Ambi Robotics is a Silicon Valley based AI robotics company that is pushing the envelope of robotic possibility. Their incredible technical story started in the lab at UC Berkeley, where they were the first roboticists who realized you could train robots in simulation thousands of times faster than in typical real-world training, which is clunky, expensive, and time consuming. It’s called simulation-to-reality transfer learning, and it’s changing the game of robotics.
They needed a new brand to come out of stealth.
We defined a new category for them, and built a new brand and product videos to share their story with the world for the first time.
—Stephen McKinley, VP Operations, Co-Founder
As a young company, it was important for us to create a visual identity that was strong yet flexible, able to grow and expand alongside them.
Using the robotic arm as inspiration, we created an iconic, cigil-like logo with negative space of the suction cup gripper in the center. This cigil can be used across digital media, but we needed to make sure it was strong on the robots themselves. With wires and cables that can sometimes get messy, the logo needed to be strong and simple.
To create a visual system, we broke apart the logo to create a hexagonal mask that could pull their visual identity together throughout digital uses—whether web design, social media, or sales materials.
Given their strong product focus, knowledge of their audience, and clear competitive advantage, this became a game of positioning in a sea of many players.
While other competitors were in the business of e-commerce “sorting automation,” we felt that positioning was too limiting for Ambi, given the power of their tech and its applications for expansion. So, we helped them create a new category: Robotic Dexterity. This sells a bigger dream of infinite possibility and makes the others seem limited.
The Ambi team came to us with strong values and an inspiring mission, and we helped them translate and hold true to these goals across a complex industry with many different supply chain touchpoints and customer personas that varied in technical know-how.
Coordinating a shoot during COVID times is a test of logistical skill, but our video team was incredible and produced high-quality, informative, and engaging final products. We shot their flagship product on-site at the warehouse of one of Ambi’s clients. We then were able to use our selection of videos for several purposes, including. 1) a demo video for the industry leading logistics conference 2) Wired announcements and other media use.
We art directed, storyboarded, scripted, and plotted out our shots. The Director and Director of Photography planned out the right gear to capture our vision, and then we got to shooting.
We built the site so that it’ll be easy for their team to create new sales and marketing materials on their own, ensuring ease of handoff, and making sure this is a site that will continue to grow with them.
Many thanks to the numerous hands who helped pull this off, and to Ambi for being the absolute best partners to work with.
Strategy, Production: Eva FryeStrategy: Madeline McCallumVisual Identity, Art Direction: Michaela FiasovàWeb Design: Ondrej JelinekVideo Direction, Production, Editing: Rob Wadleigh/Duel CitizenDirector of Photography: Thomas Hubbel3D Animation: Charles JoslainVoice Guidelines: Malik AdanProject Scope Design & Development: Mathieu SaléJunior Design: Sara GalovaAdvisor: Cliff Chen
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