Corey McPherson Nash

Corey McPherson Nash Tapped by iRobot for Comprehensive Branding Program

Watertown, MA , April 16, 2008 - Corey McPherson Nash (CMN), a leading national branding and design firm based in Watertown, Massachusetts, announced today that it has been hired by iRobot Corporation, the well-known creator and manufacturer of behavior-based robots that help people complete complex tasks. CMN has been tapped to create an over-arching "brand induction" program, one that successfully links the market identities of iRobot's consumer and government/industrial divisions.

"We're honored to bring our award-winning brand expertise to a company of iRobot's stature," said Chris Klaehn, CMN Partner and Director of Brand Strategy. "Not only have they created the best selling consumer robot in history, the Roomba, but they currently have over 1400 military robots in the field in Iraq and Afghanistan, saving many soldiers' lives in the process."

CMN's charge is to create a cohesive brand strategy between the two divisions, culminating in an overall brand book that expresses the DNA behind iRobot. This undertaking will include overall brand strategy, comprehensive messaging and systems design that will insure both visual and verbal consistency.

Founded in 1990 by Massachusetts Institute of Technology roboticists, iRobot Corp. specializes in behavior-based robots that help people complete tasks with better results. Powered by iRobot's unique AWARE™ Robot Intelligence Systems, the company's robots can navigate in complex and dynamic real-world situations. To date, the company has sold more than 2 million iRobot Roomba® Vacuuming Robots worldwide, making it the best-selling consumer robot in history. Also, more than 1,200 iRobot PackBot® Tactical Mobile Robots have been delivered to a broad range of military and civilian customers around the world. These robots have performed tens of thousands of missions in Iraq and Afghanistan and are credited with saving scores of soldiers' lives.
About Corey McPherson Nash

Corey McPherson Nash, a national branding and design firm, helps organizations achieve measurable brand equity across a wide variety of print and interactive communications. Widely recognized for its thoughtful design and strategic insights into the critical task of brand iteration and creative development, it is the branding studio of choice for a wide range of leading business, educational, and cultural institutions. Visit CMN online at