Sharpening Focus Creative's edge in a crowded market

ROLE / BRAND & UX/UI DESIGNER

THE CHALLENGE

Focus Creative had strong creative capability but their brand did not clearly articulate their positioning in a competitive agency landscape. Their messaging felt broad, their visual identity lacked distinction, and their website was not fully reflecting the calibre of their work. They needed clarity, confidence and cohesion across brand and digital to better compete and convert.

THE PROCESS

Through stakeholder workshops and collaborative sessions, I worked to uncover where the business saw its strengths and where the market perceived overlap. From there, I defined a sharper positioning and clearer value proposition. I explored visual territories, refined tone of voice and tested concepts internally. Iteration was constant. Feedback loops shaped every stage, ensuring the new direction felt both strategically grounded and authentically theirs.

THE SYSTEM

The refreshed brand system introduced a more confident identity with stronger typography, refined colour usage and clearer messaging hierarchy. This thinking extended into a redesigned website that balanced bold creative with strategic clarity. UX improvements simplified navigation, strengthened service storytelling and elevated case study presentation. The build was executed in Squarespace with custom coding to ensure flexibility, performance and polish.

BRAND ASSET ROLLOUT

THE IMPACT

Focus Creative now presents as the strategic, modern agency they are. The refreshed positioning differentiates them more clearly in the market and supports stronger conversations with prospective clients. The new digital presence aligns brand, messaging and user experience into one cohesive story, creating greater confidence, clarity and impact at every touchpoint.