Laser THICK Identity Launch
About the project
Date:
January 2023-April 2025
Client(s):
IKONICS Imaging,
Trotec Laser, & GS2 Awards
Services:
Branding & Identity, Marketing & Campaign Design
The Challenge
IKONICS Imaging recognized a growing demand for a thicker, more durable laser mask capable of deep, detailed engraving on harder substrates like stone, granite, and thick crystal. Until now, that level of thickness was only possible with vinyl masking, which requires manual weeding and cannot achieve the same precision. Fine “islands” in vinyl designs often shift or blow off during blasting, limiting results and efficiency.
The challenge was twofold:
Technical: Create a first-of-its-kind blastable laser mask that offered vinyl-level durability, laser-level precision, and the signature flexibility of IKONICS Imaging films.
Brand & Communication: Develop a cohesive identity that positioned LaserTHICK as both a technical breakthrough and a natural evolution of the IKONICS Imaging product family, then communicate this achievement effectively to our audience.
The Development Process
The creation of Laser THICK began in early 2023 through collaboration between IKONICS Imaging’s R&D, Sales, and Marketing teams. Drawing on real-world customer insights, the R&D team engineered multiple prototypes to balance adhesion, elasticity, and laser engraving precision.
Prototype samples were distributed across the industry through trade shows, direct mail, and several professional associations such as the Mid America Monument Builders Association (MAMBA) and Awards Association of America (AAA). Each sample label featured a QR-coded survey, allowing customers to share real-time feedback that guided ongoing formulation adjustments.
Result: After two years of iterative development, the final Laser THICK formulation emerged as the first laser mask of its kind– a film that doubles the thickness of Blazer Orange, withstands aggressive blasting on stone and glass, and maintains high-fidelity engraving resolution. This innovation allowed users to achieve results previously only possible with hand-weeded vinyl, but with far greater precision, speed, and reliability.
The Launch
Official Launch: April 2025
Channels: Email campaigns, social media rollout, Blog post, magazine advertising, press releases, product giveaways, and live event integration
Highlight: Featured hands-on at the Blazering: Extended – Merging Technologies Workshops
The launch introduced Laser THICK as both a technical innovation and a brand milestone, symbolizing IKONICS Imaging’s continued leadership in laser and sandcarving technology. The visual identity – developed collaboratively across IKONICS’ Marketing department – emphasized strength, precision, and versatility through bold typography and clean, modern design.
Collaborative Team Effort
Laser THICK’s successful debut was the result of collaboration between multiple IKONICS Imaging departments:
R&D Team: Led formulation development, testing, and performance validation
Sales Team: Collected customer insights and aided in prototype distribution
Marketing Department: Crafted the product identity, campaign strategy, and communications rollout and prototype distribution strategy
Within the Marketing Department:
The Marketing Director oversaw overall brand direction and launch strategy. I, Claire Robbins, serving as Event Coordinator and Digital Marketing & Communications Specialist, bridged technical understanding with creative execution – coordinating each step of the launch across departments and ensuring all brand communications reflected the product’s capabilities and purpose.
I led the creative direction for the Laser THICK identity, collaborating with our Creative Coordinator to co-design the logo and develop visual assets including email templates and user guides. Working alongside our Content Strategist, I contributed to planning and refining content scheduling, copy, and campaign timing, ensuring the launch was cohesive and strategically aligned. Beyond marketing, I played a central role connecting R&D, marketing, and sales, translating technical findings into tangible customer-facing experiences.
My Role
Throughout the Laser THICK project, I contributed across creative, technical, and logistical domains, ensuring alignment between technical capabilities and brand storytelling.
Key contributions included:
Translating R&D findings into clear, customer-facing messaging, bridging technical details with approachable communication for marketing, sales, and external audiences.
Designing and preparing digital artwork and laser test files with micron-level consideration, ensuring the artwork accounted for CO2 laser settings, power and limitations, film thickness, and material response to achieve repeatable, high-fidelity detail through subsequent sandblasting and imaging processes.
Operating the Trotec laser engraver for product testing and visual content generation, directly producing images that demonstrated the product’s capabilities.
Producing both public-facing and confidential product videos, supporting educational content, prototype testing, and internal communication.
Managing sample preparation, labeling, and prototype inventory throughout the testing phase to maintain organized, accurate records of all materials.
Coordinating cross-departmental collaboration, ensuring timely, visually cohesive, and technically accurate launch deliverables across R&D, marketing, and sales teams.
Impact
The launch of Laser THICK introduced the first laser mask film that combined the durability of thick vinyl with the precision of laser engraving. It expanded IKONICS Imaging’s product line by creating a new performance category for engravers and monument builders, while also strengthening collaboration across technical, creative, and sales teams. The project reinforced IKONICS Imaging’s reputation as an innovative, customer-focused brand and delivered a consistent, high-impact presence across both digital and in-person channels.
Takeaway
The Laser THICK Identity Launch exemplifies how technical innovation, cross-team collaboration, and thoughtful brand design can come together to define a new product category. By listening to its customers and aligning creative storytelling with scientific development, IKONICS Imaging transformed a technical breakthrough into a brand-defining moment– cementing its reputation as a leader in laser and sandcarving innovation.
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.
Visual Identity & Brand Development Gallery
A selection of identity and brand development work, highlighting product launch materials, refreshed visual systems, and the supporting assets that introduce brands with clarity and impact.