When we started working with FOCUS, they felt their competitors were gaining ground. In their promotional materials, they’d started to follow certain conventions – they produced straightforward product shots, in predictable locations, that didn’t reflect the outstanding performance that FOCUS stood for. In a crowded market, this wasn’t helping FOCUS to stay ahead of the pack.

We realised that FOCUS had lost sight of what makes them different: their German engineering. So we started by redefining their core brand values, giving them a tag line that would work as a mantra across their marketing: Passion. Performance. Perfection.

With this to guide us, we went on to create campaigns about engineering expertise. Across promotional materials like brochures and exhibition stands, we used CGI and CAD data illustrations to give campaigns a clear and technical feel, all while demonstrating innovative features such as frame and suspension technologies. Everything was sharp and direct, with just a hint of playfulness in the typography.

The work looked like nothing else out there. In fact, it was so powerful that it spurred the team to get out and make partnerships with the Tour de France and AG2R.