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Focus Lab

@focuslabllc

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We’re a global B2B brand agency building brands that lead and inspire.
πŸ‘‰ Our work: focuslab.agency
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How do you stay differentiated in a world of AI slop? πŸ‘€ Josh Ritchie, co-founder of @columnfive, has an answer on the newest episode of Focus on Brand: get radically clear on who you are, what you offer, and who you're not for. Easier said than done, especially when you're small and turning away work feels risky. But the strongest brands aren't trying to be everything to everybody. 🎧 Full conversation live β†’ https://youtu.be/mukmsX1v1P0 by @focuslabllc
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6 days ago
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We're hiring πŸ’₯ Focus Lab is looking for a seasoned closer to step into a healthy, high-volume inbound pipeline. Open to U.S.-based candidates and international contractors (six hours of overlap within our 9 AM–5 PM ET window). Head to our careers page for the details. This one stays open until we find the right fit β€” no deadline to race against. by @focuslabllc
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2 months ago
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Enterprise software doesn't usually have a mascot. Sett.AI has a meerkat who's a little bit of a menace. Mobile game studios bet big on creative before they ever know if it'll work. Entertainment can't be predicted β€” but the teams making it were still forced to gamble, with slow, manual creative work and gut-call decisions standing in for real clarity. Sett built agentic AI that generates, tests, and refines high-performing ads faster than any in-house team can. It needed a brand loud enough, and smart enough, to make that bet obsolete. Enter Setto: a strategist, a sidekick, and part of the argument itself. Built from bold geometric shapes and designed to be modular: swap an expression, a pose, an accessory, and the system holds together like it was never any other way. He shows up everywhere the brand does: β†’ Peeking out from behind the demo button on the site β†’ Cracking a joke mid-metric in speech bubbles across onboarding β†’ Showing up on all the swag The idea underneath it all: Less Gut. More Game. Every part of the system, mascot included, had to replace instinct with insight. Since the rebrand, Sett has raised a $30M Series B. πŸš€ by @focuslabllc
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2 months ago
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Four legacy brands. One new name to bring them together. πŸ”₯ Gradian Thermal Solutions designs and builds the cooling systems that mission-critical environments can't run without, the places where downtime isn't an option. MAS HVAC, Daedex, DeepCoolAI, and Ecochillers spent years building that expertise apart. Now they're complementary parts of one purpose: solving the toughest thermal management challenges mission-critical facilities face. We're proud to have partnered with the Gradian team to bring this next chapter to life. Check out the new brand in action β†’ gradiansolutions.com by @focuslabllc
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2 months ago
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Legit Security has a new look and it's built to move as fast as they do. πŸŽ‰ Legit closes the gap between how fast AI writes code and how fast teams can catch what's risky in it: flagging vulnerabilities as code is written, fixing them automatically, and getting sharper with every cycle. The old model finds problems after code ships. Legit catches them before it happens. New look. New voice. Built to match how fast their teams actually work. Fast. Proactive. A step ahead. We're proud to have partnered with the Legit Security team on this one. 🀝 by @focuslabllc
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2 months ago
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Cybersecurity's best-kept secret didn't need a new brand foundation. They just needed a bigger world to fly in. πŸš€ @huntresslabs was founded by three former NSA operators to bring enterprise-grade security to the businesses the big vendors overlooked. A decade in, the community β€” MSP partners, security operators β€” trusted the brand implicitly. Outside that circle, it wasn't landing. The identity had drifted, quietly blending into the same crowd it once stood apart from. The logo was right. The character was there. What Huntress needed was a visual system big enough to carry that character past the people who already knew them. The fix: expand the system, don't replace it. β†’ A bolder core palette, pushed past the original teal β†’ Magenta, lime green, orange β€” in the mix β†’ An art direction system built to scale Then came the harder challenge: imagery. Threat detection and cyberattacks don't photograph well, and the team kept reaching for stock photos that never quite fit. Our answer: a custom GPT trained on Huntress's entire art direction. Feed it a few tokens (scene, lighting, mood) and get back imagery that looks art-directed, every time. The design instinct is built into the system now. Anyone on the team can call it up. See how it all came together in our latest case study (link in bio). by @focuslabllc
