Best Brand Design Agency

Ranked #13 of 14 for best brand design agency

Focus Lab review

A remote B2B brand agency, founded in 2010, that publishes its prices: branding projects start at $15,000 a month 1 2.

Updated By the Best Brand Design Agency deskHow we scoreDisclosure

This guide is free, and no agency pays to be listed, ranked or linked. How the site is funded.

Verdict

6.3/10

Pick Focus Lab for a B2B software rebrand on a known budget: it publishes rates from $15,000 a month, delivers new work every Friday and gives a full refund if you cancel within the first 30 days 2 3.

Best for B2B tech rebrands

Skip it if you need a company name, packaging or environments, or an agency with a design-award record: Focus Lab does not name companies 3; the service list has no packaging or spatial design 2; and a D&AD archive search returns no results for it 4.

Visit Focus Lab (opens the Focus Lab website)

Focus Lab at a glance
FoundedMay 2010, in Savannah, Georgia, by Bill Kenney and Erik Reagan 51
OwnershipPrivately held; the site is run by Brand Forever, LLC, a Georgia limited liability company trading as Focus Lab and Odi, led by partners Bill Kenney (CEO), Erik Reagan and Will Straughn (President) 5 67
Based inRemote, USA, with a 100% remote team 8; LinkedIn lists Savannah, GA, and the site's structured data gives a Richmond Hill, GA mailing address 6 910
Team size36 teammates on the Careers page; the About page names 38 people with titles 5; LinkedIn shows 11-50 employees 68
Typical project totalsAbout $15,000 to $50,000 for Focused Branding and $75,000 to $350,000 for a Structural Rebrand, per its FAQ3
Case studies74 on the Work page (our count, 2026-11-09), including its own rebrand; 61 are tagged Brand Strategy, 49 Verbal Identity and 40 Web Design11
Client record (self-reported)Over 600 clients in 15+ years; clients raised $7.8B after their brand work, 16 reached $1B valuations and 31 were acquired, by Focus Lab's own count 1112
BookConquer Your Rebrand by CEO Bill Kenney, Lioncrest Publishing, July 11, 2023, 218 pages 1314

How Focus Lab scores

Score breakdown for Focus Lab
Body of work 30%7.0The Work page shows 74 case studies, mostly for B2B technology companies 11 12. Focus Lab redrew Marketo's four revenue bars as the Perspective Bars 15, built the Braze identity after its rename from Appboy 16, drew Salesloft's custom logotype on the Moret typeface 17 and rebranded Contentstack after its early-2025 purchase of Lytics 18. The work is consistent and well documented, and its influence stays inside B2B software, the field the agency says is all it does 2.
Recognition 20%1.5Focus Lab publishes no awards list: its press page collects client news under Acquisitions, Brand Rollout, Fundraising and In The News 19, and none of the 137 sitemap pages outside the blog and newsletter archive names an award won by the agency (our check, 2026-11-09) 20. A D&AD archive search for Focus Lab returns no results 4. The homepage calls the CEO's book an Amazon bestseller 9; on 2026-11-09 Amazon ranked the Kindle edition #1,658,575 in the Kindle Store and #333 in Small Business Advertising 14.
Strategy depth 15%7.5Strategy services cover brand architecture, positioning, qualitative research, a discovery audit, competitive and audience analysis, and workshops and interviews; verbal identity covers voice and tone, taglines, storytelling and audience messaging 2. 61 of the 74 case studies are tagged Brand Strategy and 49 Verbal Identity 11, including a hybrid brand architecture for FMA 21, a simpler sub-brand structure for Contentstack 18 and research into the cursive z across Braze's international markets 16. The gap is naming: Focus Lab does not name companies and refers that work to partners 3.
Access and fit 15%9.0Focus Lab publishes who it takes and what it costs: B2B companies from early-stage startups to billion-dollar enterprises preparing for IPOs, plus private-equity-backed tech companies 3, with Focused Branding from $15,000 a month and Structural Rebrands from $25,000 a month 2. The inquiry form asks for a timeline and a budget band, from $30,000 and under to $250,000 and up, or a monthly retainer 10. A full refund applies if you cancel within the first 30 days 2. Consumer brands sit outside its focus: the client list says it has tackled a few B2C companies 12.
Range of delivery 10%6.0In-house work covers visual and verbal identity, guidelines, website design with Webflow builds, UI kits, event materials, sales enablement, print, slide decks, social graphics and AI brand tools such as custom GPTs 2 22. Case studies add a new design system for PolyAI 23, mascots for Sett and Braze 24 16, motion storyboards for Contentstack 18 and a custom image GPT for Huntress 25. Web builds stop at smaller brochure sites, with larger builds referred to partners 3; the service list has no packaging or spatial design 2, and the motion for its own rebrand came from a former team member 26.
Transparency 10%8.5Focus Lab publishes monthly rates, typical durations and project totals 2 3, its weekly working rhythm 3, 38 named team members with titles 5, 74 case studies with the services delivered 11 and its legal entity, Brand Forever, LLC 7. Its CEO wrote a 218-page book on running a rebrand 14. The FAQ's answer on project length still lists older formats, a 6-week sprint and 9 to 12 weeks for a full identity, next to the services page's 1 to 3 and 3 to 5 months 3 2. Case studies do not name the project team 17, and the location reads three ways: Remote, USA on the contact page, Savannah, GA on LinkedIn and a Richmond Hill, GA mailing address in the site's structured data 10 6 9.

