Brain Corp is a San Diego-based AI company that creates transformative core technology for the robotics industry. Its cloud-connected software enables commercial autonomous mobile robots (AMRs) to navigate safely and efficiently in public indoor spaces, such as retail stores and airports, to clean floors, move goods back and forth, and scan shelves.
The fast-growing startup, which powers the largest robotic fleet of its kind in the world, previously marketed the benefits of its technology platform solely to original equipment manufacturers (OEMs), but has expanded its focus to include end customers as well. Brain Corp wanted to better reach and educate these audiences in a friendly, non-technical way.
“To help create demand, we needed to better educate the market at large, including retailers and grocers, about the value of robotics and automation,” said Erik Bratt, Sr. Director of Brand, Content and Communications for Brain Corp. “This is an exciting technology, but it is still relatively new, and we needed to update and soften the brand, and better explain how our technology works safely in a high-traffic location.” To reach new audiences and effectively tell its story, Brain Corp needed to make another dramatic shift &#8211; rebrand the company.
Solution 
VSSL approached the rebrand by tackling the biggest problem &#8211; how to make an abstract concept like AI software tangible. The team strategized that the best way to do that was to help Brain Corp&#8217;s audience visualize the software powering AMRs.
The challenge, however, was normalizing robots as common objects working around people in public spaces.
“We had to find a way that showed how BrainOS-powered robotic applications deliver value,” said Adam Jones of VSSL. “We wanted to show how robots work, that they&#8217;re real, and that the software makes it all possible.”
The VSSL team came up with several ways to present robots as approachable and safe:
Isometric Illustrations 
An illustrative system that can scale and allow for limitless possibilities is important when designing for the fast-moving tech industry. In Brain Corp&#8217;s case, isometric illustrations, which render a 3-D perspective on a two-dimensional surface, help the audience visualize how and what the brand can do.
Video 
Video can show robots at work, cleaning floors, or moving down aisles. If the videos are shot from the same height as the robot, looking up at it, or from the robot&#8217;s perspective, that can reveal how its AI makes decisions to navigate around customers.
The rebrand included a new color palette and typeface. The VSSL team crafted a brighter, punchier palette to convey the brand&#8217;s wisdom and expertise without compromising the approachability and friendliness. And they replaced the old font with a sleek, modern typeface called &#8211; not surprisingly &#8211; Roboto.
Even the company&#8217;s beloved mascot robot got a redo. The mascot appears on the website as well as internal employee documents, assets, and marketing collateral. Brain Corp employees have a strong attachment to the mascot, so it was important that the VSSL team carefully retain the robot&#8217;s playfulness while not distracting from the brand&#8217;s thought leadership or serious AI chops.
Results 
The rebrand and the new website have helped reposition Brain Corp from a rigid startup, which relied heavily on dark color schemes, to a major player in robotic AI software that helps manufacturing partners and end customers better leverage the full power of robotics.
“VSSL&#8217;s design capabilities and strategic approach helped make our brand more accessible and understandable,” said Bratt, of Brain Corp. “Our website now reflects the scale of our brand and the variety of robotic applications we offer. It also tells our story in a fresh new way — that we take pride in our work and are good at what we do, but we don&#8217;t take ourselves too seriously. We focus on the success and value of our partners and customers.

<h4>Overview</h4>
Brain Corp is an AI company that creates transformative core technology for the robotics industry. Its cloud-connected software enables commercial autonomous mobile robots (AMRs) to navigate safely and efficiently in public indoor spaces. Brain approached VSSL to help them effectively tell their story and better educate the market at large in a friendly, non-technical way.

Rebranding and Repositioning Brain Corp

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Rebranding and Repositioning Brain Corp

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