Kaufman & Robinson

KRI's work is sharp and cutting-edge, but their brand wasn't saying so. The old site didn't reflect their innovation to clients or potential hires, and it needed to become more than a digital brochure, it needed to be a working tool for their sales and recruiting teams.

We started with discovery: conversations with KRI's team to understand what the site actually needed to do, plus time at their Fort Collins facility to see the technology and production process firsthand. We also explored a logo refresh. While KRI ultimately kept their existing mark, we introduced a new brand palette and a set of custom icons built around their ion beam process.

The existing photography wasn’t telling KRI’s story, so we planned and directed a new shoot with a talented local photographer. We built shot lists around the people behind the products: employees assembling equipment, testing it, filling out documentation, and packaging finished orders for shipment. This new photography showed KRI’s process as much as its products, building a rich story around their unique processes.

KRI’s Product Resource Guides were reworked for readability, giving more visual weight to the technical diagrams and equations inside, and bringing the documents in line with the refreshed brand and website.

The new site leans into motion with an interactive homepage and 3D product models that let visitors engage with KRI’s hardware the way they would in person. That movement also helps guide visitors through dense technical content toward what they’re actually looking for.

The rebrand gave KRI a website that finally matched their reputation. Each piece became a resource that explains their process clearly while reflecting the fact that they've been ion beam trailblazers for decades.