Where robots do the dirty work so people can do the human work
Vecna Robotics had a genuine technology story to tell — sophisticated autonomous mobile robots competing at the highest level of their industry. What they didn't have was a brand that matched it. When CMO Josh Kivenko came on board, the company was still marketing largely around its eccentric, brilliant MIT founder — a cult of personality that had served an earlier era but was increasingly disconnected from where the business actually was, who its customers were, and where it needed to go. With bigger, better-known competitors gaining ground and a funding raise on the horizon, that had to change.
Through months of strategic discovery — interviews and workshops with leadership, key team members, and customers, plus a deep competitive analysis — a sharper, more differentiated story emerged. One that honored the company's innovative DNA without depending on a single person to carry it. The strategic identity matrix we built became the foundation for everything: how Vecna competed in the market, how it presented its culture internally, how it recruited, and how it went to market.
A refreshed creative identity evolved the legacy without abandoning it — the iconic mirrored V and A shapes stayed, modernized and made confident. New visual language, voice, and brand principles followed. Then a full market reintroduction: a new website built with RedStamp, event marketing, digital campaigns across the customer journey, and a physical-to-digital direct mail program that opened doors with high-level prospects who hadn't been paying attention.
Hillary was instrumental in guiding our company through a complete messaging and brand overhaul that served as the foundation of a retooled go-to-market strategy. From website, videos, collateral and live events to sales decks, customer success templates, and RFPs, every company asset was impacted by Hillary's outstanding work. She was a trusted advisor to every key decision I made as Vecna's CMO.
— Josh Kivenko, CMO, Vecna RoboticsVecna re-entered the market as a credible, future-facing player — one that competitors noticed and prospects took seriously. The rebrand supported a successful funding raise and gave the internal team a story they were proud to tell.