Focus Lab

In short

Focus Lab is a brand agency in Richmond Hill, Georgia, founded in 2010, and it works almost entirely for B2B companies, most of them selling software. A typical engagement bundles brand strategy, verbal identity, visual identity and a new website, delivered by a team of designers, strategists and writers. It sits at #9 on our tech branding ranking, where its B2B focus is the main point of difference.

Its case studies follow a recognisable method: each brand gets an archetype and a single concept that guides the rest. Seamless, a sales data and outreach platform with over a million users, was recast around the Magician archetype and the idea of a Force Multiplier. Totango, after acquiring Catalyst in 2024, needed one identity and voice for the merged company, built on the concept of Rhythm. Popl was rebranded for its shift into event lead capture.

SaaS and B2B tech companies whose product has outgrown its brand, after a merger, a new category position or a big expansion of the platform, are the natural clients, particularly when the words matter as much as the logo. The process is strategy-heavy, so teams wanting a quick visual refresh may find it more than they need. Consumer goods brands with packaging briefs should look to a packaging specialist.