Roboteam is a leading defense robot company. But when Roboteam opted to expand into the civilian sector and leverage its advanced technological capabilities for the benefit of humans, we needed to shift its image from a robotics company to a people company. Roboteam’s branding process challenged us to create a media language that puts humanity at the forefront and is relevant to both the military and civilian markets.
Getting to the brand’s core led us to the realization that while Roboteam’s business is hard core technology, it addresses human needs such as security, convenience, and communication. This insight is also supported by the company’s values – humanity and teamwork, which we captured in two words – Human driven. This essence is also expressed in the brand language that highlights the special connection between technology and humanity.
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