In 2012, Rethink Robotics ushered in a new age of collaborative robots, with the introduction of Baxter. Before Baxter, people and robots didn't work side by side. Manufacturing robots were kept behind cages, programmed by highly paid specialists, and were purchased for a single purpose only.


Rethink changed all of that. Collaborative robots are safe to be around, require a much smaller footprint, and are inexpensive enough to provide a rapid return on investment.


Formerly known as Heartland Robotics, the first thing they needed was a logo, then corporate and product brochures that conveyed the companies new brand philosophy as well as introduce its groundbreaking product leader… Baxter.