IROBOT_OS BRAND LAUNCH

The
Situation Roomb’

iRobotOS: Making a smart device more thoughtful

Twenty years after inventing the smart home cleaning category, iRobot found themselves in a sea of sameness and recognized the need to focus on its key differentiator: its operating system, previously known as Genius. However, customers were unsure about what Genius did, and there was a perception that smart devices were just not that smart.

Our task was to define a new customer experience strategy and position the operating system as a recognized and trusted entity in all iRobot products. The result was iRobotOS, an operating system that understands your home environment, respects your preferences, and seamlessly connects and grows with your smart home ecosystem. iRobotOS was more than just smart, it is thoughtful.

BRAND CAMPAIGN

The Situation Roomb’

The launch campaign for iRobotOS aimed to showcase its capabilities and create an understanding of thoughtful intelligence. Thoughtfulness is a human characteristic, so it was only natural that the campaign featured a team of tiny engineers that simulate the inner workings of the robots. This gave viewers an endearing and often hilarious glimpse into the intelligence and thoughtful decision-making processes that sit at the core of all iRobot products.

VISUAL ID

The Complete Compass

The essence of the iRobot brand lies in providing customers with a thoughtful experience that goes beyond just a complete clean, but to all-round home care. This philosophy is reflected in the product design and visual language through a consistent and powerful metaphor: the circle.

It is found throughout the iRobot brand, from the dot in the logo to the nucleus ring on the product itself. The circle represents not only a symbol of completeness but also endless potential. With this in mind, we delved into the promising possibilities of the circle to symbolize the intelligence that drives it all:

iRobot OS