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Case Study

A cobot pioneer is back

Rethink Robotics — 3D landing page, trade fair appearance and website relaunch

The cobot pioneer Rethink Robotics went insolvent in the US, but was back under German management. For the rollout of the rebranding we built a scroll-driven 3D landing page that collected addresses ahead of Automatica, the template for the trade fair stand and a complete website relaunch — with the cobot Sawyer in the 3D leading role.

  • Technology
  • Professional Services
  • Branding
  • Graphic Design
  • UI/UX Design
  • Web Design
  • 3D Visualization
  • Exhibition Design
Animation: a gripper arm sets a steel box down in a white hall

The gripper follows up

An oversized gripper above a white steel box with the Rethink mark
Sawyer's oversized gripper places another box in the second sequence.

And what is behind the question mark?

The opened box, with the Rethink Robotics logo above an empty plinth inside
The doors of the second steel box open — but what does the question mark in the story stand for?

The sequence sets off the teaser

Animation: the boxes open for Launch Day
Closing sequence that triggers a teaser video on the landing page.

The box becomes a trade fair stand

The trade fair stand at Automatica, with an illuminated application wall and logo
The front face of the stand with the logo and four backlit panels
Based on our 3D boxes, ad modum from Berlin created a phenomenal trade fair stand.

Four ways into the hero section

First mood: the cobot Sawyer in white in front of the SAWYER wordmark
Second mood: the same setup in black
Third mood: the same setup in strong red
Fourth mood: the same setup in blue
First moods for the hero section of the new home page.

Five images tell the story

  • Rendering: a dark steel box with a red and blue slit of light
  • Rendering: the opened box with a red question mark inside in blue light
  • Rendering: the cobot stands in the brightly lit box
  • Rendering: two boxes with red and blue edge lighting
  • Rendering: several boxes in a circle, lit from inside
First renderings from Blender 3D for the storytelling of the landing page.

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Sawyer explains itself

Animation of the home page: the cobot Sawyer turns in front of the SAWYER wordmark
The cobot Sawyer and its USPs almost present themselves.

The visitor picks the color

Animation: the same cobot switches between white, black, red and blue at the click of a button
The target group can set the colors interactively. Thanks, code!

The parts in the background

  • Cut-out rendering: the cobot's gripper head in white
  • Cut-out rendering: abstract white cube shapes
  • Cut-out rendering: joint pieces and camera block in white
  • Cut-out rendering: a joint taken apart into three pieces
Parts of the Sawyer and abstract technical shapes lend support as a background layer.

A stage of its own for Intera

A monitor showing the software page: the INTERA wordmark in a red-to-blue gradient
A one-of-a-kind piece of software deserves a presentation of its own.

From wireframe to rendering

Animation: the cobot's wireframe model turns into the finished rendering
From wireframe to the photorealistic cobot Sawyer.

Interactive in the hand, too

Two smartphones showing the mobile site: the mark on red and blue, and the product view
Interactivity on mobile devices — an absolute must.

Revolution Inklusion

Campaign page “Revolution Inklusion”: a man in a wheelchair next to the cobot Sawyer

Those given up for dead live longer. Much longer.

Wow, what a story! Our good old client once decided to give the company website a new shine with her bold vision. It was a kind of phoenix-from-the-ashes situation after the company had filed for bankruptcy in the US. But hey, let's not forget: we are in Germany! Under new management and with a healthy dose of German engineering know-how, the company got a fabulous re-branding.

The mission: a complete overhaul of the website — not just a bit of make-up, but a real rebuild from the ground up. The new website was to be an impressive hybrid, a showpiece that not only presents the tech company and its products in their best light, but also cleverly turns visitors into B2B prospects.

The design? Crisp, clean and tidy, but with enough room for the content that matters — a real challenge for any design genius, but hey, who said designing was easy? And all of it without the visitor losing interest in the products. Clever, isn't it?

But wait, there is more! A customer journey was pulled out of the hat for the UX that tempted the visitor's eye into interaction with animations, effects and 3D elements and led it to the relevant content — deep into the magical world of one-of-a-kind websites. And the US market? That was not to be forgotten either, after all it was the lion's share of the audience the company wanted to win over.

Our favorite feature? Oh, that was definitely the Sawyer. As the central 3D element, in different crops and as a static as well as an animated rendering, it turned the design into one whole experience. Strong, assertive and purposeful calls to action — oh, how we love them — put the visitor in a mood where they wanted to find out more about products and services. There was also a careers page to attract potential employees: the icing on the cake.

Before the glorious re-launch of the company website was due to happen, there was also the cleverly conceived 3D landing page, which generated email addresses from the target group with content marketing ahead of a relevant, upcoming trade fair. The trade fair stand at Automatica set out to remind the trade audience of the successes of the supposedly washed-up cobot pioneer and to tease a new product in the spotlight. And what a statement that was to the competition! With a box conceived in Blender 3D as inspiration, ad modum in Berlin truly brought the trade fair stand to life. Applause!

P. S. For strategic reasons, the brand-new company website has sadly not been launched to date.