The brief was a logo for a robotics startup. The result was a mark so distinctive it attracted unsolicited attention from Samsung and Bose before the product ever shipped. That's what the right visual language does: it opens doors. I developed the full brand identity: logotype, visual system, and campaign materials built to establish credibility in a crowded tech landscape.
CLIENT ▸ BIIPI Robot, New York, NY, USA
YEAR ▸ 2018
AREA ▸ Technology — Consumer Robotics, Hardware and Software
AUDIENCE ▸ Strategic Partner, Investor, End User
ROLE ▸ Art Director Freelance
SCALE ▸ 11 applications, 8-month engagements
ROLE ▸ Art Director (Freelance)
TEAM ▸ Led 1 3D artist, working directly with the founder
PROCESS ▸ Category audit → logo development → usage and scale system → applications and delivery
YEAR ▸ 2018
AREA ▸ Technology — Consumer Robotics, Hardware and Software
AUDIENCE ▸ Strategic Partner, Investor, End User
ROLE ▸ Art Director Freelance
SCALE ▸ 11 applications, 8-month engagements
ROLE ▸ Art Director (Freelance)
TEAM ▸ Led 1 3D artist, working directly with the founder
PROCESS ▸ Category audit → logo development → usage and scale system → applications and delivery
The Challenge
Pre-launch, pre-product, pre-reputation. Nothing to point at but the identity
One mark across hardware, software, and digital, where each surface has different constraints
A category crowded with companies that all look like each other, and mostly look like a tech template
Pre-launch, pre-product, pre-reputation. Nothing to point at but the identity
One mark across hardware, software, and digital, where each surface has different constraints
A category crowded with companies that all look like each other, and mostly look like a tech template
Strategic Approach
Logo first. With no product to show, the mark carries the entire credibility argument
Neutral but distinctive. Confident enough to be taken seriously, open enough to grow into
Designed for the smallest and the hardest surfaces first: device, icon, screen
Logo first. With no product to show, the mark carries the entire credibility argument
Neutral but distinctive. Confident enough to be taken seriously, open enough to grow into
Designed for the smallest and the hardest surfaces first: device, icon, screen
Creative Solution
A bold typographic logotype. Clean, contemporary letterforms with no tech clichés attached
Built for recognition across interfaces and devices, not for one hero lockup
Structural rather than decorative, so the brand could evolve with the product instead of being redrawn
A bold typographic logotype. Clean, contemporary letterforms with no tech clichés attached
Built for recognition across interfaces and devices, not for one hero lockup
Structural rather than decorative, so the brand could evolve with the product instead of being redrawn
Scope & System
Logo structure, spacing rules, and scale behavior across every application
Asset delivery for digital, product, and print use
A usage framework the client's team can apply without needing to come back for approvals
Logo structure, spacing rules, and scale behavior across every application
Asset delivery for digital, product, and print use
A usage framework the client's team can apply without needing to come back for approvals
Deliverables
Logotype and brand identity
Logo usage and scale guidelines
3D product renders
Digital and product asset library
Campaign and print materials
Logotype and brand identity
Logo usage and scale guidelines
3D product renders
Digital and product asset library
Campaign and print materials
Role & Leadership
Art Director and brand lead, concept through delivery, working directly with the founder.
Directed a 3D artist to put the identity on the product itself, so the mark was judged on a rendered device rather than on a white page.
Owned the argument that a startup with no product should spend on the mark first, which is not the obvious call when engineering is burning cash.
Art Director and brand lead, concept through delivery, working directly with the founder.
Directed a 3D artist to put the identity on the product itself, so the mark was judged on a rendered device rather than on a white page.
Owned the argument that a startup with no product should spend on the mark first, which is not the obvious call when engineering is burning cash.
The BIIPI logo was designed as a precise typographic wordmark, providing a clear and stable visual anchor for a smart robotics product in its early growth stage.
On The Work
A logo cannot make a product good, but it decides whether anyone looks.
Biipi got approaches from Samsung and Bose before launch, which is the clearest evidence I have that disciplined, logo-led branding buys credibility a young company has not earned yet.
Biipi got approaches from Samsung and Bose before launch, which is the clearest evidence I have that disciplined, logo-led branding buys credibility a young company has not earned yet.
Launching a tech product that has to feel credible before it ships?
