The Client
Fabtech Robotics, formerly known as DesignPro Robotics, delivers advanced robotic automation solutions that help manufacturers improve efficiency, increase output and enhance safety. Specialising in robotic welding and integrated systems, they provide end-to-end solutions that simplify complex production challenges.
As the company looked to scale and differentiate itself at an international level, it needed a brand identity that reflected the quality of its technology and the ambition of its leadership team. Their existing brand restricted how they were seen in the market, underplaying their innovation and hard-earned sector expertise.
Client
Fabtech RoboticsIndustry
Construction and EngineeringSolutions
The Challenge
Despite clear strengths in design, engineering and system integration, Fabtech Robotics was facing several fundamental hurdles.
The wider business challenge was clear. They needed to transition from a niche engineering background to a confident, specialised brand ready to operate on a larger stage. Like many growing technical businesses, they also lacked the internal brand capability and time to do this in a cohesive, future-focused way.
This reflected a number of common pain points among scaling industrial brands:
- “We do not have the internal bandwidth to drive this transformation ourselves
- “Our marketing is disjointed and lacks a cohesive strategy”
- “We cannot tell which efforts are working and how to improve them.”
To succeed, we would need to:
Their identity and name no longer aligned with the business’s future direction
Their website lacked clarity, structure and visual impact
Messaging was inconsistent, limiting their ability to capture attention from key buyers
Brand execution felt outdated, particularly against modern, global competitors
- Vision and long-term business goals
- Mission and the organisation’s core purpose
- Organisational values and distinctive brand personality traits
- A new brand narrative designed to support high-value conversations
- Messaging pillars focused on performance, precision and tailored systems
- Differentiators aligned to pain points faced by design engineers, operations leaders and procurement teams
- New name: Through collaborative workshops and stakeholder validation, DesignPro Robotics evolved into Fabtech Robotics. The new name directly reinforces their niche in fabrication technology, while being simple and globally scalable
- Logo and visual identity: We crafted a modern, versatile logo and supporting visual system that brings simplicity and technical sharpness to life
- Website: A completely restructured website was developed, featuring a clean layout, clear product pathways and messaging adapted for technical and commercial audiences. With engaging visuals and streamlined UX, the platform allows users to easily absorb Fabtech’s capabilities and request further information
The Outcome
Fabtech Robotics now has a brand that mirrors the high standard of their engineering. The organisation can confidently enter new conversations, new project tenders and new markets with a distinct and consistent identity.
- A unified internal playbook for marketing and communication
- Clearer customer-facing messaging tailored to stakeholder needs
- A scalable platform for international sales and strategic growth
- A visual identity that stands out in a traditional, often outdated sector
What the Client Said
“We were launching a division of our company into a new industry sector and worked with IMS on the rebrand. Their expert guidance helped us clarify Fabtech Robotics’ identity and establish it as an independent entity.
They delivered a modern and vibrant design that sets us apart in what is typically a traditional sector. We could not be more pleased with the results and highly recommend their services.”
Paul Collins, Managing Director, Fabtech Robotics
Creating Brands That Drive Growth and Credibility
LOCOMOTIVE works with industrial innovators to help them find their voice, sharpen their story and go to market more effectively. Whether building from the ground up or evolving an existing brand, we connect strategy and execution into seamless, measurable value.
