Robin

Robin is a workplace management tool, but its impact goes far beyond that original solution. By recognizing the growing disconnect between an employee and the company they work for, Robin has reengineered its platform to reconnect people with their coworkers, facilities, clients, and workplaces in this new era of hybrid work. 

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Through Robin’s product, companies can create a sense of belonging, invite people to take advantage of the various opportunities work spaces afford, and continue the ongoing responsibilities of developing community and culture for their employees. 

The results are vibrant, thriving workplaces where peoples’ wellbeing take priority.

Robin chose the brand attributes of Bold, Expert, and People First. 

As for the brand idea, yes, we’re talking about hybrid work here, but more importantly we want to speak to human connection. To go along with this concept, our brand writer Wade Livingston wrote, “It’s not where you are. It’s not where you want to be or when you want to be there. ‘Flexibility’ is fine, but it’s fleeting and fragile on its own. Instead, we’re talking about something greater, about belonging, bonding, being — with each other.”

For the logo, we came across this solution that pulls on the company’s origin story from One Mighty Roar, where the founders of Robin got their start. There, they developed an interactive conference room table. This mark is a seat at the table. A gathering place. There’s a certain sense of coming together, and the varying angles of the shapes represent a sense of individuality as well.

The abstracted table icon is a great tie-in visually to what the business does. It brings people together.

This maroon and magenta-led palette brings about feelings of harmony, humanity, and optimism. It feels fresh. 

Magenta carries the passion people associate with the color red, but with a more calm, collected confidence.

Yellow, green, blue, red, and orange give us additional bright pops of color. Together these tones speak to diversity and work well to convey Robin's people before places philosophy.

We chose Grenette from Colophon Foundry as the lead typeface for the brand. Grenette feels approachable and friendly, all while maintaining a touch of sophistication.

We paired it with LL Brown from Lineto. It’s a geometric sans that is mighty clean and balances out the human feel of Grenette.

For visual language, we wanted to carry forward the people-first focus. We needed something that felt warm and human. Something that connected.

In Swedish and other Nordic and European countries, the idiom “red thread” refers to a core idea or theme in a narrative work. It connects things. Strings them together.


In Robin’s identity, The Magenta Thread ties together everything they do. It’s their purpose and mission. It’s their mark on the world, and it connects all of their visuals. 

We created a library of painterly assets allowing us to create intriguing compositions, swashing around and behind photography and UI elements. 

With photography, we chose images that embody Robin’s people before places philosophy. We landed on three core themes and titled them Hybrid Community, Beautiful Workspaces, and The Whole Human. 

These three pillars allow us to explore themes of collaboration and togetherness in our working lives.

The secondary colors come into play in the UI and some minimal, utility iconography. All of these visual elements blend together to create an identity that is warm, eye-catching, and polished. 

“So much love for the Focus Lab team. You guided us, advised us, challenged us, supported us. We could not have done this without you.”

Britta Schellenberg, VP of Marketing, Robin