TRA Robotics

TRA Robotics is a developer of industrial Autonomous Mobile Robots (AMR) for warehouses, manufacturing, and logistics. At the company, I led the branding process, website design, and internal communications. When I joined, the brand felt outdated and did not reflect the technological sophistication of the products: the visual identity was weak, the website failed to communicate the core value of the robots (flexibility, reliability, fast ROI), and internal materials were fragmented, lacking a cohesive corporate culture.

I led the development of a new brand concept built around evolution and the "next machine revolution" — the idea of continuous progress, transformation, and forward movement in industrial automation. The central element became the logo, where the letter R in TRA was redesigned into a dynamic, unconventional form. We visualized it as a transforming shape symbolizing the shift from traditional manufacturing to a fully autonomous, robotic future. This transformation of the letter across time and space became the key visual motif of the brand.

We developed a modern color palette (industrial blue combined with accent orange to convey energy and innovation), defined typography, and created a comprehensive brand guideline applied across all touchpoints. I redesigned the website with a new structure, refined copywriting, updated visuals, and animations focused on showcasing case studies, ROI, and clearly explaining the benefits of AMR solutions.

The company consisted of several specialized teams: computer vision, motion generation, mobile robotics, mechanical engineering, software development, and others. The goal was to create an internal sub-branding system for these teams and develop a unified internal information portal. We drew inspiration from the aesthetics of space missions (NASA / Mars missions) — evoking exploration, precision, and team spirit under complex conditions.

Based on this concept, we designed team apparel (T-shirts, hoodies), custom patches for each team (e.g., "Vision Crew," "Motion Squad," "Mobility Pioneers"), and mission-style badges featuring logos, slogans, and star-inspired elements. This approach created a strong sense of belonging to a shared "mission," increased motivation, and made the internal culture more vibrant and recognizable.

As a result, the new branding fully achieved its objectives at conferences and industry events: it effectively attracted attention, helped the company stand out from competitors, supported recruitment of top-tier specialists, and positioned TRA Robotics as a leader in the next wave of machine automation.