RBI
Innovation to the Life Science
In these days, time consuming preparations for the clinical trials and complicated procedures of the research development often prevent scientists from focusing on the science itself which they should have immersed originally. Robotic Biology Institute (RBI) enabled the scientists to improve the productivity of the research by developing a general-purpose humanoid robot “MAHORO” and automatizing the experiments. MAHORO was not only superseded the operation by the human, but also it created the significant value.
Challenges
Drawing the Relationship Between Human and Robot
The vision that RBI was aiming for was not just switching from the humans to the robots when they need to do experiments. They invested the broader vision in this dual-armed robot “MAHORO”. The research on the bio technology was difficult to computerize, so the scientists had no choice but to do the experiments manually. However, there were some cases that they could not get the same result as it written in academic papers when the scientists make experiments on bio technology or drug development. In short, the big problem for the scientists was that they could not confirm the reproducibility of the experiments. In order to break through the shocking facts, we decided to hold the vision of RBI to make the future that the robots improve the reproducibility of the experiments on life science. Our branding projects on RBI had started from designing this ambitious vision to give a concrete shape to its brand story.
Solutions
Specify the Shape of the Brand, the Image of the Future
After we decided the corporate name, and while we’re designing the basic elements like logo mark, what we emphasized the most in the communication with the user was that how we tell the vision of RBI. As a result of consideration, we made a movie to show the future that the scientists can fully express their potential in creative tasks by leaving the experiments to robots and so being released from time consuming works.
Results
A New Relationship Between Human and Robot
Our project succeeded to show people the image of a new relationship between human and robot by filming the collaboration of robot and bio technology, and the scientist’s liberation from the repetitive works. People might have assumed that the robots and AI are somewhat untrustworthy before, but our projects could show RBI’s credibility and could dispel people’s anxiety towards the new technology. Now, RBI is working on reducing the costs of the drug development to one tenth in the future by contributing to cost reduction of the manpower expenses.
Type
faces
Color
Schemes
RGB / 255 255 255
CMYK / 0 0 0 0
HEX #ffffff
RGB / 24 188 192
CMYK / 71 4 33 0
HEX #18BCC0
RGB / 40 48 52
CMYK / 84 75 69 46
HEX #283034
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