Background

Sometimes, the best ideas don’t make it past the drawing board, but they are still worth sharing. They can plant the seeds for new directions, inspire future work, or simply stand as a testament to the creative journey. A few months ago, we worked on a rebrand and website for Agorus, a San Diego-based construction technology company that is revolutionizing the industry with robotic automation.

Solution

Inspired by architecture and precision engineering, we explored a brand identity rooted in geometric minimalism. We developed a custom typeface built from fundamental geometric shapes—circles, semi-circles, rectangles, and triangles—a subtle homage to Bauhaus design principles. The structured and modular nature of the typeface mirrored the efficiency and precision of Agorus’ robotic-driven construction process.

Results & Impact

While this concept was ultimately not selected for Agorus’ final brand, it was a valuable exploration in aligning aesthetics with technology-driven efficiency. Design iterations often lead to unexpected pathways, and this process reinforced our belief that even unused ideas hold creative merit.

At Verso, we believe in pushing creative boundaries, even when an idea doesn’t make it to the finish line. Each exploration contributes to a larger conversation about the future of design and innovation.