Brand Identity is a critical part of any contemporary marketing effort that is too often ignored by B2B brands, especially in the industrial automation space. In markets that are smaller and more specialized than most consumer categories, brand is even more important as a means of standing out from a competitive field of otherwise identical products and services.
As Director of Brand Narrative for venture-backed robotics startup Rapid Robotics, I was the sole steward of the brand. Early in my tenure there, I led the executive team through a series of brainstorms to capture our brand identity and tone of voice, which I used to guide production of many of the other Rapid Robotics assets you’ll find in my portfolio.
Then, in early 2023, Rapid Robotics pivoted the business away from general-purpose robotic integration to focus on a single product. This required an urgent reimagining of the brand, and a ground-up rebuild of the website to tell a new story, push a new product, and serve a much more specific audience. I revised all brand documentation, then concepted, built, and optimized an entirely new site in a less than two weeks, and used revised branding documentation to launch a re-brand of all existing content. Our design agency Superside offered input on layout and created a few new images, while our web development team at Silent Z Consulting built new modules and capabilities as needed.
