Challenge
Loupe (formerly Automation Resources Group) is on a mission to revolutionize the robotics automation industry. Where other companies respond to RFPs, Loupe designs an entire machine concept for free. Where others produce bloated project scopes that can span years, Loupe commits to a complete deliverable in the next six weeks. In everything they do, they seek to turn industry standards on their heads. The robotics automation industry is accustomed to failed designs, long timelines, and broken budgets — and improvements are incremental at best. David Nichols and Karl Robrock knew their team at Automation Resources Group had a special way of working — one that was more efficient and produced better results. How would they communicate this to a market entrenched in the standard approach?
Solution
In order to change minds, we had to change the conversation. In an industry driven by problem solving, the Loupe team knew they wanted to go further than just solving problems — and partner with companies who were as enthusiastic about revolution as they were. We began by building a brand that highlights their talented team and unique, collaborative approach. Starting with a name change from Automation Resources Group, we created a new identity centered around the concept of functionalism, or the idea that simple is better. The name Loupe embodies this, and captures the idea of taking a closer look. The Loupe brand highlights this passionate team’s proprietary way of working and the revolutionary machines that result. This new brand was constructed around Loupe’s vision for a right-fit, revolutionary client. Then, we worked closely with the Loupe team to uncover their sources of power: a unique, collaborative, iterative process unheard of anywhere else in their space. We helped to shape this process so their remarkability would be easily understood and communicated. The result was a set of productized services and visual tools to convey them, arming their team with the ability to speak clearly and effectively about what they do and why it matters. This enabled us to create a culture of affinity around Loupe’s proprietary concepts, leveraging a variety of online channels to engage with their audience in new and meaningful ways. In addition to their existing library of branded videos, we helped create a custom, live-streamed reality TV show highlighting their team, process, and approach to work.
Results
In refining the company identity and outlining their remarkable way of doing business, Loupe now attracts only the kinds of customers and employees they’d be excited to work with. As a result, they’ve effectively turned the traditional sales funnel upside-down. Rather than casting a wide net and then filtering down to viable opportunities, they are now in the enviable position of cherry-picking the work that comes to them. Now, it’s remarkable to look back on where we started with Loupe and the work we’ve accomplished together. The company went from a small, unknown automation shop to having Fortune 50 companies knocking on their door in just a few short years. We can only imagine what’s possible a few years from now, and we’re eager to be a part of it.
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