Construction for the future.


During the branding for Built Robotics, I created a purposeful, no-nonsense brand for a startup that aims to build the future of construction. Touchpoints included construction vehicles, clothing, print, and digital.


What will construction look like in a generation? Built Robotics develops solutions for the toughest problems in the industry.

Their first vehicle is autonomous, smart, and efficient: the ATL-74R. It takes the latest sensors from self-driving cars, retrofits it into proven equipment from the job site, and develops a suite of autonomous software designed specifically for the requirements of construction and earthmoving.

I have been working along with Built to develop branding, vehicle livery, and photography for the brand both for today and tomorrow.


Logo work.

The argument for heaviness.

What will construction look like in a generation? I worked together with Built Robotics to develop a logo and brand that would straddle two industries: construction and Silicon Valley. Subtle adjustments to letterforms gave ownership to the typeface while preserving it’s optically sophisticated qualities. From the ATL-74R, construction livery, printed collateral, and on-screen design, elements of the brand carried over through all touchpoints. Forza is used nearly everywhere for type. The direct, straightforward cut of the letters is softened with Calibre in running text.


Hard goods and vehicles.

Designing for construction.

The flagship autonomous vehicle — ATL-74R — of Built Robotics needed to impress. We distilled classic construction hues but applied them in bold, contemporary dips of color. The effect is livery that is both familiar yet distinctly modern.


Web, video, and print.

Keeping the story bold.

With a primary audience in construction, our marketing designs centered around bold design, impactful storytelling, and direct copywriting. I worked closely with the video team and CAD designer to develop on-screen graphics of the user interface for use in commercial videos. Custom photography echoed the forward branding with saturated effects and clear angles. All the elements came together to create a direct and clear brand to speak to a new generation of construction equipment.


Environmental photography.

Showing the vehicle in the real world.

Realism is important for new technologies because they often require leaps of the mind: is this product real? Photography plays a role in creating the storytelling and physicality of the machine. We shot photos at real job sites using real machines: no rendering necessary.

Project summary

Branding and marketing design
Additional partners
Maku Creative, Bilal Khan
Website design, icon illustration, photography, renders, livery, logo, branding.
April 2017 – September 2018

Hi, I’m Erol.

Let’s work together.