Beatbot
—Defining AI robotics.

Challenge:
Beatbot entered the smart pool robotics category with significant momentum, having raised approximately $140 million in funding and now scaling to a global organization of around 600 employees. In under a year, the company moved from startup to category leader, shipping premium AI-powered bots into a market historically not known for brand innovation. Internally, rapid growth was creating strain on product, marketing communications, with no single brand system to unify how Beatbot showed up in the world. Pool care was still framed as a technical chore and Beatbot came to SoWhat to transform the brand.

Key brand moments.

Beatbot’s 70/20/10 structure.

Solution:
SoWhat’s response was to rebrand Beatbot’s ambition into a brand people could feel. Grounded in the idea of engineering perfection, the system aligned strategy, voice, and design into one disciplined framework. We introduced a 70/20/10 structure to balance consistency with evolution, and defined a voice that was intelligent, confident, and dominant. Visually, the logotype, color palette, and typography form a powerful, impactful signature.

Branding on product.

The Visual Itentity System (VIS).

Together, the system reframes Beatbot from a robotics company into a lifestyle brand, where technology disappears and a higher standard of living takes over.

Digital concepts.

Iconography system.

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