Itera's technology is invisible to the naked eye, but by showing how it works, we wouldn’t have to tell. We developed animated 3D renders of the entire process. Suddenly, you don't have to ask what a substrate was or how the circuit layers connect because you can finally see it. The renders also revealed what the founders had struggled to articulate. Watching liquid metal move, we saw flow, literally and metaphorically. That became the foundation upon which we built Itera’s brand. We chose the name Itera as the clearest expression of the open-ended iteration the technology affords users, and designed a logo to match, with shapes flowing between solid and liquid states. To crystallize the supporting messaging, we distilled Itera's offering into three words: “design without fear”. Fear means costly revision cycles for engineers, but with Itera that cost drops to near zero. We articulated what that means for engineers trapped in traditional prototyping. Highly-detailed renders now carry Itera’s technical explanation, leaving the words free to promise rather than describe.
