From Product to Platform
Brand System for a Robotics Startup.
Company
TGR
Role
Lead Designer
First creative hire at a medical robotics startup. Built the brand and the creative function: strategy, identity, print, environments, product films, and the operating model for how work got made. Worked with outside printers, manufacturers, and production partners on everything physical.
Brand Strategy
Brand Architecture
Print & Production
Environmental Design
Industrial Design Philosophy
Visual Identity
TGR is the parent company for ADIBOT, a medical UV-C disinfecting robot. Almost no one knew TGR existed. I built the brand and the strategy behind it, alongside concurrent responsibilities that included an app redesign, 120+ pages of technical documentation, digital and print sales materials, and trade show design across two brands.
Identity
The logo exploration spanned three conceptual territories (Digitization, Coding, and Robotic Sensors) with 30+ directions considered before arriving at the final mark. It uses a modified version of Biennale Bold. A single pixel is cut from the letterforms between the ‘t’ and ‘g’ and reappears at the top left of the ‘t.’ It’s a detail drawn from the concept of digitization, and it rewards close attention.
Brand Strategy
I led all strategy sessions with the CEO, COO, and VP of Sales, drawing out what leadership wanted and shaping it into something actionable. Working with a freelance collaborator as a sounding board, I synthesized the output into a full strategic framework: purpose, positioning, brand pillars (Innovation, Human Impact, Scalable, Obsessed), personality, voice, and two taglines. All of it grounded in real customer testimony from EVS directors and hospital supervisors. The deck is now TGR's living brand guideline.
Illustrations
Created a uniform visual language for technical graphics and illustrations.
Video Direction
Directed 3D product animations for the website and sales decks, visually demonstrating scientific concepts like the inverse square law. They gave the brand a cinematic presence to match the new identity.
Website
Strategy, UX, information architecture, UI design, and full Webflow build. Designed in English and translated into Chinese and Spanish. TGR at the center, ADIBOT presented as a product line within it. The government of El Salvador found the company organically through the site and adopted TGR robots for public hospitals, a $3M+ contract. The current partner roster includes Kaiser Permanente, Scripps, HonorHealth, Texas Health Resources, UT Health San Antonio, and Alameda Health System.
A sales and marketing set built on the new identity: brochures, sell sheets, table tents, tickets, bookmarks. The folder and brochure are what sales hands a prospect, so they carry the most weight. Printed to spec and run through outside printers.
Trade Show & Environments
Booth design through the transition, while ADIBOT was being folded into TGR and both still had to appear in the same hall. Floor layout, furniture and asset placement to move visitors through the space, and interactive displays to hold them once they stopped. Also led the redesign of TGR’s office.
TGR office layout
Brand Guidelines
Produced in tandem with the website: logo usage rules, color and typography specs, and the formal ADIBOT sub-brand lockup. Every internal team and external vendor now works from a single reference. The lockup reads: ADIBOT, a division of TGR. The platform hierarchy, formalized.
Industrial Design Philosophy
I wrote a governing framework for external design partners, built on a layered priority hierarchy: Serviceability → Usability → Approachability. Enforceable rules, concrete examples, and implementation guidance for geometry, proportion, material, and interaction. Translated into Chinese for manufacturing teams. A product governance framework for design and manufacturing partners.
Challenge
TGR's disinfection robot was originally developed under a different name, ADIBOT. A European competitor was actively using its origin story against it in hospital procurement conversations. It was costing real contracts.
Solution
Retire ADIBOT as the main brand. Reframe TGR as a platform company, with product lines nestled underneath. Neutralize the origin story and build an architecture that scales to products still in development.