logos

The long-term vision is to establish the spark as the distinguishing mark of Shapeways. Making it instantly recognizable as the Apple logo. Setting that bar pretty high.

Shapeways Spark

The UI

We wanted the designer's products to stand at the forefront, which led us to create a UI kit that was clean and simple. Shapeways blue andchors the brand but is used thoughtfully and sparingly to draw attention when and where necessary.

We also successfully converted the site to be mobile friendly (thanks Google) with my initiation of our responsive grid. No small task when moving and entire property with hundreds of pages and lots of legacy code.

Shapeways Home
Shapeways Marketplace
Shapeways Product Page
Shapeways Product Page
Shapeways Profile Page
Shapeways Marketplace

Time to Shine

Images that showcased beautiful and interesting products along with people using those products helped tell the story of how anyone could see them in their lives. I oversee, photograph and art direct all of the photography for the site as well as for promotional collateral.

Shapeways Bowtie
Shapeways Arror Rings
Shapeways Doge
Shapeways Cufflinks
Shapeways Monstermatic
Shapeways Gold Rings
Shapeways Maker


It's sometimes hard to measure clearly the impact of a rebrand, but since the initial release we've increased monthly traffic over 2x. Monthly sales have also increased at a steady 2x rate. Shapeways continues to be at the forefront of consumer 3D printing and I believe that is in part due to the success of design thinking we've implemented.