Kestrel Robotics
A brand system for a robotics company that ships weekly
Kestrel shipped faster than their brand could keep up. We built a system their own team could extend without us.
Client
Kestrel Robotics
Sector
Hardware
Year
2025
Duration
10 weeks
3×
faster asset turnaround
Scope of work
Brand identity, Design system, Documentation, Motion
The write-up
Written by the people who did the work, not a marketing team.
Kestrel builds warehouse robotics and releases firmware weekly. Their brand, made three years and two funding rounds earlier, could not keep pace. Every launch needed a designer, and the only designer they had was busy on the product.
The constraint
We had ten weeks and one hard rule from the CEO: whatever we built had to be extendable by an engineer with no design training. That ruled out anything held together by taste.
What we made
A geometric mark that reads at 16 pixels on a control panel and at two metres on a trade stand. A grid derived from their own chassis proportions. A motion specification written as easing curves and durations rather than adjectives.
Most importantly: a template library in Framer and Figma covering every asset type they produce — release notes, spec sheets, conference walls, recruitment posts — each one locked where it matters and open where it does not.
Result
Asset turnaround went from an average of six days to under two. In the eight months since, Kestrel has produced more than three hundred branded assets. We made four of them.