Formant: Brand & Marketing
While I was redesigning the product, I was also running creative direction for Formant’s brand. Website, events, campaign visuals, the RoboBusiness 2024 booth. All of it.
The product and the brand had to tell the same story. Formant sits between humans and robots. The visual language needed to feel that way too. Technical enough to be credible, clear enough to be approachable.
01
Formant Brand Evolution
When I came on, Formant’s brand still felt like a startup. The work was enterprise-grade, but the visual identity hadn’t caught up.
I rebuilt the brand system to match where the company actually was. More structured. More confident. The kind of aesthetic that says “we manage robot fleets for Fortune 500 companies” without losing the energy that made Formant interesting in the first place.
02
RoboBusiness Conference Booth
RoboBusiness 2024 was the biggest public moment for Formant. The centerpiece was the “Robot Corral,” a live floor display with partner robots from Canvas, Burro, Clearpath, Slalom, and Field AI, all running through Formant’s platform in real time.
I designed the booth, the event environment, and everything around it. Graphics, interactive displays, motion content, campaign materials. The goal was to make Formant look like the enterprise company it had become, not the startup it used to be.
Meta, LG Electronics, Panasonic, and Toyota all came through the booth. It did what it needed to do.
I built the whole booth layout in 3D before fabrication started. Every robot, screen, and display got placed and tested in the model first. That let the team see exactly what they were building toward and saved weeks of back-and-forth between design, marketing, and the fabrication team.
03
Marketing
State of RaaS 2024
I designed the cover and visual identity for Formant’s annual Robotics-as-a-Service industry report. Bold offset typography, radial composition, real-world imagery layered with geometric structure. The cover needed to feel like the industry itself: data, autonomy, and human impact all in one frame.
Formant Brand Collateral
Posters, apparel, campaign materials. I extended the brand system across everything the marketing team touched, keeping the typography bold and the robotics imagery subtle. Consistency across screens, print, and events.
04
Outcome & Impact
This work changed how people saw Formant.
The brand went from startup energy to enterprise presence, and you could feel it at RoboBusiness. The redesigned website, the State of RaaS report, the booth, the collateral. It all matched. For the first time, product and marketing were telling the same visual story.
Enterprise partners noticed. Conversations at industry events got easier because the brand was doing half the work before anyone opened their mouth.