XELA Robotics develops tactile sensing technology that helps robots perceive pressure, texture, and motion. It is a breakthrough innovation with global potential. But novelty creates a challenge. The market needs clear explanations and a brand that can carry both technical depth and commercial ambition.
Our role was to build clarity around the technology, create a consistent brand system, and help the company scale internationally.
XELA Robotics sits at the edge of robotics research and real-world application. The company’s challenge has always been communication. The product is new, advanced, and hard to explain in simple terms. Investors and partners see the potential but need clarity and trust.
The brand had to balance detail with scale. It needed to speak credibly to researchers and engineers while remaining clear to customers and collaborators. XELA looked for a partner that could translate its innovation into a system that works in every context.
The work focused on building a brand system that could scale with the business. XELA needed clarity, consistency, and tools that worked across audiences and applications. Our role spanned strategy, identity, content, and digital growth.
We began by creating a framework that set direction and consistency. Within it, we defined mission & vision to explain why XELA exists and where it is going. Brand values were shaped to guide culture and action. A full brand strategy connected purpose, positioning, and audience.
With the strategy in place, we translated it into Brand Identity. A key part of this was designing a logo system that made XELA’s structure clear across company, product, and service layers.
The design of the brandmark itself ties back to the company’s innovation story. Its forms represent sensing points, automation, chip integration, human interaction, and customization. This symbolic layer strengthens recognition while grounding the mark in what makes XELA distinct.
Beyond the logo system, we built a brand style covering color, typography, and imagery. We set art direction for photography and campaigns, and defined a tone of voice for written communication. All of this was captured in brand guidelines, ensuring teams could apply the system with consistency and confidence.
To bring the brand to life, we created Product Photography and wider Brand Imagery that showed the technology in context. But traditional photography posed a challenge. XELA has a steady flow of new models and integrations, yet no in-house studio. Organising full product shoots for each new iteration would have been costly, time-consuming, and inconsistent.
We solved this by building a 3D product photography strategy in Blender. Using 3D Blender Design, we developed a system where products could be rendered consistently, without the need for large-scale photoshoots. This approach ensured:
This solution not only improved efficiency but also aligned with the wider brand identity. Every render fits within the same visual language, ensuring XELA’s products are presented with the same clarity and precision as the company’s broader brand.
The work gave XELA a clear, consistent system to express its innovation — across brand, product, and platform. Each layer was built to scale and support real-world use.
