
Shining a light on the future of manufacturing.
The management has received incredibly positive feedback from both existing partners (“You have definitely grown up”) and potential new customers (“We saw your website and you look really strong”).


Challenge
Though WAAM3D is a relatively new business, it was born out of pioneering research and development by the leading lights in metal additive manufacturing technology. Our task was to create a new website which reflects this exciting new technology, the unparalleled heritage of the business, and its unique offer in the marketplace.
Insights
While other wire-based additive manufacturers exist around the world, we needed to give WAAM3D a unique voice. As with the brand identity which we had already created, our new design for the website needed to echo a sense of duality – the meeting of art and science; intense bright light against cold, hard metal – but on a more dynamic platform. Added to this, we needed to ensure that the new site spoke to a diverse audience, from engineers and academics to investors and purchasers.
Outcome
We created a bold website which stands out from engineering norms, yet expresses unquestionable authority and credibility. The new site also brings together a number of key brand touchpoints: the identity, system software and the machine enclosure itself, all working as a single, unified brand ecosystem.
Working in close partnership with the team at WAAM3D and their marketing partners at 4CM (who provided core messaging) we were able to deliver a result which captures the business’s progressive ethos and bold vision.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
Shining a light on the future of manufacturing.






