SoftBank Robotics Rebrand + Website

With 2 humanoid robots in production and more on the way, SoftBank Robotics is looking to bring robots into our everyday lives – no easy task, though, when many folks see them as straight-up nightmares from the Uncanny Valley, out to steal our jobs.

To help get people more comfortable with the idea of robotics, I did an entire rework of the SoftBank brand – vision to voice to messaging – adding warmth, emotion, and humanity to their story. This brand, in turn, was applied to an entirely revamped SoftBank Robotics website.

Key to the messaging was presenting robots as partners here to help empower us, not replace us.

The goal was to position SoftBank as the leader driving the future of robotics, by making sure robots are introduced the right way.

The original SoftBank Robotics brand focused too much on features and solutions, and not enough on the actual benefits of robots – or on the magic of interacting with them.

We also wanted to show the humanity behind the robots, by highlighting the many brilliant people who work together to create them.