Where Human Creativity and Technology Co-Create the Future of Research.
A branding project that visualized a new relationship between people and technology by unlocking researchers’ creativity
RBI is a startup that develops research automation solutions for drug discovery by utilizing robotics and AI technologies to support experimental and analytical processes.
At the time of the project, RBI was a team of highly skilled engineers and scientists. However, the company was still searching for a way to communicate to society what it truly aimed to achieve.
It was also a time when AI and robotics were often viewed negatively — as technologies that could replace human jobs or become a threat to society. In contrast, RBI’s vision was not simply to automate research, but to create an environment where researchers could focus on the kind of creative thinking that only humans are capable of.
In this project, BOEL repositioned RBI not merely as a robotics company, but as a company redefining the future of drug discovery research. We translated highly specialized technologies into future value that researchers, investors, and society could understand, while designing brand communication that expressed a new relationship between humans and technology.
Context
Advanced technology alone cannot communicate the value of the future
RBI’s technologies used robotics and AI to improve and optimize experimental processes in drug discovery research. However, the technologies were extremely specialized, making it difficult not only for the general public, but also for investors and business partners to intuitively understand what kind of change they could create.
At the time, society also strongly associated AI and robotics with the idea of “replacing people.” As a result, simply explaining the technology itself was not enough to communicate the deeper vision and philosophy behind RBI.
RBI’s true goal was never to replace researchers. Instead, the company sought to create an environment where technology could handle repetitive and labor-intensive experimental processes, allowing researchers to focus on more creative ideas and essential scientific exploration.
However, this vision could not be fully conveyed through technical specifications or research explanations alone.
Drug discovery research itself was also a field that felt distant from society, making it difficult for people to understand the challenges and possibilities within research environments. RBI therefore needed to translate not just its technologies, but its vision for the future of research itself into language society could understand.
Approach
From “research automation” to “unlocking researchers’ creativity”
This project redefined RBI not simply as a research automation company, but as a brand envisioning how the future of drug discovery research could evolve.
Rather than focusing on the performance of robots and AI, we organized the communication around how researchers’ work and research experiences could change through the use of technology. By doing so, we translated highly complex technologies into future value that society could intuitively understand.
The project was built around the idea of “unlocking researchers’ intellectual resources,” which became the foundation for the entire brand communication strategy.
By allowing robotics to support repetitive tasks and experimental workflows, researchers could devote more time to essential and creative scientific thinking. This perspective helped reposition AI and robotics not as technologies that replace people, but as tools that expand human intelligence and creativity.
Through extensive interviews with executives and researchers, we clarified RBI’s vision and philosophy, designing a brand experience that naturally communicated why this technology matters and how it could transform the future of drug discovery research.
The project ultimately focused not on the technology itself, but on presenting a future research environment where humans and technology co-create together.
Outcome
From “research automation” to “a brand that expands human potential”
Through these efforts, RBI evolved beyond being seen as a robotics company and established a new brand image as a company expanding the possibilities of drug discovery research.
Users were able to understand not only the technologies and research processes themselves, but also how these innovations could enable researchers to express greater creativity and shape future research environments.
As a result, robotics and AI came to be understood not as technologies that replace humans, but as systems that support and extend human intellectual activity.
The project also helped communicate the value of drug discovery research — a field often difficult for society to see — from the perspective of building a research foundation that supports the future of humanity.
Furthermore, the project demonstrated a new approach to branding in the deep-tech field: not simply explaining technology, but envisioning the future of human research environments.
Ultimately, this project was not only about introducing research automation technologies to society, but about building a brand foundation that presented a future where researchers could focus more deeply on creativity and discovery.
This project was born from the idea that the goal is not simply to improve research efficiency, but to create an environment where people can fully express their innate creativity.
Rather than limiting human potential through technology, the project explored how technology could expand it — and how that future could be communicated to society.
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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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