Focus Lab pricing

Focus Lab pricing, checked 9 November 2026
PlanPriceNotes
Focused BrandingFrom $15,000/month2For startups; typically 1 to 3 months, about $15,000 to $50,000 in total 3
Structural RebrandFrom $25,000/month2Full rebrands, mergers and acquisitions; typically 3 to 5 months, about $75,000 to $350,000 in total 3
Strategic RetainerFrom $10,000/month2Month-to-month brand team for web, sales decks, messaging and brand rollout
Delivery RetainerFrom $5,000/month2Month-to-month design execution: tradeshows, sales enablement, social assets, slide templates, digital ads

Strengths and weak spots

Strengths

  • Published prices: Focused Branding from $15,000 a month, Structural Rebrands from $25,000 a month and retainers from $5,000 a month 2.
  • A fixed weekly rhythm: a one-hour working session early in the week and new work every Friday with a recorded walkthrough 3.
  • A deep B2B software record: brand work for Marketo, Salesloft, Zuora and Contentstack, and the Braze identity after its rename from Appboy 15 17 27 18 16.
  • Verbal identity is common: 49 of 74 case studies are tagged Verbal Identity, with voice, messaging and brand stories such as Zuora's 11 27.
  • A 30-day guarantee: cancel within the first 30 days and receive a full refund 2.

Weak spots

  • No company naming; Focus Lab refers naming projects to partner firms 3.
  • No design-award record: the site lists none, and a D&AD archive search returns no results 19 4.
  • Web builds stop at smaller Webflow brochure sites; larger builds go to partner agencies 3.
  • Narrow range outside B2B: the service list has no packaging or spatial design, and the client list says B2C work is rare 2 12.
  • Case studies name no Focus Lab project team, so you cannot see who did the work before you call 17.

Alternatives to Focus Lab

Head to head

Focus Lab: common questions

How much does Focus Lab cost?

Focus Lab publishes its rates. Focused Branding for startups and growth-stage companies starts at $15,000 a month and typically runs one to three months, about $15,000 to $50,000 in total. A Structural Rebrand starts at $25,000 a month and typically runs three to five months, about $75,000 to $350,000. Retainers start at $5,000 a month for design execution and $10,000 a month for a brand team 3 2.

Does Focus Lab do naming?

Focus Lab does not offer company naming. It may suggest names for sub-brands or products during brand architecture work and refers full naming projects to partner firms 3. For Braze, it built the identity after the company had renamed itself from Appboy 16.

How does a Focus Lab project run week to week?

Each week opens with a one-hour working session, typically on Monday afternoon or Tuesday. Focus Lab delivers work every Friday with a recorded walkthrough, and most clients gather their feedback on Mondays 3. Focused Branding typically runs one to three months and a Structural Rebrand three to five months 2.

Sources

  1. Focus Lab. The Future in Focus (Bill Kenney, January 13, 2023). Checked 9 Nov 2026.
  2. Focus Lab. B2B Branding & Rebrand Services | Focus Lab®. Checked 9 Nov 2026.
  3. Focus Lab. Frequently Asked Questions | Focus Lab®. Checked 9 Nov 2026.
  4. D&AD. Search results for focus lab. Checked 9 Nov 2026.
  5. Focus Lab. About | Focus Lab®. Checked 9 Nov 2026.
  6. LinkedIn (company page). Focus Lab | LinkedIn. Checked 9 Nov 2026.
  7. Focus Lab. Privacy Policy | Focus Lab®. Checked 9 Nov 2026.
  8. Focus Lab. Careers | Focus Lab®. Checked 9 Nov 2026.
  9. Focus Lab. Building Brands That Lead and Inspire | Focus Lab®. Checked 9 Nov 2026.
  10. Focus Lab. Contact | Focus Lab®. Checked 9 Nov 2026.
  11. Focus Lab. Work | Focus Lab®. Checked 9 Nov 2026.
  12. Focus Lab. Selected Client List | Focus Lab®. Checked 9 Nov 2026.
  13. Focus Lab. Conquer Your Rebrand: The Complete Playbook | Bill Kenney, Co-Founder of Focus Lab. Checked 9 Nov 2026.
  14. Amazon.com. Conquer Your Rebrand: Build a B2B Brand That Customers Love and Competitors Envy (Kindle Edition). Checked 9 Nov 2026.
  15. Focus Lab. Behind Marketo's Logo and Rebrand | Focus Lab®. Checked 9 Nov 2026.
  16. Focus Lab. Braze Rebranding & Identity | Focus Lab®. Checked 9 Nov 2026.
  17. Focus Lab. Salesloft Brand Strategy & Identity | Focus Lab®. Checked 9 Nov 2026.
  18. Focus Lab. Contentstack | Focus Lab®. Checked 9 Nov 2026.
  19. Focus Lab. Client Press List | Focus Lab®. Checked 9 Nov 2026.
  20. Focus Lab. focuslab.agency sitemap. Checked 9 Nov 2026.
  21. Focus Lab. Fabricators & Manufacturers Association | Focus Lab®. Checked 9 Nov 2026.
  22. Focus Lab. AI-Ready Brand Guidelines & Tools for B2B. Checked 9 Nov 2026.
  23. Focus Lab. PolyAI Brand Strategy & Identity | Focus Lab®. Checked 9 Nov 2026.
  24. Focus Lab. Sett Brand Identity Case Study | Focus Lab. Checked 9 Nov 2026.
  25. Focus Lab. Huntress. Checked 9 Nov 2026.
  26. Focus Lab. Rebranding Focus Lab | Focus Lab®. Checked 9 Nov 2026.
  27. Focus Lab. Zuora Brand Strategy & Identity | Focus Lab®. Checked 9 Nov 2026.