Introducing a New Language for Touch
Introduction
Introduction
The Haptics Company partnered with Fello to launch a brand-new company at CES 2026, one built around redefining how humans interact with digital systems through touch. With no prior identity and an early-stage proof of concept, the challenge was to establish immediate credibility in a crowded, highly technical environment. The goal wasn’t just to introduce a product, but to articulate a new category, one where haptics become intuitive, expressive, and human-centred.
Year
2026
Industry
Technology
Scope of work
Branding, Web Design
Introducing a New Language for Touch
Introduction
The Haptics Company partnered with Fello to launch a brand-new company at CES 2026, one built around redefining how humans interact with digital systems through touch. With no prior identity and an early-stage proof of concept, the challenge was to establish immediate credibility in a crowded, highly technical environment. The goal wasn’t just to introduce a product, but to articulate a new category, one where haptics become intuitive, expressive, and human-centred.
Year
2026
Industry
Technology
Scope of work
Branding, Web Design
Challenges
Challenges
Challenges
Making the Invisible Tangible
As a first-time exhibitor with no physical product ready for mass demonstration, The Haptics Company faced a familiar deep-tech challenge: how to communicate a complex, sensory experience without relying on traditional hardware demos. The technology behind The Wheel Thing, a novel haptic interface, was difficult to visualize, let alone explain, to an audience moving quickly across the CES floor. The brand needed to feel credible to engineers and investors, while still being accessible to a broader innovation audience encountering haptics for the first time.
Making the Invisible Tangible
As a first-time exhibitor with no physical product ready for mass demonstration, The Haptics Company faced a familiar deep-tech challenge: how to communicate a complex, sensory experience without relying on traditional hardware demos. The technology behind The Wheel Thing, a novel haptic interface, was difficult to visualize, let alone explain, to an audience moving quickly across the CES floor. The brand needed to feel credible to engineers and investors, while still being accessible to a broader innovation audience encountering haptics for the first time.
Our Solution and Impact
Our Solution and Impact
Our Solution and Impact
Designing a Launch Built for Belief
Fello led the end-to-end launch of The Haptics Company, from brand strategy and identity to website design and cinematic CGI. We developed a visual system rooted in precision, restraint, and technical clarity, positioning the company as serious, considered, and future-focused. Custom CGI became the primary storytelling tool, allowing us to simulate the tactile behaviour of The Wheel Thing and communicate its potential without overpromising. The website acted as a focused launch platform, framing the technology, the vision, and the opportunity in a way that felt confident and intentional. Together, the work enabled The Haptics Company to show up at CES not as an experiment, but as a credible new player shaping the future of human-machine interaction.
Designing a Launch Built for Belief
Fello led the end-to-end launch of The Haptics Company, from brand strategy and identity to website design and cinematic CGI. We developed a visual system rooted in precision, restraint, and technical clarity, positioning the company as serious, considered, and future-focused. Custom CGI became the primary storytelling tool, allowing us to simulate the tactile behaviour of The Wheel Thing and communicate its potential without overpromising. The website acted as a focused launch platform, framing the technology, the vision, and the opportunity in a way that felt confident and intentional. Together, the work enabled The Haptics Company to show up at CES not as an experiment, but as a credible new player shaping the future of human-machine interaction.
© 2025 Fello Agency
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© 2025 Fello Agency
Let’s talk.
Tell us about your project whether it’s a brand, campaign, or marketing.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
Let’s talk.
Tell us about your project whether it’s a brand, campaign, or marketing.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.