Focus Lab’s Post

Sometimes it's the little things that make all the difference. Zuora's monoline graphics support story-driven brand touchpoints. They can add rhythm to compositions and remain dynamic across Zuora’s brand experience. They are stylistically composed of toggle and circular shapes and can be used as texture, imagery, and/or pattern. Monoline graphics are typically composed as outlines, but filled graphics can be used to express focus or discovery. Check out more of our work together 👉 https://hubs.la/Q02C3B8F0 --- #b2b #branding #brandidentity

Come work with us! 🌟 We're currently hiring for a Brand/UI Designer. If you or someone in your network would be a good fit for this role, check out the full job description on our site. focuslab.agency/careers 🚨 FYI we're moving quickly! The application deadline is next Friday, July 12 at 5pm EST #hiring #branddesigner #uidesigner

Are you subscribed to the Focus Lab newsletter? ✋ Over the past 14 years, our company has developed the kind of insights we want to share with more of you, more meaningfully. So, we've transformed our newsletter into two unique editions, each of which drop bi-weekly: 💥 Build on Brand — focusing on the most impactful B2B branding trends and thought-leadership, tailored to marketing leaders, professionals, and enthusiasts alike. 🌀 Create First — celebrating the boundless possibilities of creativity through curated insights and perspectives on what empowers us to develop inspiring work and a balanced creative life. Knowledge is a precious resource — and so is your time. That's why our team crafts each edition to be concise and relevant, the kind of resource you'll look forward to seeing in your inbox. (Don't worry: you can adjust subscription preferences anytime!) Check out our previous editions (and subscribe) here: https://hubs.la/Q02y-HD10

✨ It's officially the last brand archetype spotlight: The Sage 🧠 As a reminder, we've been taking a deep dive into all 12 brand archetypes and we've finally reached number 12! 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. Sages help their audience to uncover the truth they desire through intelligence, wisdom, and investigation. Shout out to these #b2b Sages we know and love: → FMA → Luminate → Google → TED Head to our blog to get the scoop on all 12 brand archetypes and be sure to take the quiz to find out your own. ⤵️ https://hubs.la/Q02ygbwJ0 --- #brandarchetype #b2b #brandstrategy

Voiceflow isn’t just the best; it’s making the best accessible, which is why the company focuses on building its technology for users, not executives. 👌 While Voiceflow was loved by designers, it was struggling to be taken seriously by its developer community. It needed to adjust this perception so its product could be sold as a shared, collaborative platform. With that in mind, we set out to create a brand identity that would clarify what the brand has to offer and bring it up to the caliber of its product, team, and technology, presenting the brand as the mission-critical solution for product teams building AI assistants. Voiceflow’s chosen brand attributes — High-End, Opinionated, and Innovative — and its Creator and Explorer archetypes informed our brand concept, “Yes, and.” This concept, inspired by improvisation, guided the rebrand and also served as a metaphor for their community, who are, in a way, improvisers themselves. Full Case Study → https://hubs.la/Q02Djyg20 --- #b2b #rebrand #brandagency

A question for our large, multifaceted organizations out there — how valuable is it to be able to clearly (and concisely) explain what you do? And on the flip side, how detrimental is it when you can't do so? 👀 Our partners at FMA were asked in a recent podcast episode, "what ROI are you seeing already as a result of your rebrand effort?" Their answer → Our audience can very clearly understand what our mission is now. "We didn't just put a coat of paint on things, we restructured from the ground up." - Ed Youdell, President at Fabricators and Manufacturers Association We couldn't have said it better ourselves. 👏 --- Tune in to the full episode for more nuggets of wisdom wherever you get your podcasts. 🎙️

More than a tool, Surfe is the modern company for the next wave of revenue teams. 🌊 Surfe had to evolve from simply a tool to a brand garnering serious consideration by high-growth and first-generation tech companies, all while balancing a sense of premium and playfulness. Surfe needed to retain credibility with high-growth and first-gen tech companies, but anything corporate just didn't fit the brand. So we explored various ways to convey Surfe’s playfulness and joy while not leaning kitsch. Colors are exuberant, and photography has an undertone of summer vibes. Imagery and graphic components are inspired by the tail shape of various surfboards. Illustrations by Maria Mileńko embody the theme of “moving freely.” The style amplifies humanity and personality. Illustrations are used to strategically meet people where they are — a newsletter, hero section, callout, or social media post. Lettera Text is Surfe's exclusive and primary brand font. It carries the playful, upbeat, motivating, and laid-back communication style and doesn't compete with all the other bold visual elements at play. Take a peek at the full case study >> https://hubs.la/Q02yhHl10

At Focus Lab, you could say we have a… questionably healthy obsession with SAUCE. No, we’re not talking about ketchup, BBQ, or hot sauce — though our employees and clients alike know we love our hot sauce, too. 🌶️ We’re talking about SAUCE: Seek to Achieve Unforgettable Customer Experiences. SAUCE means more than just “getting it right.” For us, that’s the baseline. Table stakes. The bare minimum. It means surprising and delighting our customers, truly going above and beyond their expectations. More than a catchphrase, SAUCE serves as our guiding light — a philosophy that inspires us to do more, to do better for the clients who’ve trusted us with some of the most important aspects of their business, which is so important to them. Keep reading: https://hubs.la/Q02z0BLt0 —- #clientexperience #brandagency #b2b

Irwin recognized a 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 the Irwin team 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 massive round of applause for the team at Irwin on their recent brand launch — we're so excited to see this work out in the world and can't wait to see what's in store for the future. 🚀