Client: Upside Robotics
Brand, website, and sales tools for an agtech startup, from first logo to seed round
Contributions: Brand identity, logo, brand guidelines, web design and development in WordPress and Framer, investor decks, grower reports, event materials, robot renders, and Salesforce automation.
Scope
Upside Robotics puts lightweight autonomous robots in corn fields to feed the crop through the growing season. The team in Waterloo, Ontario raised a $7.5M seed round led by Plural in February 2026, with Entrepreneurs First among its backers.
When we met in February 2024, the founders had a conference coming up and three priorities: a logo, a website, and an investor deck. We stayed on for two years, from the first logo to the website that launched with the seed round.
The Upside Robotics brand, applied to vehicles.
Robot renders, made while the robot was still being built.
Challenge
Corn growers buy from brands that feel sturdy and reliable, and the first logo ideas looked more like a planting company. We sharpened the mark over three rounds until it read as farm technology.
The robot was still being built, so renders stood in for photos. In 2026 the new website had to be live before the seed round was announced.
Process
- Kicked off on 28 February 2024 with an NDA, ranked priorities, and a clear plan.
- Launched the first website and its signup form on 19 March 2024, in time for the conference.
- Delivered the logo, brand files, and investor deck on 11 April 2024, on the date we set.
- Created robot renders, a trailer edit, grower trial reports, one page sheets, posters with QR codes, and event banners through 2024 and 2025.
- Rebuilt the website in Framer with a refreshed brand and launched it on 6 February 2026, then added preorder, legal, and events pages.
- Connected every website form and preorder payment to Salesforce, with automatic replies.
Trial programme posters with QR codes for growers.
The brand on a banner, with the robot in the corn.
Results
The first website was live for the conference, and the brand, site, and deck landed on the date we set. The first farm signed up through the site in May 2024.
The Framer site launched on 6 February 2026, ahead of the seed round announcement on 11 February, and its footer credits Atravela. Demo requests, job applications, and newsletter signups land in Salesforce automatically.
The Upside Robotics mark, sharpened over three rounds.
aMAIZEing
CEO and Cofounder of Upside Robotics
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