(Industry)
Robotics
Brand Identity
Creative Direction
Art Direction
Building boring robots to support innovation.
[Situation]
01
CNC shops across the UK can't hire enough skilled operators and their machines sit idle most of the day, yet fewer than 2% run any automation. There were robotics already working but they took twelve weeks and a specialist programmer to install, so it stayed in the lab instead of reaching the floor. Pete and Gio started Whistle Robotics in London in 2025 to close that gap, building machine-tending robots that deploy in under a week without anyone writing code. Two founders going after a category where every competitor looks the same and nobody on a shop floor has heard of any of them.
[Solution]
02
We built a brand that steps around the robot-blue sameness of the category and gives the robots character, so a shop floor reads them as help showing up rather than a system going in. I wrote the copy alongside the identity, which carried through the investor deck, trade show environments, digital screens and the badges for events. The deck was the biggest piece, since early-stage robotics gets funded on a story before anyone has seen the hardware run. The work is ongoing and the work has help the team gain awareness for hiring.
