Focus Lab

While LaunchDarkly was already a favorite within SaaS technology markets a few years back, it was ready for a brand that matched their ambitions—and we had the pleasure of collaborating with them to make it happen. Founded by developers and built for developers, LaunchDarkly introduced the world to feature management. LaunchDarkly frees teams to test within production environments instead of silos, enabling fearless deployment and faster innovation. In order to propel the growth of its product adoption, LaunchDarkly aimed to take hold of its momentum, boldly stating why its brand matters and how it solves greater business challenges. We knew we had to balance LaunchDarkly's concrete outcomes with aspirational impacts to appeal to developers and C-suite decision makers alike. We worked with their team to create a new identity that is altogether professional, assertive, and vibrant. Setting course for the future, LaunchDarkly needed a brand that distinguished them as the true pioneer of feature management. Scope of Work: → Brand Strategy → Verbal Identity → Visual Identity → Web Design ?? Click here to learn more: https://hubs.la/Q02Z9zJZ0 #b2bbrand #b2b #rebrand

When our clients win, we win—and Irwin, a FactSet company is no exception as we celebrate their recent acquisition by FactSet. ?? Irwin tapped on the Focus Lab team with the need for a brand evolution to better reflect their growth, unique position in the industry, and mission to make capital markets more transparent and efficient. We were beyond excited at the opportunity to collaborate with them and make it happen. ?? The process began with two main focuses: → narrowing in on who they are at their core → letting their brand attributes guide every decision in the new identity A huge congratulations to the entire Irwin team on the big acquisition news—we're proud to have been a part of the journey. ??

Say it louder for the people in the back, Jessie Ann Reyes, MBA! ?? In our latest episode of The Debrief, we're sitting down with Cadmium's marketing director, and for all of our marketing professionals following along—you don't want to miss this episode. Jessie and Bill Kenney ?? touch on so many important topics such as: ?? The lead-driven reasoning behind Cadmiums rebrand ?? The benefits of working with an "A" Team agency ?? The importance of leadership championing a rebrand ?? How brand architecture played a big role in the rebrand ROI ?? And so much more! Tune in to the full episode now, and don't forget to subscribe. ? https://hubs.la/Q02Y5cG80

Our past partners at Kasada are simple yet sophisticated — they're the team and technology that stop the most advanced automated attacks on businesses without disrupting customers and the user experience. Unlike competitors who simply defend against existing attacks, Kasada proactively drives away bots and their creators through layered defenses that evolve alongside threats and resist adversaries’ attempts to bypass detection. However, both visually and verbally, it wasn’t immediately clear how or why Kasada differs from its competitors. Kasada’s brand blended into a sea of sameness and failed to express its proactive, dynamic bot protection that gives its audience peace of mind, comfort, and confidence. They teamed up with us to differentiate their organization through: ?? Brand Strategy ?? Verbal Identity ?? Visual Identity ?? Brand Support ?? Web Design Get the full scoop on the Kasada rebrand → https://hubs.ly/Q02Yf3M60

We hear it all the time: "That design is too simple. It doesn't mean anything."? Our answer is always: "Maybe not ... yet."? Simplicity opens the door for creativity — not the other way around. If you add more ingredients to a cake, it doesn’t make it more clearly a cake. That will simply overload the taste profile and probably make it worse. Building your brand identity is no different.? It's easy to think that meaning needs to be inscribed–in your logo for example. That it needs to “say” what your company does. But the reality is:? ? ???????????????????? ???? ???????????????? (hard to work with + impossible to remember). ? ?????????????? ???? ???????????????? (means one thing, can never flex). A brand should never become one-note and lack flexibility.? Solutions that are simple — but find themselves free from being bound by a single story — become much more versatile and valuable over time.? What does the Nike logo mean to you? It means something else to me. There’s power in that. It becomes personal.? Simple solutions that “lack meaning” on day one can take on a universe of meaning over time.? You just need the courage to embrace this. —- This is an excerpt written for our Build on Brand newsletter by Focus Lab CEO, Bill Kenney ??. Along with Bill's insights, this newsletter highlighted topics such as: → Digging into brand ROI with Kantar's Blueprint for Brand Growth → Forbes 5 tips to maximizing your marketing budget in a volatile market → Current job openings from our trusted rebrand partners And so much more! Check out our past newsletters (and be sure to subscribe)?? https://hubs.la/Q02VVHV20

