Studio Everywhere builds Bedrock Robotics’ brand from the ground up

The construction industry lacks tools designed to match its ambition. That observation, from Bedrock Robotics founder Boris Sofman, frames the challenge Studio Everywhere faced when the autonomous heavy machinery company approached them ahead of its launch out of stealth. The brief required something that could signal cutting-edge technology without feeling disconnected from job sites – or worse, like Silicon Valley arriving to lecture an industry that’s been building the US for generations. Bedrock emerged from a team of veterans from Waymo, Segment and Uber Freight with a clear mission: retrofit the world’s heavy equipment with advanced autonomy. The construction industry faces a capacity crisis – more than 800,000 workers short over the next two years, project backlogs stretching past eight months, and a cumulative $106 trillion wave of infrastructure investment arriving by 2040. Data centres, housing, energy systems, roads, bridges – the demand exists, but the people to build it don’t. Bedrock’s technology promises excavators that can work around the clock, moving earth cycle after cycle without the fatigue that makes 12-hour shifts dangerous. Studio Everywhere, the Hong Kong, London and Los Angeles-based consultancy, partnered closely with Bedrock's founding team to develop a complete brand system spanning strategy, narrative, identity, content production and website. The strategic foundation crystallised around the positioning ‘advanced autonomy for the built world’ and a brand signal that would flow through every corner of the identity: Continuous Progress. “We identified it as a creative signal that acknowledges the optimism, pioneering spirit and hardworking nature of the people making and using Bedrock,” explains Jason Berg, Co-founder at Studio Everywhere, “while hinting at the value of always-evolving autonomous systems and around-the-clock productivity.”