IKONICS Imaging Social Media
About the project
Date:
April 2022-
May 2025
Client(s):
IKONICS Imaging
Services:
Social Media Design,
Online Strategy,
Content Creation
Content Coordination
Project Context
IKONICS Imaging, a division of SAATI Advanced Chemicals LLC DBA IKONICS (formerly IKONICS Corporation), is recognized worldwide as the leader in sandcarving solutions. Its audience spans professional engravers, awards retailers, and creative entrepreneurs who rely on IKONICS Imaging’s equipment and materials to produce high-end, custom work.
In early 2022, I transitioned from my role as a marketing intern for sister division IKONART to assist IKONICS Imaging in relaunching its dormant social media accounts. By August of that year, I joined the team full-time as Event Coordinator/Digital Marketing & Communications Specialist, assuming responsibility for content creation, strategy, and brand cohesion across platforms.
The goal was clear: rebuild IKONICS Imaging’s online presence into an informative, inspiring, and community-driven resource that mirrored the warmth and expertise customers experienced in person at trade shows, workshops, and through direct sales interactions.
In a highly niche industry where many professionals are not active online, the challenge was to connect with the next generation of engravers, makers, and personalization artists while staying true to IKONICS Imaging’s trusted, small-town tone. The vision was a revitalized multi-platform presence that balanced professionalism, accessibility, and creativity—positioning IKONICS Imaging as both a leader in sandcarving technology and a go-to educational resource for the industry.
The Challenge
Reintroducing IKONICS Imaging to its online audience required bridging a distinct generational and industry divide.
While many long-time sandcarvers are hands-on craftspeople less active on social platforms, the next generation of engravers and personalization businesses are highly digital—and often unaware that IKONICS Imaging even had an online presence.
Key challenges included:
Industry visibility: Competing for attention in a small but passionate niche with limited digital saturation.
Content balance: Maintaining technical accuracy and professionalism while being approachable and creative.
Consistency and tone: Unifying the company’s online voice to match its in-person customer experience—friendly, knowledgeable, and genuinely supportive.
Platform diversity & time management: Managing distinct strategies for TikTok, Instagram, Facebook, LinkedIn, and YouTube, while supporting the company’s ongoing live event coverage and workshops.
The Development Process
Establishing the Foundation
The first phase focused on rebuilding consistency and developing a strong visual and narrative identity. I created a content calendar, refined the brand voice, and produced a balanced content mix of:
Educational tutorials and technique tips
Customer project showcases
Product spotlights and demos
Event and trade show recaps
Behind-the-scenes glimpses of daily operations
Each post aimed to teach, inspire, or connect—helping customers learn advanced sandcarving techniques while seeing the people and passion behind the brand.
Adapting to Emerging Platforms
As TikTok and Reels formats gained traction, I began incorporating short-form video into IKONICS Imaging’s content strategy.
The goal: deliver visually dynamic, snackable educational content using trending sounds and creative editing to draw viewers in while they learned.
A standout example was a short, humorous educational TikTok that reached over 48,000 views — a remarkable result in the sandcarving niche. The video, under ten seconds long, used a trending audio clip and followed a quick question–answer format:
On-screen text: “Why do you guys always hit the cabinet door before opening it?”
Response: “To prevent this…”
The clip then cut to a visual of abrasive grit falling to the floor, highlighting a subtle but universal pain point for sandcarving cabinet users. The combination of humor, concise visual storytelling, and timing to a trending sound made the post instantly relatable and shareable. It demonstrated how even highly technical B2B topics could succeed on fast-paced social platforms when presented with creativity and audience awareness.
Additional videos featuring product tips and technique demos regularly reached 2,500–6,000 views, with several surpassing 20,000. These results further cemented the theory that even a specialized B2B brand could thrive on creative, audience-driven platforms when the content was both entertaining and informative.
Community and Partnership Development
Through consistent engagement and authentic interaction, I began building relationships within the sandcarving and laser engraving communities online.
One such connection began when I discovered Stephanie Murphy of The Country Porch Swing, who shared a TikTok experimenting with IKONICS Imaging’s Blazer Orange photoresist film. After months of friendly, organic interaction and mutual content sharing, Stephanie’s enthusiasm and growing influence led to the development of IKONICS Imaging’s Affiliate Program—a new initiative I contributed to connecting Stephanie with the IKONICS Imaging team.
Stephanie Murphy and Dawn Marie Audette became the program’s first affiliates, each receiving equipment in exchange for ongoing educational and promotional content. Their partnership extended IKONICS Imaging’s reach, bringing authentic peer-to-peer education to the community while reinforcing the company’s approachable and innovative brand image. The affiliates also participate in IKONICS Imaging events, workshops, and trade shows, extending the brand’s reach through each of their own community networks and amplifying overall awareness.
Collaborative Expansion
In early 2025, IKONICS’ former IKONART Creative Director joined the Marketing team as Digital Content Strategist, managing content for sister division Chromaline. Together, we coordinated strategy and content sharing between divisions, improving efficiency, creativity, and visual consistency across IKONICS’ digital ecosystem. In mid-2025, as my event and communications responsibilities expanded internationally, social media management transitioned to IKONICS’ Digital Content Strategist, who continues to build upon the foundation established during my tenure.
My Role
As Event Coordinator/Digital Marketing & Communications Specialist, I led the creative and strategic direction of IKONICS Imaging’s social presence, including:
Developing and executing content strategies across TikTok, Instagram, Facebook, LinkedIn, and YouTube.
Creating and editing educational video content aligned with brand tone and audience interest.
Managing posting schedules, copywriting, and visual design for digital channels.
Engaging with the community and identifying collaboration opportunities.
Supporting live content capture and event coverage at trade shows and workshops.
Facilitating the initial connections leading to the IKONICS Imaging Affiliate Program.
Impact
The success of the social media strategy is clearly demonstrated by the brand’s tonal shift, increased engagement across all platforms, and growing awareness of IKONICS Imaging’s online presence. TikTok and Instagram posts achieved consistently high views, with posts regularly reaching well beyond traditional industry audiences, including multiple cases of virality. IKONICS Imaging’s channels developed a distinct, educational brand voice recognized and appreciated by followers, while engagement grew both publicly through comments, shares, and saves, and privately through customer messages submitting feature entries, or seeking product and/or process advice.
The launch of the Affiliate Program further expanded IKONICS Imaging’s visibility and authenticity through user-generated content, while cross-division collaboration strengthened brand consistency and digital cohesion across IKONICS Imaging, IKONART, and Chromaline. Ultimately, social media became an integral educational tool, helping customers visualize advanced techniques, explore new applications, and feel more connected to the brand.
Takeaway
The IKONICS Imaging social media revitalization exemplifies how thoughtful storytelling and authentic community building can redefine a legacy manufacturer’s digital identity.
By blending humor, education, and technical expertise, IKONICS Imaging proved that even highly specialized industries can thrive on creative platforms like TikTok—if the content genuinely connects with its audience.
This project deepened my understanding of strategic digital communication in niche B2B markets, taught me the power of fostering community through content, and reinforced that education, authenticity, and consistency are the cornerstones of a successful brand presence—online or off.
Media Credit:
All media is the property of SAATI Advanced Chemicals LLC d.b.a. IKONICS and are used here with permission for portfolio and promotional purposes.
A focused collection of web and social designs that unify brand identity, messaging, and visual systems across websites, campaigns, and social channels.