Reinvigorating a corporate comms suite
Focusrite plc is a global audio technology group with a clear purpose, to “enrich lives through music”. Luminous had the exciting opportunity to revitalise its entire corporate suite, which included a brand refresh, a new corporate website and its Annual Report.
After a period of transformational growth, including some major acquisitions, Focusrite needed to reposition itself for its next chapter and create a brand and communications suite which reflected a modern, innovative and dynamic group.
With a diverse range of over 10 portfolio brands spanning content creation and audio reproduction, the group brand needed to unite its family of brands and tell a unified story. With investors being a primary audience, it also wanted to create a sense of excitement around the investment opportunity and its products, while also showcasing its strong track record and ESG credentials.
To kick things off, we facilitated a communications workshop to get to the heart of what makes the company different and how it wants to be perceived. This gave us the key ingredients to refine its brand narrative to tell a clearer, more succinct and emotive story.
To determine visual distinctiveness in a crowded space, we conducted a peer analysis and assessed the communication styles of the portfolio brands. This helped us develop a design system that elevates the group brand while aligning with the entire portfolio and creating greater differentiation from its largest sub-brand.
Using these insights we developed a vibrant new colour palette, a bold and flexible typeface, an imagery suite and a series of brand textures, and developed the tone of voice to showcase the new purpose, mission and vision, and values, with copywriting examples and brand applications.
The new brand toolkit contains everything Focusrite needs to create brand materials in a creative but consistent and collaborative way. With the corporate brand now established, we then got to work developing the new website and Annual Report.
For the website, we used previous analytics data to understand how audiences were using the site and where performance could be improved. We used these insights to inform a new structure and navigation for the website which overhauled the user experience.
This involved elevating the ESG story, developing optimised landing pages for key sections and showcasing its brand more effectively. The brand textures, typography and moving image content were all used to give the site a modern and dynamic feel.