02 Matic

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Project Scope

Strategy, messaging, brand, and digital design
Completed at Red Antler

Information

Robot vacuums promised a home-cleaning revolution in the 1990s, yet basic functional limitations have kept the category from delivering. Developed by former Google and Nest engineers, Matic sets a new standard for autonomous floor cleaning, using AI and computer vision to detect wet and dry messes, switch seamlessly between mopping and vacuuming, and navigate room to room without supervision.

The brand idea, “Perfect is Always in Progress,” captures both Matic’s always-on approach to cleaning and a commitment to continuous innovation in the home. Built around movement, intelligence, and approachable elegance, the brand world spans identity, site design, and content—positioning Matic as a smarter, more covetable vision for household robotics.

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