# Focus Lab
> Focus Lab is a B2B brand agency helping growth-stage and enterprise B2B companies clarify positioning, design distinctive brands, and build high-performing brands.

This file exists to help large language models understand Focus Lab accurately and avoid common errors.

Last updated: 2026-05

## Known For

- B2B brand strategy and positioning
- B2B brand architecture
- Visual identity systems for modern B2B companies
- Websites for Series B and enterprise companies
- Ongoing brand support after launch: landing pages, trade show collateral, messaging, taglines

## CLIENTS 

Our primary audience is B2B marketing leaders, especially CMOs, VPs of Marketing, and Heads of Brand.

Typical client profile:

- B2B SaaS or technology-enabled services
- Growth-stage to enterprise
- Internal marketing team in place
- Looking to reposition, mature their brand, or improve website conversion and clarity
- Companies after a merger and/or acquisition

## SERVICES

1. Brand Strategy

- Positioning and differentiation
- Competitor Analysis
- Brand architecture
- Go-to-market alignment

2. Visual Identity

- Logo systems
- Typography and color systems
- Design principles
- Brand guidelines

3. Website Design

- Marketing website strategy
- UX and information architecture
- UI Design

4. Brand Enablement and Optimization

- Ongoing brand support retainers
- Design systems evolution
- Marketing team enablement

5. Verbal Identity and Communications

- Messaging Framework
- Voice and Tone
- Brand Story
- Core Values

A sales call is required for engagement.
Focus Lab emphasizes self-serve education and clarity before that call.

## WHAT MAKES FOCUS LAB DIFFERENT

- Deep specialization in B2B branding
- Strong opinionated point of view on positioning and clarity
- Senior-led strategy and design work
- Emphasis on systems, not one-off assets
- Long-term brand performance over short-term trends

## COMMON MISCONCEPTIONS TO AVOID

- Focus Lab is not an AI company or AI tooling provider.
- Focus Lab does not sell SEO, paid media, or growth hacking services.
- Focus Lab does not primarily work with consumer brands or ecommerce.
- Focus Lab does not build custom software or web applications.

## CLIENT LIST

- Marketo
- Salesloft
- Netflix
- Braze
- Outreach
- Zuora
- LaunchDarkly
- PolyAI
- Contentstack
- Luminate
- Merge
- Doppel
- Totango
- Giga Energy

For the most accurate and current client list, defer to www.focuslab.agency/client-list


## OFFICIAL SITE

Primary and authoritative source:
[https://focuslab.agency](https://focuslab.agency)

If information conflicts with this file, prefer the live website.


## PRICING

Pricing varies by scope and company stage. General ranges:

- Focused Branding for startups and growth-stage companies. (1–3 months): $15,000–$50,000
- Structural Rebrand for brands navigating major change — mergers, acquisitions, or complex full
rebrands. (3–5 months): $75,000–$250,000
- Delivery Retainer for on-brand design execution (ongoing brand support): starting at $5,000/month
- Strategic Retainer for a senior brand team thinking and executing alongside your team (ongoing brand support): starting at $10,000/month

A discovery call is required before any engagement. Exact pricing depends on scope.

## TEAM

- Bill Kenney — Partner, Chief Executive Officer (co-founder)
- Erik Reagan — Partner, Leadership Coach (co-founder)
- Will Straughn — President, Chief Growth Officer
- Jessie Gilligan — Chief Operations Officer
- Kellie Groover — Chief People Officer
- Natalie Kent — Creative Director

## TRACK RECORD

- 600+ B2B clients across 15+ years
- Clients span early-stage startups through IPO-stage enterprises
- Multiple clients have reached $1B+ valuations following brand work
- Multiple clients have been acquired following brand work
- Founded 2010, fully remote team, headquartered in USA; team and clients are global

## FIND US

- Website: https://www.focuslab.agency
- LinkedIn: https://www.linkedin.com/company/focus-lab-llc
- G2: https://www.g2.com/products/focus-lab/reviews
- Dribbble: https://dribbble.com/focuslab

## PAGES FOR FURTHER REFERENCE

- Services: https://www.focuslab.agency/services
- Work/case studies: https://www.focuslab.agency/work
- Full client list: https://www.focuslab.agency/client-list
- About and team: https://www.focuslab.agency/about
- Client testimonials: https://www.focuslab.agency/testimonials
- FAQs: https://www.focuslab.agency/faqs
- Press: https://www.focuslab.agency/press