glowforge CRAFT LASERS
Launching a Brand for the
Next Generation
of Makers
Engagement: Fractional Executive leadership engagement. David Sperry (CCO @ Nebulous) served as Fractional Executive Director, Brand and Creative guiding brand and creative teams to launchanewproduct line of Craft Lasers at Glowforge.
Challenge: Introduce a new line of Glowforge Craft Lasers designed to make laser cutting more accessible to a broader creative audience. The challenge was to expand the brand into a more approachable product tier without diluting Glowforge’s premium credibility, while clearly differentiating Aura and Spark within the broader product ecosystem.
Approach: Building on the Glowforge brand foundation, the same creative team led the launch of the Craft Lasers line with a focus on clarity and approachability. The work spanned product positioning, website experience, photography, and video, using simple, confidence-building storytelling to show how easy it is for new makers to get started while staying true to the Glowforge brand.
Contributors:
David Sperry — Brand Strategy & Creative Direction
Aubrie Rice — Visual Design
Mary Kunimune — Visual Design
Emilia Slimon — Copywriter
George Mikhail — Video Director
Reva Keller — Photography
Result:
- Successfully launched Glowforge Aura and Spark as a distinct, accessible product line
- Expanded the brand to reach new creators without compromising core brand equity
- Delivered a cohesive creative system supporting product launch, education, and marketing
