NU Creative | Dexory

Automated, Connected, Digital

Previously known as BotsAndUs, Dexory is a highly ambitious tech scale-up offering first-of-a-kind innovation and automation in the logistics industry. Their origins however started in robotics for retail environments (Heathrow T5), with their customer service robot Bo and a dream of a robot in every home. With the impact of COVID taking a heavy toll on their business, they pivoted their expertise towards the logistics industry. Offering a unique opportunity to supply chain industries to gather real-time data and insights across single or multiple warehousing sites in a perpetual flow of information.

BotsAndUs came to the studio with a brand challenge – to rename and relaunch their brand with a focus not on cool robots, but on how they were going to disrupt the logistics space, offering a totally new kind of oversight and control over their industry through automation.





BrandingUX/UI designCopywritingWeb developmentContent StrategyBrand strategy

Starting with strategy

Working with the founders and leadership team we conducted in-depth research on their target industry and competitors. We conducted customer, investor and team interviews and held strategy workshops with the entire team to evolve a unified understanding of who they are, what they do and why customer's should care.

Through the naming workshop and subsequent development phases we homed in on the movement of the robot and how it sensed it's environment, the idea of Echolocation and Dexterity becoming central themes. The name Dexory was born.

It was important to the studio to reflect the technology in the brand identity and they focussed on the idea of the digital twin – the way the robot maps the physical environment and creates a digital mirror of the space and the items within it. A cutting-edge shard shape became an integral part of the branding, cutting out parts of the logotype, representing the disruptive nature of the brand and their bleeding-edge technology. In motion the shard shows two sides of the warehouse reality, using colour to represent both the digital and the physical aspects of the space.




Content strategy to web design and build

We worked with Dexory to develop a tone of voice and content strategy that would inform a copywriting brief and the basis of the customer journey flows and sitemap. Building on from this we developed content maps, wireframes and high fidelity prototypes, incorporating animated icons, video and illustration.

After 2 months post launch, Dexory direct website visitors increased in 27.30% and social media channels drove an increase on website visitors of 75.58%. Also, in the first week of PR coverage across logistics, tech/robotics and business publications, the potential reach was estimated at 931,500.