What was the problem our client was facing?
European Robotics are a private/public partnership involving the leading players in Intelligent Robotics in Europe. They represent the public, private and academic sectors working alongside the EU Commission.
Their aim is to provide a single voice and to raise the profile of the class leading work being done in intelligent robotics across Europe.
The problem was their overall identity had an inconsistent voice, not helped by the fact that there is an association called euRobotics (see euRobotics case study here).
It had a one size fits all approach to its multiple sub-brands, events and initiatives that talked to multiple audiences, an unresponsive and confusing website that failed to capture the innovations and positive impact of Robotics in Europe.
Due to the plethora of multiple logo's and no structured brand architecture, there was no cohesion or defined roles across the family.
Having previously worked with euRobotics and the EU Commission in creating their SPARC brand (see case study here) we were set the challenge of reviewing and refreshing the existing brand family and architecture from top to bottom.
How did we work with European Robotics and the EU Commission
With a large number of stakeholders across Europe (most of whom have senior roles in the robotics industry), reaching a consensus could have been problematic. However, by creating a core brand team of senior euRobotics members and representatives from the EU Commission and facilitating regular meetings and updates, all timeframes, deadlines and budgets remained firmly on track.
Before pencil hit sketchpad a full review of the existing sub-brands was undertaken, investigating their roles, hierarchy, associations and relationships with one another and their key audiences.
With the design strategy approved and in place creative concepts were refined and agreed in a very short space of time. Without the strategic deeper understanding of the brand this would have been a protracted process.
A new, flexible, dynamic and coherent identity system that ensured relevance with audiences, initiatives and events. In all instances, the brand debates that had preoccupied members were resolved on seeing the birth of their new identity.
The family of brands were demonstrated across all platforms from physical to digital and a full digital brand book was created to enable suppliers across Europe maintain brand integrity in a simple visual language.