In the world of robotic automation, Universal Robots are one of the leading names – arguably helping to define the category. Their product, nick-named the Cobot is designed to safely work alongside humans. Helping to automate and increase efficiency across a wide range of industries - from manufacturing, healthcare, logistics, even standing in as drinks mixologists. After starting out life as a small Danish tech start-up, Universal Robots, quickly grew to dominate the category. But as the competition developed ever-more capable alternatives, they struggled to define what made them unique.

With authority, collaboration and agile innovation at the heart of the business, Universal Robot’s brand was redeveloped to reflect these values. A more confident and human tone of voice was used to articulate product benefits with clarity. The design language was evolved to feel more technical, rigorous and sophisticated - like the product itself.

Design system and brand guidelines
Campaign concepts
Product film concept
Animation direction
Script writing
Storyboarding

Agency — Good
Role — Design Director
Product renders and animation — Brez 
© Good