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Covariant · Identity, Video, Web

Making AI robotics feel human

Elisa was Covariant’s first and only designer for over two years. She took Pentagram’s starting point and grew it into a brand that stood apart, all the way to the company’s acquisition by Amazon.
Client
Covariant
Scope
Brand evolution
Role
Lead designer, first design hire
Stage
Series B to acquisition
Covariant work
Webby Awards Honoree
Covariant
Overview
Brand guides
Website
RFM-1
ProMat
Video & photo
Emails
Results
↑ Top
/ the challenge
Covariant had a strong start from Pentagram: a logo, a color palette and the idea of a flowing background. But a fast-maturing AI robotics company needed a brand that could scale with it, and stand out in a sea of blue-and-black industrial robotics brands.
/ the insight

In AI robotics, you have to see it to believe it, and people trust what feels human.

So the brand leaned into the human side of advanced technology: warm color, real people, real warehouses, and a lot of video.
01

Brand guides

Three guides turned the evolving brand into a shared system for visual identity, video and events.
Covariant: Brand guides
Overall brand guide, page 1Overall brand guide, page 2Overall brand guide, page 3Overall brand guide, page 4Overall brand guide, page 5Overall brand guide, page 6Overall brand guide, page 7Overall brand guide, page 8Overall brand guide, page 9Overall brand guide, page 10Overall brand guide, page 11
Overall brand guide, page 12Overall brand guide, page 13Overall brand guide, page 14Overall brand guide, page 15Overall brand guide, page 16Overall brand guide, page 17Overall brand guide, page 18Overall brand guide, page 19Overall brand guide, page 20Overall brand guide, page 21Overall brand guide, page 22
Overall brand guide, page 23Overall brand guide, page 24Overall brand guide, page 25Overall brand guide, page 26Overall brand guide, page 27Overall brand guide, page 28Overall brand guide, page 29Overall brand guide, page 30Video guide, page 1Video guide, page 2Video guide, page 3
Video guide, page 4Video guide, page 5Video guide, page 6Video guide, page 7Video guide, page 8Video guide, page 9Video guide, page 10Video guide, page 11Video guide, page 12Video guide, page 13Video guide, page 14
Video guide, page 15Video guide, page 16Video guide, page 17Video guide, page 18Video guide, page 19Event guide, page 1Event guide, page 2Event guide, page 3Event guide, page 4Event guide, page 5Event guide, page 6
Event guide, page 7Event guide, page 8Event guide, page 9Event guide, page 10Event guide, page 11Event guide, page 12Event guide, page 13Event guide, page 14Event guide, page 15Event guide, page 16Event guide, page 17

66 pages. Three guides.

02

A website for a grown-up company

Three years after the original branding, the site needed to reflect Covariant’s maturity: 3x the pages, 10x the content, interactive elements and new video. Co-directed with Fuzzco. Webby Awards Honoree.
Home
About
Insights
Putwall product page
“
I know that if Elisa is working on something it will be of the highest quality, and the process for production will be tightly managed even in the most dynamic of situations!
Ally Lynch · Head of Marketing, Covariant
03

RFM-1: launching a robotics foundation model

Working with the AI Research team and leadership to explain a breakthrough to investors, customers and the wider AI community, on a tight deadline for Modex.
/ in the press
The New York Times
March 11, 2024
“How the A.I. That Drives ChatGPT Will Move Into the Physical World”
Read the article
TechCrunch
March 11, 2024
“Covariant is building ChatGPT for robots”
Read the article
MIT Technology Review
March 11, 2024
“An OpenAI spinoff has built an AI model that helps robots learn tasks like humans”
Read the article
04

ProMat: a booth you can’t miss

Among 50,000 attendees and a sea of blue and black, a 30-foot pink archway and a 20-foot video wall showed off everything the Covariant platform can do.
Covariant: ProMat
Covariant: ProMatCovariant: ProMat
05

Seeing is believing: video and photography

Art direction for photo and video shoots at customer sites across three continents, plus a series of scripted, filmed and edited brand shorts and product explainers.

More films

6 shorts
←
→
0:45
0:45
0:45
0:24
0:28
0:12

Photography

Covariant: Seeing is believing · forestCovariant: Seeing is believing · forest
Covariant: Seeing is believing · forestCovariant: Seeing is believing · forest
06

Nurture emails

An ongoing series for top- and mid-funnel prospects, designed alongside the marketing team.
Covariant: Nurture emails
Covariant: Nurture emails
Covariant: Nurture emails
Covariant: Nurture emails
Covariant: Nurture emails
Covariant: Nurture emails
01 / 06
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Webby

Honoree, Websites & Mobile Sites, 2023

NYT

and TechCrunch coverage of the RFM-1 launch
3
continents of customer photo and video shoots
/ credits
Brand evolution, campaigns, video and web
Elisa Massenzio
Initial branding
Pentagram
Website development and co-direction
Fuzzco
Booth build
Evo Exhibits
Video
LocalEyes, Christian Svizzero
Photography
Chris Callaway, Spencer Kohn
Scripts
Anu Saha, Ally Lynch
Social strategy and email content
Lottie Smith
/ next project

Moving period care out of the shame aisle

Cora →
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