SOFTBANK ROBOTICS

Connecting robots and people.

Building the future of work, with the power of robotics

SoftBank Robotics is working to introduce robots into our everyday lives, by first bringing robots to the businesses that serve us. These robots take on repetitive, mundane tasks so employees can focus on uniquely “human” work. To get businesses on board, we positioned robots as changing work for the better — with “people-first” robots designed to assist, empower, and connect with humanity.

Scope
  • RESEARCH & COMPETITIVE AUDIT
  • BRAND STRATEGY & POSITIONING
  • VISUAL EXPRESSION
  • TONE OF VOICE & MESSAGING
  • BRAND STANDARDS
  • PHOTOGRAPHY
  • WEBSITE DEVELOPMENT
Adding a human touch

Any brand — new technology is a little intimidating. Our goal was to make people comfortable with the idea of robots by introducing humans into the story: The people creating these robots, the positive interactions between humans and robots, and all the ways they can help us.

REMINDING PEOPLE OF THE MAGIC OF ROBOTS

Instead of selling features and functions, we focused on promoting a robot that can change the relationship with customers and leave a lasting impression. That’s where the magic is.

Robots can be our next leap forward — the sort of seismic change we saw with the PC, the Internet, the smartphone. And we’re ready to lead that revolution.



Kass Dawson, Head of Marketing,
Softbank Robotics
CAPTURING THE CONNECTION

To start building real connections between robots and people, we needed to stir the imagination and show what these relationships look like: Robots helping, collaborating, making a difference.

ADDING WARMTH AND WONDER

Robots get a bad rap as stiff, cold, even unsettling. In the new visual brand, we used refreshing colors, handwritten text, and fun iconography and illustration to soften the edges.

LETTING PEOPLE KNOW THE FUTURE IS HERE

Robots aren’t some far-off future technology; they’re something your business, employees, and customers can benefit from right now. And with a new website, we established SoftBank Robotics as the pioneers bringing practical, beneficial robots to the world today.

The human experience has become the human + technology experience.

Insights.

Lead with impact.

Focus too much on your technology and features, and your audience will see you as a product. Show them how you can solve a problem or drive new value, and suddenly you’re a solution.

Bring the outcomes to life.

It’s one thing to hear what a product can do, but to make the benefits real, people need to see them. If your product can change the customer experience, show exactly what that new experience looks like.

Trust comes first.

Your product may be a complete gamechanger, but first you have to get people to play. Start by inspiring them, before you start selling to them.