Brand System And Website For An Ai Robotics Startup

Newkid created a brand system and website for Fid Labs, an AI-driven platform reimagining robotics coding. Inspired by a “fid,” the sailor’s tool for splicing rope, the concept recasts the company as a force that splices code seamlessly into robotics. A dynamic system built from the alphanumeric language of maritime signal flags forms a custom signal alphabet used across the site and collateral to reveal messages, trigger rollovers, and stage interactive moments. The approach avoids short-lived AI tropes and positions the startup for long-term differentiation. Deliverables spanned the website and platform expressions, plus business cards and lanyards, with 3D animation by Drake Nolte and web development by Christina Kosik.