Product Launch Robodrill

BrandStrategyDesignWebsiteContent Creation

Individual.
Standardized.

Challenge

With the FMB Robodrill, FMB Machinery brought a new product to a market in which companies had already recognized the need for automation. What the market lacked was a solution that clears away three central concerns at once: a precise fit for the customer’s own parts, maximum reliability and a dependable contact person behind the system. While competitors promote purely technical data sheets or rigid standard solutions, the task was to realize a holistic product launch: from the communication concept and product design to the landing page and film, all the way to the trade fair presence.

Strategy

FMB’s brand attitude sets the direction: “We make it simple.” Since the term “individual automation” sounds highly complex, the strategy addresses this reservation head-on. The claim “Individual. Standardized.” resolves the tension and captures the combination of tailored configuration and proven standard modules in two words. Three core messages speak directly to the target group’s main concerns: “Made to Measure”, “No Downtime” and “One Contact”. Mirroring the modular architecture of the cell, the communication works as a flexible kit that is deployed platform by platform and follows the dramaturgy “need, solution, data”.

Identity

The visual system starts directly with the physical product. The characteristic diagonals of the FANUC Robodrill and FMB’s Moving Lines were fused into the dynamic “Moving Stripes”: striking yellow stripes run in one sweep across protective doors and side panels to visually unite two individual components into a cohesive whole. This design element consistently translates the system’s motion, speed and rhythm onto machine, screen, print and trade fair booth. The reduced color palette of yellow, gray and black, a distinctive wordmark and generous headlines give the presence a clear structure, while individual key figures serve as precise performance evidence.

Application

The central hub for all measures is the multimedia landing page. It guides from the 3D rendering in the hero section through the three core promises and the modular function kit to interactive technical specifications. Via a postal code entry, the message “One Contact” becomes directly tangible as a digital interface. The launch is complemented by a one-minute 3D animation whose dynamic cuts stage the system from wireframe to real tool change. At AMB 2026, the Moving Stripes connect the booth wall, the screen and the machine, while structured print materials support sales in customer conversations.

Outcome

FMB positions itself in the segment as a pioneer that consistently places genuine customer benefit above pure feature lists. A complex machine has become an independent product brand that conveys a cohesive, striking message across all touchpoints: “Individual. Standardized.” Marketing and sales receive a modular communication system that can be scaled independently beyond the launch. The landing page leads prospects directly to personal contact, while the structure serves as a principle by which future products can also be introduced.