DeepCube, a division of Nano Dimension, builds deep-learning software that helps manufacturers diagnose, predict and prescribe improvements to their production lines and product quality, in sectors from injection plastics to 3D printing and chemicals. The people it needs to win run factories, and many of them have heard AI pitches before.
Our Brandscape research described the general manager who signs off the budget: under pressure on price from the Far East and on sustainability from the EU, wary because “past AI competitors didn’t work”, and still relying on gut feeling because AI “can be intangible”. Their engineers and machine operators had a different worry: new technology that changes their routine, or makes their own roles look replaceable.
So DeepCube couldn’t sound like more hype. It needed a voice that felt like help from someone who already knew the factory.
We started with a Brandscape, Outfly’s brand strategy process, and mapped the four people DeepCube had to convince: the impatient, tech-savvy general manager, the engineering manager who drives innovation and quality, the R&D engineer at an equipment maker and the machine operator who uses the tools every day. For each one we set out their fears, pains and goals, what DeepCube could give them and what it could protect them from.
The personality that came out of it was deliberately human: “honest, secure but non-threatening” and “well connected yet personable and supportive”. Its kindred spirit is Red from The Shawshank Redemption, the calm, trusted friend who knows how everything works, and its brand animal is a guide dog, walking side by side with clients to get them where they need to go. The purpose behind it all: “making manufacturers more efficient leverages everything humanity does”.
We then turned the Brandscape into a tone of voice guideline: writing rules for sounding like DeepCube (establish authority, keep it clear, keep it tangible and back up every claim), guidance for each audience, and banks of headlines and copy for the website, social posts, sales decks and press.
With the voice in place, we designed the materials DeepCube took to market. For the Industry 4.0 conference we created a pair of roller banners, refined through rounds of options and feedback with the DeepCube team, that set plain promises such as “Empowering Experts & Machines for Peak Production” and “Unlock Your Production Data” against dark, glowing imagery of machines and data. We also worked on DeepCube’s presentation and sales decks, built around the problems plant leaders already feel, from accelerating competition and dwindling technical talent to fragile systems and data spread across silos.
For an Israeli audience we designed a Hebrew email, “Time for AI”, inviting manufacturers to a consultation that takes them from a needs assessment and data readiness survey through to a proof of concept and gradual implementation.
Outfly, a London brand, marketing and product agency. We ran DeepCube’s Brandscape, wrote its tone of voice guideline, worked on its sales decks and designed its Industry 4.0 conference banners and a Hebrew email campaign.
Calmly and concretely. DeepCube’s voice is honest, supportive and non-threatening, backs up every claim, and speaks to problems plant leaders already feel, such as accelerating competition, dwindling technical talent and data stuck in silos.
DeepCube, a division of Nano Dimension, builds deep-learning software that diagnoses, predicts and prescribes improvements to production health and product quality for manufacturers and equipment makers.
Brandscape is Outfly’s brand strategy process. For DeepCube it mapped four audiences, from general managers to machine operators, and defined the brand’s personality, purpose and voice, which then shaped the copy and design that followed.
