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Agility Robotics is redefining what it means to work. Founded as a spin-off from Oregon State University, Agility Robotics builds bipedal humanoid robots engineered to operate seamlessly alongside humans. But with a groundbreaking product entering a rapidly shifting labor market, they needed more than just a logo. They needed a voice, a purpose, and a clear message that resonated with clients, investors, and futurists alike.
Watson was brought in to define that voice. Through intensive research, strategic positioning, and brand storytelling, we developed a framework that positioned Agility Robotics as more than just a robotics company. They became the architects of a new future of work.
The challenge wasn’t just about introducing a new brand. It was about defining a category that didn’t yet exist. Agility Robotics wasn’t merely launching a product. They were shaping an entirely new industry. Their flagship robot, Digit, was designed to move like a human, work in human spaces, and solve labor shortages in industries like logistics and manufacturing. But without an established category for bipedal workforce robotics, the company faced a critical question: how do you define a brand’s place in the market when that market is still being created?
Watson’s challenge was threefold. We needed to create a compelling brand position that spoke to multiple audiences, from high-level investors to operations leaders looking for real-world efficiency solutions. We had to craft a message that balanced pragmatism with vision, appealing to both present-day buyers and long-term industry thought leaders. And we needed to build a strategic roadmap for growth, ensuring Agility Robotics had a brand that would evolve with them as they expanded.
Every great brand starts with research. Watson conducted a deep dive into the robotics industry, analyzing market trends, psychographics, and customer mindsets.
The audience wasn’t a single entity but rather three distinct groups. C-level executives, founders, and investors looking for transformational technology that reshapes industries. Logistics and operations managers searching for efficiency-driven solutions with measurable ROI. Academics, journalists, and futurists eager to explore the broader implications of AI, automation, and the future of labor.
Understanding these groups allowed us to craft a message that resonated on multiple levels. It had to speak to those making purchasing decisions today while also establishing Agility Robotics as a thought leader shaping the future of work.
From that research came a core brand framework.
We structured Agility Robotics’ brand around three foundational narratives. The Scale of Now defined robots designed to work today, providing immediate operational value. The Collaborative Accelerant positioned humanoid robots as workforce partners, enabling people to focus on higher-value work. The Treetops of Human Endeavor challenged the perception of labor, inviting companies and industries to imagine a future where work isn’t defined by repetitive, physical tasks.
Out of these narratives, we built the brand’s key messaging pillars. “Made for Work. Because We’re Made for More.” encapsulated both Digit’s purpose and Agility Robotics’ broader mission. “Partners, Not Peers.” reinforced the idea that robots should work alongside, not replace, human workers. “For the Scale of Now.” emphasized Digit’s immediate value in real-world applications.
You know what works? Trees. Trees work. They take carbon out of the air, help us breathe, and make everything from our houses to the boxes that move our world. Speaking of boxes: those work, too. They can be folded, taped, filled, moved, stacked, shipped, unloaded, reused, and recycled. A lot of work. A lot of tough, backbreaking work.
Trees are different. They grow up mountainsides, across valleys, and they stand tall and thick on the shorelines of oceans. Amazing how it doesn’t look like work, doing what trees do—being trees. Seems like something we used to agree on. This idea of being. This idea that can’t fit into a box.
How did we get here? The stuff. The assembly lines. The supply chains. Moving, stacking, shipping, unloading, restocking, removing, reloading. Over and over and over again. Amazing how much we’ve worked and for how long. It begs the question. What if something else were here to move the boxes, stack the pallets, unload the containers—to do the work?
What would happen then to our idea of being? Our ability to grow, to reach, to be? The treetops of imagination and human endeavor?
It’s time to find out.
Agility Robotics. Made for work. Because we’re made for more.
Agility Robotics didn’t just need a brand. They needed a movement. The messaging framework Watson built became the foundation for everything that followed. The company’s first major deployments saw Digit in real-world applications, including GXO Logistics and Amazon warehouse pilots, validating the brand’s real-world relevance.
The investment community took notice. Agility Robotics secured $178 million in funding, attracting industry giants like DCVC and Playground Global.
Agility Robotics emerged as the leader in workforce automation, shaping the conversation on humanoid robots in logistics. Their story wasn’t just about technology. It was about people. About the work we do, and the work we no longer have to.
Jill Bailey, Agility Robotics’ VP of Brand & Communications, reflected on Watson’s role in their transformation.
“When I first started with Agility Robotics, we didn’t have a marketing team or any sort of branding material. I knew we needed exceptional creative to help solve our brand. Watson’s name came up repeatedly as a strong recommendation. And when I first spoke with Matt and Todd, it was a deal-sealer. They were cool, laid-back, and clearly interested in our business. It felt like they were our partners before they were even our partners.”
“Every step of the process—from strategy workshops to creative execution—was beyond impressive. From the tagline to the brand manifesto, Watson created something that truly made us stand out. If you’re considering signing up with Watson, run—don’t walk.”
Watson provided more than just branding. We built a narrative, a philosophy, and a strategic foundation that helped Agility Robotics define the future of work. They didn’t just need a marketing partner. They needed a team that could see where they were going before they got there.
Agility Robotics. Made for Work. Because We’re Made for More.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
