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.
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.