Carbon
Turning breakthrough technology into a world-class brand.
Brief
Carbon had developed a revolutionary manufacturing technology, using light, software, and advanced materials to produce high-performance parts with remarkable precision. As the company moved from Carbon 3D to Carbon, it needed a brand that could match the ambition of the technology, broaden the story beyond 3D printing, and position the business as a serious partner for enterprise customers, investors, and global manufacturers.
My role
As Creative Director, I led the work across design strategy and the rebrand, shaping the shift from Carbon 3D to Carbon. The work included brand strategy, verbal framing, identity system, motion language, render and photography direction, guidelines, and launch expression.
Thinking
The challenge was not just to make Carbon look more advanced. It was to make the company feel more credible, more expansive, and more commercially ready.
The existing brand felt too technical, too narrow, and too tied to an earlier stage of the business. It did not fully reflect the scale of the opportunity or the sophistication of the platform Carbon was building.
Our central idea, a world fabricated with light, became both the strategic anchor and the creative springboard. It captured the magic of the technology while opening up a broader, more future-facing narrative, one that expressed the convergence of hardware, software, digital precision, and physical production. From there, we built an identity designed to feel visionary and exacting in equal measure.
Impact
The new brand helped position Carbon for its next chapter, giving the company a more confident and credible presence with investors, manufacturing partners, enterprise customers, and future talent. Carbon launched the work at AMUG, then went on to deepen its market relevance through high-profile partnerships and continued investment. Carbon said in 2019 that its growth round brought total funding to more than $680 million, and in 2025 it announced an additional $60 million round. Publicly documented partnerships and applications have included adidas footwear, Riddell helmet liners, Ford production parts, and Lamborghini components. 
Reflection
What mattered most was helping advanced technology feel both understandable and desirable. The best frontier brands do more than explain innovation, they make people believe in its future.
