Focus Integration is a key UK strategic partner for American networking giant Cisco, and recognised by Deloitte as one of the EMEA region’s most successful technology companies. Working in conjunction with Sere Davoudi of Sprint Marketing, we were asked to develop a new brand identity, and design and build a new corporate website. As with every project, we began by holding a series of meetings to understand the company’s business approach, expectations, thoughts, wishes, likes and dislikes. In the course of these discussions, we developed the strapline ‘deeper thinking’, reflecting its multi-layered services that enable clients to go as deep as they need to with system integrations and hi-tech data management.
Our logo continued this train of thought. We created an abstract icon device based on a human brain, linked with a downward arrow. The slightly ‘distressed’ look gives it an edgy, SoCal hi-tech feel, while retaining a solidity and professionalism appropriate to its market sector. For the responsive website, we wanted to create a definite mood and style that would help Focus Integration stand out in a crowded, dry and rather arcane market. Our solution was image-led, with a strong, consistent art direction and crop style, coupled with a distinctive colour-coded palette and font family. We also created a bespoke icon set to aid navigation. Our initial discussions helped identify key messages for our content, which is relevant and keyword-rich.