DWS Systems
Pioneering the Future of 3D Manufacturing Crafting digital excellence for the ultimate 3D printing company
SPOT - Setting & Challenge
When DWS Systems approached us, they were already pioneers in their field – an Italian company that had been pushing the boundaries of stereolithography since 2007. With over 250 patents, cutting-edge BluEdge laser technology, and a global presence spanning 60+ countries, they possessed the technical mastery to lead the 3D printing revolution.
The challenge? Their digital presence didn’t reflect their industry leadership. They needed a comprehensive website and communication strategy that would showcase their innovation while making complex 3D printing technology accessible to diverse industries – from jewelry artisans to dental professionals, from fashion designers to industrial manufacturers.
Team
Andrea
Front-End development | Brand identity
Cristina
Service design | Content design
Federica
UI UX design | Content design
Matteo
UI UX design | Content design
Alberto
UI UX design | Content design
Cristina
Service designer
“The opportunity was clear: transform how the world perceives and interacts with professional 3D printing technology.”
A new Logo
We discovered that DWS Systems’ strength lay in their complete vertical integration – from exclusive precision hardware to unmatched research capabilities to Italian-made innovation excellence. The tagline we created “Evolve Your Manufacture – Evolve With Us” emerged as the authentic expression of their collaborative approach.
The voice architecture guided every piece of content – balancing technical authority with approachable expertise. Content was crafted to be “pragmatic but enthusiastic,” speaking to decision-makers who value both innovation and reliability.
New
Old
Rebranding an ecosystem
We identified the perfect balance between formal/informal, serious/engaging, and respectful/irreverent communication. DWS needed to speak with authority while remaining approachable – “pragmatic but enthusiastic” became our guiding principle.
Strategic Positioning Values
The exploration revealed five core values that differentiated DWS: Innovation, Sustainability & Efficiency, Quality & Precision, Customer Focus, and Italian “artistry.” These weren’t just corporate statements – they reflected genuine operational excellence and family-owned heritage.
Tree map
We initially structured the mega menu navigation around two main pillars: “Industries” and “Applications”. The “Industries” section highlights all the sectors where DWS Systems printers can be used, while “Applications” focuses on their practical uses.
However, during the service design phase, we identified the need to add an alternative way to categorize production types: by contextualizing the products within the production workflow itself.
This led us to organize the information in a way that provides customers with clear, practical references to potential industrial uses that might be relevant to them.
A practical point of view
We created an additional layer that situates DWS Systems’ products directly within the production process.
Categories such as “Aesthetic Prototypes”, “Functional Prototypes”, “Product Series”, “Large Formats”, and “Spare Parts” immediately help customers envision the wide range of possibilities and how these solutions can be integrated into their own production dynamics.
The goal was to offer them a clear, practical perspective while also opening up a broader view of what’s possible.
Federica
UX/UI Designer
“We discovered that DWS Systems wasn't just selling technology - they were enabling entire industries to evolve their manufacturing possibilities. Our job was to make that transformation visible and compelling at every digital touchpoint.”
Design System Library
We designed a comprehensive and versatile design system for the new website, aiming to ensure visual coherence and a seamless user experience across every touchpoint. Its main purpose is to represent content in the most effective and engaging way, combining clarity and aesthetic harmony. The system is built on a thorough study of shapes, components, and interactions, carefully tailored to reflect the renewed brand identity. The new color palette plays a central role, bringing fresh energy and a distinctive personality that makes every element feel both modern and memorable.
Responsive web application
The website structure needed to serve multiple complex user paths – from manufacturing decision-makers seeking ROI data to jewelry artisans exploring precision capabilities for example.
The new DWS Systems digital presence successfully positions them as the ultimate authority in professional 3D printing, creating measurable business impact across multiple dimensions.
The website establishes DWS Systems as the definitive choice for serious 3D printing applications, showcasing their complete ecosystem from printers to materials to software.
By demonstrating how their solutions “reduce development time and costs by 30%, production costs for small series by 50%, and storage costs by 90%,” the platform provides compelling ROI narratives for decision-makers.
Target users
Industrial manufacturers, jewelry artisans, R&D professionals, fashion designers, research institutions.
Structuring innovation
The comprehensive digital presence supports their international growth, making Italian engineering excellence accessible to manufacturers worldwide. Features like the fully 3D-printed handbag and multi-layered dental crowns demonstrate the impossible made possible, inspiring new applications across industries.
The platform creates “an exclusive community, providing access to resources, knowledge sharing, and networking opportunities” that extends beyond transactions to long-term partnerships.
Maurizio Costabeber
Co Founder & CTO, DWS Systems
As our product evolves, so must our brand identity. Today, we’re proud to present a new look that reflects the cutting-edge technology and distinctive Italian design that define our products.
