Technology & Communication
Tech Storyteller: Making Robot Commuication Exciting
I helped Doodle Labs earn Fast Company's '#2 Most Innovative Company in Robotics' recognition in 2024.
When I joined Doodle Labs as Senior Creative Manager, the company had groundbreaking wireless technology that powered autonomous robots and drones—but struggled to explain it. As the creative lead, I needed to transform technical jargon about mesh networks and radio modules into compelling stories that resonated with government decision-makers and defense clients. The technology was revolutionary, but the marketing materials looked like they were designed by engineers (because they were).
Strategy
Rather than focusing on technical specs alone, I built a narrative framework that highlighted real-world impact. I developed a visual system that used clarifying illustrations, consistent iconography, and strategic simplification to make complex concepts accessible without dumbing them down. My approach balanced technical credibility (crucial for engineers) with emotional resonance (necessary for non-technical stakeholders who control budgets). I treated each piece of content as part of an ecosystem—from website to trade show materials to technical documentation.
Execution
I completely reimagined how Doodle Labs presented itself visually and verbally. I created short-form videos that showed the technology in action, designing clear motion graphics that visualized invisible radio signals and mesh networks. For the website rebuild, I developed a structure that allowed different audiences to find their relevant information quickly. Trade show materials featured bold, simplified messaging backed by detailed information layers for those who wanted to dive deeper. Even technical documentation received a design overhaul to improve usability and reinforce brand identity.
