In 2011, after selling his company “Freedom of Creation” to 3D Systems, Janne joined 3DS as their Creative Director.
For over 30 years, 3D Systems has run on innovation. Co-founded by the inventor of 3D printing, Charles (“Chuck”) Hull, 3D Systems has grown into a global 3D solutions company focused on connecting customers with the expertise and digital manufacturing workflow required to solve their business, design or engineering problems.
At the time of joining the company, Janne met with the executive team to discuss the company’s strategy. One priority was to re-position the company as a more consumer facing brand. This first challenge to solve in order to achieve this goal, was to refresh the brand identity and redesign all the 3D printers. At the time, the printers were lacking design cohesiveness, material costs were too high, they lacked content for users and there was not a lot of training or marketing materials for user support. At that time 3D systems was also on high acquisition mode, so all these new companies with different cultures and brands needed to get integrated.
Janne was asked to lead the project and broke it down into five phases. In the span of three years, Janne designed a new family design language for all products, which should withstand the change of times and be iconic. This project did not just end in designing 3D printers, but all products across the entire organization from websites to UI/UX, new company logo, packaging and software platforms. Janne also supported the marketing, promotion and implementation efforts on how to bring it all to life.
Since this change started 2011, I am delighted to see that we reached our goal, which is to further deepen the importance of design within the organization and new equipment follows the same path as was created many years ago. This project has also prompted other major players on the market to understand the importance of the design not just the function of their printers.