Accelerating tech innovation and R&D
GetFocus, a Deeptech startup from the Netherlands, empowers R&D leaders to identify and invest in emerging technologies using its AI-powered platform.
Even startups with established product-market fit need to align their product with its perception to unlock growth. This was the case for GetFocus. The tech startup was looking a partner to scale their branding and expand their reach, aiming to better communicate their promise of speed, rigor, and innovation. We refreshed their brand identity and website to align product and perception, streamlining their marketing efforts for future growth.
Concept & Strategy
What comes to mind when you hear “focus”? Detail, zoom, direction, depth, spotlight, analysis, clarity, precision, strategic decisions. GetFocus’s name directly relates to its business, so we built the branding concept around the name and its connotations. Centered on bringing focus to the chaos of the technological future, the visual identity communicates a modern, rational, and sophisticated brand. We identified a mix of three brand archetypes for this Deeptech brand: Sage-like insights, an authoritative Ruler attitude, and an Explorer spirit to accelerate tech innovation.
Logo
We refreshed and simplified the startup logo in two ways. Isotype: We transitioned the shape from octagonal to a smoother, circular form, reduced the number of elements, and increased its visual weight. The isotype now has more impact and makes a bolder statement, aligning with the Ruler archetype. Wordmark: We increased the kerning for better cohesion and made subtle adjustments to the G, t, and F to improve clarity and visual harmony.
Colors
While tech innovation is central to the color palette, we enhanced the brand identity with expressive secondary colors. Primary blue tones communicate innovation and boldness, while black and white stand for precision and trust. Complementary shades of Blush, Gold, and Mist add differentiation and a unique touch.
Imagery
Photography brings the people behind the decisions into focus. With the startup’s imagery, we humanize tech innovation. Centered on R&D team members, the pictures are framed within a focusing lens. They feature a blurred vignette effect, where the central area is sharp and clear while the edges fade softly. The sharp center represents the clarity and precision that GetFocus provides, while the blurred periphery signifies the noise it helps cut through.
Illustration
The brand shapes are directly related to the brand concept. The central circle acts as the focal point of a lens, achieving clarity and precision. Converging radial lines resemble light or data streams being pulled into focus. These thin white lines on dark backgrounds visually support content like UI designs and text, guiding the viewer's attention to the center. The illustration style consistently uses these thin lines.
Website
Upon entering the SaaS startup's homepage, users see an engaging above-the-fold section that clearly explains GetFocus's value proposition. A video with animated illustrations demonstrates how the AI solution helps R&D teams make better, faster decisions. While the top section uses bolder colors to attract attention, the rest of the website is sleek and clean. The white background provides space for neat illustrations and simplified UI elements, with icons and KPIs acting as colorful highlights.
Web Design System
For GetFocus, the scalability of their website was important. We provided the team with a comprehensive website design system, enabling their designers and developers to easily create and publish new pages. Equipped with a detailed brand book and this website "cheat sheet," the SaaS startup is now positioned to scale its branding and grow its business effectively.
Brand Communication & Application
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For the Deeptech startup, we've created engaging social media and OOH communication material to help them drive growth and attention.
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