Focus Lab

We asked the Head of Marketing at G2, Palmer Houchins, to share his best advice for marketers, but instead he dropped a knowledge bomb that applies to everyone. 💣💥 "Be the type of person that folks want to work with." We couldn't agree more. What's your best advice for marketing professionals (or professionals in general)? We'd love to hear it. 👇 👇 👇 —- P.S. Check out the latest episode Focus on Brand with Palmer wherever you get your podcasts.

“A premium brand for the leading voice assistant technology.” 🌟 PolyAI creates custom voice assistants that improve the customer service experience for enterprise-level companies. Their voice assistants allow customers to have natural conversations and get accurate resolutions to their problems while providing businesses with data-driven insights. They were ready to break free from the playground of cool technology and experimentation; they were ready to step into a brand that understands enterprise-level problems, guides companies through a solution, and delivers actual business results. PolyAI's off-the-shelf identity belied its enterprise capabilities. It was time to look and feel as premium as the product. They needed large enterprises to shortlist them as a viable option, but their identity didn’t convey the reassurance those titan accounts needed to feel confident. The brand was void of a deeper story that showcased its strengths, aspirations, and dedication to being human-centric. PolyAI’s human-centered approach was a strong differentiating factor that we could leverage in brand strategy into an ownable position — one that centered on the many different contexts of conversations and the challenges facing both contact center leaders and enterprise businesses at large. Head to the case study for the full scoop: https://hubs.la/Q02BYr2z0 --- #enterprise #b2b #rebrand #webdesign #voiceassistant

Verbal identity guides what and how brands communicate to their audience — rooted in brand strategy, embodied through brand voice, and echoed across every messaging touchpoint. 💡 Irwin's brand story layers situational messaging and brand voice with the company’s singular focus: “At Irwin, everything we do is designed to eliminate distraction. It’s why we built our platform with the user in mind, so it’s intuitive and friendly. It’s why we eliminate the need for multiple tools. It’s why IR solutions is all we do.” Get the full scoop on our work with the Irwin team → https://hubs.la/Q02HJm6H0

What do you think of when you think "B2B branding"? Is it SaaS blues, fields of gray, convoluted corporate hierarchies, and generic stock photos? We're here to change that perception. 🫡 B2B branding does NOT have to mean buttoned-up and boring. A successful #rebrand isn't limited to aesthetics, it's also about: → better communicating a mission → standing out in a crowded space → sorting out complicated architectures But what does a successful #B2B rebrand look like? We've laid out 8 B2B brands we believe are crushing it. ⤵

Attention B2B marketing professionals! 💥 A brand new Focus on Brand podcast episode just dropped and you're not going to want to miss it. Join us as we chat with Palmer Houchins the Head of Marketing at G2. If you're at all familiar with B2B marketing, you've likely heard of G2 (or you might be living under a rock). In this episode, Palmer and Bill Kenney 👋 explore: → Palmer's early days with the MailChimp brand (Hey Freddie! 🐵) → The complexities of measuring brand ROI → Future trends for B2B marketing → And much more! A special thank you to Palmer for sharing his invaluable insight and expertise. 🙌 Tune in to the full episode now: https://hubs.la/Q02HSvJF0 #b2bmarketing #G2 #brandmarketing

The team at Irwin has one goal: to make capital markets more transparent and efficient. 💫 Already successfully competing against and outperforming large global corporations, it was time for Irwin to shake the perception of scrappy startup. Focused on building the product IR professionals need, the Irwin brand struggled with inconsistencies and lacked guidelines necessary for growth. Irwin was already an innovator in investor relations management but needed its brand identity to catch up with the product. We were beyond excited at the opportunity to collaborate with the Irwin team and make it happen. 💥 Scope of Work: → Brand Strategy → Verbal Identity → Visual Identity → Web Design → Brand Support Head to our latest case study to learn more: https://hubs.la/Q02HDJ_W0 #b2b #investorrelations #rebrand

Founded in 2021 → Rebrand in 2023 → Acquired by Zapier July 2024. 💥 NoCodeOps has had a clear mission since day one: Give no-coders at companies the same support and credit we saw the no-code community give startup founders. It was an honor to work with the NoCodeOps team on their rebrand, including brand strategy, messaging, visual identity, website, and brand support. It was a pleasure working alongside them, and we are beyond pumped to celebrate this huge milestone with our past partners. These are the wins we love. Congrats to the teams at NoCodeOps (acquired by Zapier) and Zapier. 👏 --- #b2brebrand #clientwins #acquisition

“The cobbler's children have no shoes” — and the brand agency had no brand guidelines. 🫣 As we often see with our clients, our brand had developed organically as elements were needed: a website refresh here, a new illustration style there. However, it lacked strategy, story, and — critical for scalability — documented rules. With a process and personality known and trusted by some of the world's largest brands, we were poised to level up to become one of the top B2B brand agencies in the world. To do that, we needed a distinguished brand position — one that reflects our industry thought leadership and the fact that the work we do is important. After a decade of growth, Focus Lab needed an identity that matched our industry reputation and our ambitions. It's been a few years since our internal rebrand and we'll never get tired of reflecting on how far we've come. 💫 Check out the case study → https://hubs.la/Q02BXqvS0

Great news 💥 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. Reviewing these categories can give you a better idea of where your brand might fit, and which archetypes can be compelling sources of inspiration. Be sure to save + share if you find this valuable 🙌 #b2b #brandarchetype #brandstrategy

In the history of commerce, consumers have never had as many ways to engage with brands, brands have never had as much data about the customer journey, and customer service expectations have never been higher. 💥 In short, it's no longer enough to merely respond to people's needs; you have to be able to anticipate them, before they become challenges. And that's what Artifact does. Serving a diverse mix of B2C and D2C e-commerce companies and B2B SaaS companies, Artifact helps its users understand what their customers are looking for — and predict friction points, feature requests, growth opportunities, and more. But Artifact’s unique capabilities — authenticity, anticipation, action — weren’t resonating clearly in its brand. As a company that pivoted from building qualitative research and data collection tools to pioneering new ways of helping companies bolster brand loyalty, Artifact partnered with Focus Lab to create a strategic look, feel, and story to match the deep value they bring to their users, and their customers. It was an honor to collaborate with the Artifact team on: → Brand Strategy → Verbal Identity → Visual Identity → Brand Support → Web Design Dig into the full case study on our website. 💫 --- #b2b #rebrand #brandstrategy #brandidentity