A platform charting a new course for robotics coding.
Context: Fid Labs is a startup harnessing the power of AI to revolutionize robotics coding, which is still reliant on workflows and tools that require timely and costly busywork. With AI becoming ubiquitous, we wanted to build a brand that transcended tropes and positioned Fid Labs for the long-term.
Solution: To unlock the brand world, we leaned into the meaning behind the name: a ‘fid’ is a tool used by sailors to splice rope. In the same way, Fid Labs splices code to seamlessly integrate it into robotics. We developed a brand system that takes key verbal and visual cues from the world of sailing, while maintaining a clear connection to the platform it is building and robotics its built for.
Design system: The brand is undergirded by a dynamic visual code drawn from the alphanumeric code of Maritime signal flags, used to communicate between ships. Throughout the brand and website, the Fid Labs signal alphabet is used to create moments of surprise and discovery; from unexpected rollover messages to dramatic reveals of interactive elements.
