O0 extends Fauna Robotics’ brand into a system that moves on screen — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Fauna Robotics is a North American humanoid robotics company working towards what it calls “a world where robots operate everywhere people do.” Its first product is Sprout, a humanoid robot the company describes as “the development platform we always wished existed” – one an engineer configures, assembles and adapts around the work in front of them, built with a soft exterior and motor control that yields to external forces. Fauna already had a logo, a colour palette and a set of geometric forms when it brought in digital product and branding studio O0, with teams across San Francisco, New York, and Europe. The job was to extend them into a design system for Sprout’s launch, and the website that system would live on. The challenge, in O0’s words, was to make advanced technology feel “approachable, safe, friendly and naturally at home alongside families, kids and pets.”

Digital Director Eugene Nechiporchuk describes the core brand that O0 inherited as a starting point rather than a finished system. “We were figuring out what that identity needed to become once it had to live, move and respond on screen,” he explains. The studio extended the existing forms, expanded the vocabulary and wrote new rules for how the identity behaves on screen, with motion a distinct part of the system rather than a layer added at the end.

“Sprout was essentially created by engineers, for engineers,” Web Designer Liza Kovalova tells us. O0 started from the robot itself. Sprout is a platform that can be configured and assembled for different kinds of engineering work, and that led to a visual language of modularity and building – “precise and technical, but with some warmth to it,” Kovalova details. After a demo call with the developers, the studio started asking specific questions about the product, its use cases and capabilities, with the robot still changing while the site was being designed. “We kept coming back to one question: why is the product the way it is, and why does it work the way it does?” Kovalova notes.

The forms from the existing brand recombine across the system, so a page reads as something assembled and configured, alongside playful interactions, asymmetrical shapes and warm tones. “Its playful, modular character,” Kovalova explains of the Fauna Robotics wordmark, “connects back to the geometric forms in the identity and, more importantly, to the way the product itself works.” Sprout’s modules can be combined and configured around different needs, and the typography comes from that idea. The main typeface is Displaay’s warm grotesque Matter. “It’s highly readable, but it also has rounded qualities that echo the physical form of Sprout itself,” Kovalova tells us.

“How do you introduce people to a robot they haven’t met before?” O0’s Creative Director Alina Kompanets asks. The studio began by sketching that first encounter. The sketches became the starting point for the production brief, translating the story that the website tells into specific shots and compositions, with the team working out how to build familiarity with Sprout through the shape of a limb, joint, surface or particular interaction. O0 describes Sprout as “a cute, character-like companion rather than an industrial machine – something that could comfortably exist in your living room.” Those sketches also set out which details to show and “what was better left out of frame,” Kompanets notes. The close-up imagery that came out of them is intimate.

Alongside the photography, video establishes Sprout as something real and physical, and 3D is used to change its configurations and isolate individual components. Motion connects the two, giving the identity a sense of behaviour and letting the interface demonstrate an idea rather than describe it. “Seeing the actual robot in use and watching people interact with it gives you a familiarity and credibility that renders alone can’t provide,” Nechiporchuk explains.

“We created a dedicated Builder section that exposes what’s happening under the hood,” Nechiporchuk continues. It combines technical specifications with imagery of the actual robot, and areas are highlighted as an engineer moves through the platform. “The depth of the content does the work of building trust,” Nechiporchuk notes. A visitor can get a quick understanding of the product, explore what it can do or keep going until they are looking at individual technical details. In O0’s words, “The design system helped position Fauna Robotics for its next chapter.” Amazon acquired Fauna Robotics in March 2026.