Calling all marketing professionals ?? We've got a brand new podcast episode that you're not going to want to miss. In our latest episode of The Debrief, we're sitting down with Cadmium's marketing director, Jessie Ann Reyes, MBA—and when we say she brings as much data as she does passion to this conversation, we really mean it. Jessie and Bill Kenney ?? touch on so many important topics such as: ?? The lead-driven reasoning behind Cadmiums rebrand ?? The benefits of working with an "A" Team agency ?? The importance of leadership championing a rebrand ?? How brand architecture played a big role in the rebrand ROI ?? And so much more! A huge thank you to Jessie joining us on the show and sharing invaluable advice for anyone entering into their own rebrand project. Tune in to the full episode now, and don't forget to subscribe. ? https://lnkd.in/g2PxQqZr

? ? ? Throwing it back to the Focus Lab internal rebrand. After a decade of growth, we needed an identity that matched our industry reputation and our ambitions. But where in the world did we begin? The strength of our process is a major differentiator and a key part of our clients’ success, so we knew this exercise couldn't be half-baked. It was only appropriate that we go through the same experience. The Focus Lab partners became the “client” (*gasp*) with the same responsibilities as any other: initial homework, timely feedback, and approvals. Our team's time was scheduled as it would be for any client project. Deliverables were robust, revisions were deliberate, and deadlines were respected. Tackling brand strategy ???? Focus Lab competes with B2B brand agencies, a category saturated with enterprise firms, small shops, and everything in between. While sharing many of the same service offerings — branding, verbal identity, design, and strategy — Focus Lab's industry tenure, proven process, and commitment to delivering exceptional experiences are unmatched, cutting through the clutter and directly engaging with organizations moved to transform. Our brand attributes were Focused (naturally), Proven, and Humble. Our primary audience is B2B technology companies who have been tasked with a new branding project for their own organization. They value process and results, so Focus Lab’s proven success empowers them to become agents of change for their company and enables them to win against modern competitors. Get the full scoop on our internal rebrand → https://hubs.la/Q02XHN4Q0

Focus Lab ?????? MessageGears ?????? Craft&Crew After completing our branding work with MessageGears, we collaborated closely with our partners at Craft&Crew to bring it to life on their website, providing a seamless experience for the MessageGears team. A huge thanks to the team at Craft&Crew for being fantastic partners with both us and the MessageGears team bringing this brand to life across the board. Get the full scoop: Craft&Crew Case Study → https://hubs.la/Q02VThMP0 Focus Lab Case Study → https://hubs.la/Q02VTf_y0

When we talk about brands, we’re talking about an identity. It has a name, a personality, a voice, and a life all its own. In this same thinking, brand architecture can be understood as the home where a brand family, the related individual brands within your organization’s portfolio, resides. ?? Brand architecture is the structure that defines the different levels within your brand, providing a hierarchy that explains the relationship between your different products, services, and other components that make up your company’s unique portfolio of offerings. Simply put, if a brand family includes more than one type of offering, brand architecture is a good idea. Head to our latest article where we take a deep dive into the main brand architecture structures. ?? #brandarchitecture #brandstrategy #b2b

It's the final countdown! ?? The application deadline for our Brand/UI Designer opening closes today (Friday, November 1) at 5pm EST. Thank you in advance for all of the time and effort put into the applications we've received thus far—we sincerely appreciate it. ?? Click here for more details → https://hubs.ly/Q02VyQSQ0 #branddesigner #hiring #uidesigner