From Product to Platform
Brand Strategy, Identity & Architecture
Company
TGR
Role
Lead Designer/Creative Director
First creative hire at a 30-person startup, functioning as Creative Director. Led all brand strategy sessions with the CEO, COO, and VP of Sales, conducted the brainstorms, setting the structure to synthesizing executive input into a coherent framework. Worked with a freelance collaborator to formalize the the strategy deck and presented to leadership.
Brand Strategy
Brand Architecture
Industrial Design Philosophy
Visual Identity
TGR stands for The Good Robot. Almost no one knew TGR existed. I built the brand, the strategy behind it, alongside concurrent responsibilities that included an app redesign, 120+ pages of technical documentation, and trade show designs across two brands.
Identity
The logo exploration spanned three conceptual territories, Digitization, Coding, and Robotic Sensors, with 30+ directions explored before arriving at the chosen mark. The final logo uses a modified version of Biennale Bold with a single pixel cut from the letterforms between ‘t’ and ‘g’ reappears top left of the ‘t,’ a detail drawn from the concept of digitization that 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. Using 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 grounded in real customer testimony from EVS directors and hospital supervisors. The deck is now TGR's living brand guideline.
Website
Strategy, UX, information architecture, UI design, and full Webflow build. Designed in English and translated to 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. Current partner roster includes Kaiser Permanente, Scripps, Honor Health, Texas Health Resources, UT Health San Antonio, and Alameda Health System.
Illustrations
Created a uniform visual language for technical graphics and illustrations.
Video Direction
Directed 3D product animation videos to visually demonstrate scientific concepts like the inverse square law for the website and sales decks, giving the brand a cinematic presence to match the new identity.
Brand Guidelines
Produced in tandem with the website: logo usage rules, color and typography specs, and the formal ADIBOT sub-brand lockup giving every internal team and external vendor a single reference. The lockup reads: ADIBOT, a division of TGR. The platform hierarchy, formalized.
Industrial Design Philosophy
A governing framework authored for external design partners. Laying the concepts of 1. Serviceability → 2. Usability → 3. Approachability. Enforceable rules, concrete examples, implementation guidance for geometry, proportion, material, and interaction. Translated into Chinese for manufacturing teams. A product governance framework the goes beyond brand documents.
Challenge
TGR’s disinfection robot was developed under a different name, ADIBOT. A European competitor was actively using its origin story against it in hospital procurement conversations. The confusion was costing real contracts.
Strategy
Retire ADIBOT as a brand identity. Reframe TGR as a platform company with product lines underneath using the car company model. Neutralize the origin of confusion and build an architecture that scales to products that are under development.