Challenge:

• How can we create a brand for a European Commission project promoting robotics for Agile Production?

• Innovators and Early Adopters (I/EA) are the primary audience required to successfully innovate an existing brand in a current market and are driven by uniqueness, scarcity, and discovery.


• The DIH² project* is a pan-European network that will facilitate and accelerate knowledge growth, technology exchange and the uptake of robotic technologies in the field of Agile Production.


• A brand strategy was developed that embraced the diverse audiences for the project - including national governments, Digital Innovation Hubs (DIHs), Small and Medium-sized Enterprises (SMEs) in manufacturing and the European Commission. The strategy defined a clear value proposition, brand purpose, an archetype and a brand tonality as a foundation for brand development. A new visual identity was created and a design style guide was developed for brand communications.


• A brand communications toolbox was created to promote the project and drive equity-free funding applications from mini-consortiums consisting of manufacturing SMEs and Technology Solution Providers (TSPs). Toolbox materials included a project presentation template, social media assets, flyers, brochures, promotional items, plus the project website.

Impact:

• The DIH² brand was launched in 2019 and was very well received by key project stakeholders, including C-level decision-makers within manufacturing SMEs seeking funding and robotic TSPs. The first round of equity-free funding applications closed during Q1 2020 and outperformed expectations.

*Funded by the European Union’s Horizon 2020 research and innovation programme.