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3 months ago
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Two tusks. One mission: blaze the trail for revenue teams. 🐘 @askelephantai is the CRM automation layer for B2B revenue teams, taking over the data hygiene work reps get stuck with, so it can power the automations that actually matter: field updates, sales coaching, sales-to-CS handoffs, churn alerts. Messy data, poor CRM hygiene, an AI tool-stack that changes by the week β€” that's the wilderness revenue teams are stuck navigating. AskElephant clears a path through it. Steady and deliberate. Built for the long climb, not the quick win. So teams are free to focus on what AI can't do: build the relationships that actually drive growth. We're proud to have partnered with the AskElephant team to bring this next chapter to life. See the new brand in action at askelephant.ai by @focuslabllc
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3 months ago
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Say hello to the new @dotdigital.official πŸ’₯ A refreshed brand for a platform that helps you connect with customers wherever they are β€” email, SMS, MMS, WhatsApp, web, and beyond β€” with journeys built to grow from first touch to true loyalty. The shift lands at a moment when AI has made marketing faster than ever. Dotdigital's new identity puts people back at the center of that speed: technology built to give marketers the space to think, create, and connect β€” not to replace them. Human. Intentional. Built for how people actually connect. We're proud to have partnered with the Dotdigital team to bring this next chapter to life. See the new brand in action at dotdigital.com by @focuslabllc
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3 months ago
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A rebrand is a business decision disguised as a creative one. πŸ‘€ "Get the buy-in" is advice you'll hear before any rebrand β€” and it's correct. What's worth defining is what buy-in actually means. ❌ Not a CEO nodding along in a pitch meeting. ❌ Not excitement about a new logo. βœ… Proof the ceiling is the brand, not the business. βœ… A revenue conversation, not an aesthetics one. Sam Burns, Head of Marketing at @gigaenergyinc, put it best on the latest episode of The Debrief: "A rebrand is gas. If the fire isn't already burning, all it does is leave you a mess on the ground." Skip the alignment, and there's nothing to ignite. 🎧 Full conversation at the link in our bio. by @focuslabllc
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3 months ago
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Keatech is growing fast β€” new markets, new ambition, new reach. Now their brand looks the part. πŸš€ Keatech helps businesses track their vehicles, machinery, and trailers in real time, and their ambitions just got bigger: a new entry into the Swedish market marks their next step toward becoming a significant Nordic player. We partnered with the Keatech team on a new verbal identity, visual identity, and website design to match that momentum. Sharper on the value they bring. Clearer on where they differentiate. Built for where they're headed, not where they've been. Congrats to the Keatech team on the recent launch. We're proud to have gone on the journey with you all. πŸŽ‰ Check out the new brand in action β†’ keatech.com by @focuslabllc
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3 months ago
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Introducing the new Z2Data! πŸŽ‰ Z2 gives engineering, sourcing, compliance, and supply chain teams the data and workflows they need to anticipate, prioritize, and resolve risk with confidence. Now, a new AI experience turns questions about suppliers, components, and mitigation plans into instant answers β€” no more digging through dashboards and reports to get there. The new brand reflects where Z2 is headed: β†’ More accessible β†’ More intuitive β†’ Built to turn questions into answers faster We're proud to have partnered with the Z2 team to bring this next chapter to life. πŸš€ Check out the new brand in action β†’ z2data.com by @focuslabllc
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3 months ago
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Excited to celebrate a brand launch for our partners at @tryflute. πŸŽ‰ Flute is a unified payments platform built for the growing businesses that keep communities running β€” with the tools, pricing, and working capital access to actually grow alongside them. A new name developed by our friends at @tanj.nyc A new brand to bring it to life. The result makes the mission impossible to miss. Clear, confident, and ready to grow with the businesses they serve. We're proud to have collaborated with the Flute team on this one. πŸ‘ Check out the new brand in action at http://flute.com by @focuslabllc
2
4 months ago
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