The Brief

Focus required a dynamic revamp of their company’s corporate identity and literature. A business to business financial solutions company, they were after a new look to reflect the nature of their business. A review of the identity found that it would not be necessary to revolutionise the existing visual identity, instead, create an evolutionary solution thus symbolising the progressive nature of the company.

Scope of the job

  • Brand Identity Review
  • Brand Strategy Development
  • Brand Identity Implementation
  • Visual Identity for Master and Sub-Brands
  • Stationery
  • Brochures
  • Deskpads and drink coasters
  • Promotional marketing products
  • Advertising
  • Signage Systems
  • Brand Management
  • Project Management

The outcome

The new brand identity created an enduring corporate image that assisted the business to present a unified image across all its business services.

The solution

The logotype was refined; keeping the oval shape - symbolising movement and security. The words ‘capital group’ were enlarged to complement the primary name ‘Focus’. A stylised arrow was introduced as a highlighter for forward thinking.

We printed a variety of test sheets using the identity on 20 different stocks including coated, uncoated and matte. We then adjusted the colours for the specific papers to ensure that there was a consistent colour representation at all times.

Corporate literature and other marketing material incorporated an idea around the word ‘focus’ using imagery with specific sections in and out of focus.