Dote—
Monitoring that’s
full of care
Naming and branding a break through AI technology and advanced user products for personal baby care.
Providing parents with greater support, empowerment and joy.
When Aibytech first came to us, they brought extraordinary engineering innovation, but a name and identity rooted firmly in technology. What was missing was the emotional connection, the sense of reassurance and care their products genuinely create for parents.
In guiding the rebrand to Dote, we helped articulate a far greater mission than retail alone. From the outset, it was clear that this technology has the potential to transform not only the early experience of parenthood, but also to influence global paediatric care through access to anonymous, qualified infant health data.
Dote’s purpose is to make life easier for parents while advancing the way reliable infant data is captured and shared with families, academics, and medical professionals. Our role was to ensure the brand reflects that ambition, rooted not just in smart technology, but in meaningful connection, comfort, and trust.
Introducing Dottie the Orangutan
It became apparent relatively early in the brand piece that a character or mascot would add a dimension to the project that photography never could, we wanted a way to represent the digital technology that felt protective but not soulless. In researching behaviours in the animal world we discovered the Orangutan is widely considered one of the most caring and protective mothers of their young and tend to stay with and support them much longer than most. This led us to creating Dottie, the embodiment of our doting eyes watching over your young.
How we
created feeling
A major consideration from the outset of the project was how we soften the technology, after all the idea of a camera monitoring a child is understandably highly sensitive. During the naming stage we landed on the idea of “keeping an eye on..” as a generally used parenting term and combining this with the idea of a parents loving gaze the name DOTE was born.
Doting eyes suggest everything we wanted to convey, cutting out the rest of the world and focusing, with love, on the thing that matters the most. The outcome, we hope, is that parents are comfortable with the brand and understand Dote comes from a place of care.
Persona have been brilliant from day one and we certainly wouldn’t be in such a positive position with our investors without their input. The launch was a huge success for us, the UX/UI in the app really impressed and we had major retailers approaching us, eager to get involved. What the team have accomplished is truly amazing.
To simplify parenting and bring joy, with individual infant data and a global village support network.
The Outcome
Dote was launched at Harrogate Nursery Expo in 2024 to a fantastic industry reception. The product, brand and ethos was met with resounding support and as we continue to develop the brand alongside the Dote team we cannot wait to see how this innovative product impacts both the child care retail industry and the related fields of global research through this data.
