Branding American Innovation

When then-startup company, Equipois, launched the x-AR, the world’s first exoskeletal arm using zeroG technology best known from the Steadicam camera, we knew this could be revolutionary. It allowed users to maneuver heavy equipment as if weightless, thus minimizing workers’ fatigue and reducing injuries.  At the Applied Ergonomics Conference, we positioned the Equipois brand as a leader in American innovation alongside established companies such as IBM and its superhuman computer “Watson.” We engaged media with real-world examples where the x-Ar would boost efficiency and productivity, such as surgeons who would operate for hours without experiencing arm weakness; assembly workers in manufacturing plants who could speed up the process; and women who would now challenge muscular men in the handling of heavy tools with ease.