Reforge Robotics
Brand Design and Web Development
Building a Robotics Brand from Scratch
Deliverables
user GROWTH
~18%
increase in target user acquisition among junior and collegiate golfers.
DESign Awards
+15
awarded across numerous categories within UX, social design, and app development.
The logo
Building a bold look for an even bolder company.
It was clear from the start that Reforge Robotics wasn't like any robotics brand—they didn't care for the cold, brutalist appeal others were going for. They wanted a product that commends human-robotic collaboration, not one that smudges robotic super prowess in your face.
So the logo had to represent just that: robotics software with human touch.
So the project started with my pen and paper, doodling sketches of the logo. At some point when combining two R's to create the alliteration of the brand name, I created two shapes that when put together…became…an anvil (not intentional). But wait—anvil, reforge, forging things by human hands, molding things into precision—ANVIL!
We presented this and some other logo options, but the resounding love for the anvil was unmatched. Thats how Reforge's logo came to be—a symbol of human craft and robotic precision.
the brand
"Forging" the brand from scratch.
Reforge Robotic came to us without any prior branding—just a lot of passion and trust in us to make that branding happen (which I love!).
But there was one requirement our client, Nosa, encouraged: "The color should feel calm—not in your face." He added, "Reforge is not in your face—we build in the background."
We drafted four different moodboards ranging along the spectrum of super crazy (the yellow-doodly moodboard) all the way to simplistic and minimal. But somewhere in between, we struct gold mixing leaning towards the grid-like structure of one and the halftone-patterns of another.
While developing our revised moodboard, we played into the idea of precision robotics and what precise meant for representing data, and therefore representing the brand. We landed on the idea of pixelation, like a pixelated photo becoming higher-fidelity, clearer, and—of course—more precise.
Refining our color palette, we landed on a calming slate blue to match the exact vibe Nosa wanted.
UI & Visual System
Pixelating an icon system.
We wanted to carry through the pixelation-theme into even the iconography Reforge would use throughout its site. So, I sat down and spent a day creating an icon library made entirely out of a pixel-grid system.
Pixelate this! and that! and even that!
Reforge wasn't some generic software brand—it deserved character, and character it got. We drove home the pixel theme throughout all visual assets to really embody the brand message.
Using AI to build complex workflows.
We began to really play into data and nature—the complex beauty of a mycellium under a microscope or the golden ratio of a nautilus shell. To make this idea come to life, I built a tool using FigmaMake that would turn images of natural complexities into thousands of dissected pixels or halftone squares.
With the halftone tool, Reforge Robotic's brand was truly taking shape. This experiment really opened my mind towards the world of tool generation and using AI to unlock new creative possibilities.
Final Delivery
Motion worth moving for.
From the simple beginnings of a charismatic team trying to make the future of manufacturing robotics more precise to a fully developed brand system and meaning behind every pixel, Reforge Robotics was perhaps the best first challenge our studio could tackle.
And of course, you can't have a brand without a messy, disorganized thought pit of a figma file. Shoutout to my Macbook for not blowing up on me during this process—you're a real one ❤️
Also a large shoutout to my partner in crime, Owen Hudock, who kept rolling with my vision since day one, and to Nosa, CEO at Reforge Robotics, for having the trust in us to make this all happen.
If you want to see the website we made live in action, Reforge Robotics is going live in February 2026. Stay tuned! Or if you're impatient like I am, reach out to me at isabelle.duffner@gmail.com for more info ;)
