iRobot Brand Refresh
Client: iRobot
Role: Group Creative Director
In a crowded market with limited differentiation, iRobot was drowning amongst lower-priced competitive knock-offs and lost its edge with consumers as the premium brand. As the OG - the original category leader in robot vacuums, they needed to get their swagger back. We completely overhauled iRobot’s product marketing brand presence across all channels with a bold, sophisticated, elevated look and confident voice, rightfully claiming the brand’s spot as leader of the pack…leaving the competition in the dust.
Looks good, Plays hard.
A Brand Refresh that Re-establishes iRobot as a category Leader.
The Brand refresh that pushes off iRobot’s heritage and paves an own-able way forward. We introduced the “Simply Sophisticated” Creative Direction to elevate the brand. It’s sleek, bold and unapologetic. It’s complete confidence in oneself. Inspired by the powerful suctioning and other mighty feats of engineering, iRobot products stand up to stubborn messes with both grace and grit. The iRobot refresh included an overhaul of all product imagery, renders, and lifestyle photography. Using distinct treatments that are undeniably iRobot. Thoughtful design choices included a revised color palette that brought in more electric bold colors while keeping their signature green, design of completely new own-able patterns inspired directly from the product features themselves, and the introduction of new visuals like beautiful messes, exploded views, and dramatic angles.
Credits