Figure

Agency: Red Antler
Creative Direction: Dan Crawford
Design: Mai Saito, Lucila Lombardi, Tatsuya Kurihara

The idea of a world where humans and robots coexist is, frankly, an intimidating concept. However, Brett Adcock, former founder of Archer, approached this idea with a sense of enthusiasm and optimism— an approach that inspired our own outlook on the future of humanoid technology.We were sold, but we couldn’t ignore the challenge at hand: How do we build excitement and positivity around the adoption of this world changing tech?And so was born our brand idea of “Industrial Enlightenment”. Rooted in the idea of ushering in a radiant era of opportunity, we created a brand system that is sleek and tech-forward without losing its touch of optimism, and collaboratively generated renders of the Figure humanoid. We also developed this brand to be able to target investors and retail partners initially, but have the foundation to branch out to consumer facing opportunities. Figure is the first of its kind, and we’re ready to have it break the limits of human achievement.