The Brief

Path Robotics is solving a complex and critical problem in our country, which is the gap between the supply and demand for skilled workers. Their technology represents a tremendous opportunity to lead American manufacturing into the future.

We took all steps necessary to reposition Path Robotics by changing the user experience on their website, redefining the way the brand speaks and appears, and to enable the people at Path Robotics to manage their brand across all channels in a modern way.

We quickly developed a beta version of a custom typeface for the new brand. Understanding that type is an integral element of the UI experience, we implemented a disciplined practice for testing. It was necessary to visualize different sizes, styles and weights within an interface mock-up to ensure each iteration continued to be legible, accessible and usable for a variety of text elements, like field labels and section headers. As the font was designed specifically for the Path Robotics interface, significant time was dedicated to hinting, optimizing it for a variety of digital displays.

The result was a modern feeling font, called Pitch Web Font, and contributes to the overall look and apperance of the web application.