Client Partner
- Toggle Robotics
Impact Areas
Services
- Brand Identity
- Brand Strategy
- Logo Creation
- Visual Identities
- Brand Messaging
- Value Propositions
- Iconography
- Brand Guidelines
- Brand Website
- Information Architecture
- Content Development
- Website Design
- Website Development
- Brand Support
- Advisory Services
- Print Collateral
- Report and Book Design
- Illustration
- Copywriting
- Signage + Mural Design
- Apparel
- Website Maintenance
Reinforced concrete is the world’s most commonly used building material, but fabricating rebar for reinforced concrete is inefficient, inaccurate, and high-risk. It’s been assembled by hand for more than a century.
Toggle uses robots to automate the most dangerous and repetitive aspects of rebar production. That means its brand must resonate with two distinct groups: robotics innovators and construction pros.
When company leadership came to Neue Now, they had raised Series A funding, had proof of concept, and were scaling across North America. But Toggle still needed an integrated brand strategy to effectively communicate and establish credibility with both of its target audiences.
Our partnership began with foundational research and stakeholder interviews to understand the industry context and uncover the motivations for Toggle’s target audiences. Then we used our findings to develop a new messaging strategy that encompassed all aspects of its businesses. We brought this strategy to life by designing and developing two companion websites to highlight Toggle’s unique approach, explain how it works, and articulate why it matters.
The primary Toggle brand is designed to sell rebar to construction companies. In an industry that is resistant to change, we used no-nonsense statements, simple illustrations, and jobsite imagery to build credibility.
The secondary brand, Toggle Robotics, is intended to attract investors and robotics engineers. With this audience in mind, we dialed up the sophistication and kept our focus on the underlying proprietary technology.
We brought the brands to life on complementary websites, with simple navigation that connects the two digital experiences.
On the construction-focused site, we led with the financial and operational benefits of robotic rebar manufacturing. Case studies and service listings helped move prospective customers through the buying process.
On the robotics-focused site, we leaned into the broader market opportunity and the company’s vision, explaining what makes Toggle’s technology unique and why it matters.
