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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.
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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.
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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
Universal Robots
This is the Cobot.
Redefined.
