Focus Lab

As Elvis Presley said, “Rhythm is something you either have or don’t have, but when you have it, you have it all over.” And the new Totango has it. ?? After a merger, Totango needed a fresh identity to signal a new era for the company and find a unified voice. And it all starts with defining a strong brand strategy. During the Research & Evaluation phase, we reviewed Totango, Catalyst, and their top competitors. A few key areas for differentiation stood out, particularly in value propositions: ? Totango’s competitors love to talk about being an “all-in-one” solution but fail to express why CS actually matters and should be invested in. ? Totango understands a customer’s success is cross-departmental and has real, tangible revenue results that speak to C-suites. From there, we identified The Athlete as Totango’s brand archetype. ?? Athletes represent that determination to go after what they want, to strive, and to be better. They push the limits for the love of the game, relentless in their pursuit for a better outcome for their customers and the industry. Finally, to wrap up the brand strategy phase, we define a brand concept. Our goal with this is to identify an idea — something big — that provides a strategic theme for the verbal and visual work to play off of. Totango's Brand Concept: Rhythm ?? Totango works seamlessly across departments, smoothly and intelligently adapting to customer expectations. The merger of Totango and Catalyst evokes a new groove ready to take the industry by storm. See how it all came together: https://hubs.la/Q03bTDKZ0

It won't come as a big surprise, but at Focus Lab, we believe in investing in brand early. Our friends at Tango had the same belief. They invested early and have since raised another $14M post-rebrand. ?? Check out Bill Kenney ??'s conversation with Tango Co-Founder and COO, Daniel Giovacchini as they discuss: ? The anxieties that accompany investing in brand ? Why the one of the best times to invest is pre-launch ? The importance of intentionality in branding Piqued your interest? Check out the full convo: https://hubs.la/Q03bJbW90 #b2bbranding #brandROI #earlystage

Founded in 2010, MessageGears enables enterprises to drive more revenue and customer loyalty by unifying data management, activation, and marketing channels, all in one place. The MessageGears platform provides teams with a unified, powerful source of truth that connects to their existing data warehouse, activates billions of data points, and enables 1:1 marketing with each of their millions of customers. With a rapidly shifting market, MessageGears needed a new brand identity to break through the noise and champion their differentiators. Project Scope: → Brand Strategy → Verbal Identity → Visual Identity Special shout out: After completing our branding work, we collaborated closely with our partners at Craft&Crew to bring it to life on the new MessageGears website. Head to the case study for the full scoop: https://hubs.la/Q039-wGG0

After 5 years of building the world's most lifelike voice AI, PolyAI recognized that their brand did not reflect the level of growth they've achieved — it was time to level up. ?? It was a pleasure to have Kylie Whitehead, Senior Director of Marketing and Brand at PolyAI, sit down to with us and dive into what the rebrand process is like — the good, the bad, the "invasive", and everything in between. Tune in to our latest podcast episode to hear Kylie's fantastic insights on: → Tackling a repositioning project prior to the rebrand → Developing a differentiated brand that speaks to an enterprise-level client → The importance of ensuring your CEO/Founder's needs are heard We're a little biased but this episode is truly a "can't miss". And the best news is, it's live wherever you get your podcasts. ???? https://hubs.la/Q039-t5J0

If an alien arrived on earth and saw the Rolex or Apple logos, it would have no idea what the company does. ?? We all experience brands throughout our lives. As various experiences take shape, our perceptions become baked into logos, for better or worse. The longer we live with a brand, the more its logo evolves into a deeper story and becomes a symbol with its own personal meaning. The most powerful logos in the world pull meaning from the brand they’ve represented over long periods of time. They are the vessel of that brand, successfully carrying its meaning into a recognizable shape. There are more insights where this came from in "Conquer Your Rebrand" written by Focus Lab CEO, Bill Kenney ?? Download the first chapter (for free) today: https://hubs.la/Q039-xJY0 #rebrand #b2b #b2bbrand

From bold beginnings to a company redefining connection. ?? To match its evolution, Popl needed a brand as sharp and dynamic as its vision. Founded in 2020, Popl began its journey with a bold vision to revolutionize how people connect. After gaining early traction through Y Combinator (tag), Popl expanded its offerings to provide teams with a seamless, all-in-one solution for digital business cards. By 2025, Popl sharpened its focus, transforming into the go-to platform for in-person lead capture — empowering professionals to turn every handshake into measurable value and every event into a lasting opportunity. Poised to disrupt the event lead capture landscape, Popl needed a more mature brand to match its vision — without sacrificing the cutting-edge spirit of its team. It was a pleasure to work alongside the talented Popl team on their rebrand initiative, including: → Brand Strategy → Visual Identity → Web Design Explore Popl’s rebrand journey → https://hubs.la/Q039js5R0

Great news for the archetype enthusiasts ?? We've got all 12 brand archetypes coming at you in one nicely packaged (and easily saved) doc. In our work at Focus Lab, we aim to make brands as tangible as possible — living, breathing ideas that real humans can understand and relate to. By identifying brand archetypes that resonate with the future of your brand within our brand strategy work, they inform the ways in which your brand’s personality is expressed both visually and verbally. There are four main categories of brand archetypes, defined by their motivations and how they help their audiences: → Structure + Stability → Belonging + Enjoyment → Leveling Up + Tackling Uncertainty → Independence + Fulfillment Reviewing these categories can give you a better idea of where your brand might fit, and which archetypes can be compelling sources of inspiration. ? Take our quiz to find out your brand archetype: https://hubs.la/Q039js6t0 ?? Be sure to save + share if you find this valuable #b2b #brandarchetype #brandstrategy

Brand Launch Alert ?? Congratulations to our partners at Doppel on their latest brand evolution. Doppel is an enterprise-ready security platform on a mission to defend what's real and disrupt what's not. Their new brand identity reflects this vision: a sleek, modern aesthetic that nods to feelings of nostalgia while embracing the future. Think of it as the best parts of the 90s internet, upgraded with 2025-level intelligence. We're proud to say this is the second time we've worked with the fantastic team at Doppel. ?? We initially worked with them back in 2023, when they were a team of 10-15. Since then, they have: → Raised a $14M Series A → Grown to 150+ employees → Reinvested in brand to unlock a new level of growth We can't wait to see where this next version of the Doppel brand takes you. ?? Learn more about Doppel's big reboot at the link in the comments. ??

Merging strengths. Unifying voice. Signaling a new era. ?? Dive into Totango's post-merger transformation in our latest case study. Founded in 2010, Totango was one of the first native customer success products — and helped create the CS category — before acquiring Catalyst in 2024. The merger of these two customer growth platforms — Totango, the trusted heritage solution for enterprise, and Catalyst, the agile innovator — formed a new Totango that capitalizes on both companies' strengths. ?? After the merger, Totango needed a fresh identity to signal a new era for the company and find a unified voice. We had the privilege to partnering with Totango on: → Brand Strategy → Verbal Identity → Visual Identity → Web Design → Brand Support Head to the latest case study to learn more: https://hubs.la/Q0391Dz50

Congratulations to our partners at PropelAuth on their brand launch today! ?? PropelAuth is an authentication company that has been serving B2B businesses since 2021 in nearly every industry, at nearly every stage of company development. They approached our team with a goal to develop a visual refresh that makes it clear that PropelAuth is a reliable, robust and a trusted co-pilot on their customer’s journey. It was our pleasure to collaborate with their team to make that goal a reality. ?? Check out the new brand in action → www.propelauth.com