Assembly was a comprehensive online platform where global makers connected and collaborated to create software services, websites, and mobile apps, managing processes and mitigating needs from start to success. When they approached Focus Lab, they lacked an ownable identity and an engaging web presence.

Their existing brand lacked storytelling around their values and extensive platform capabilities. And their gear mark misled people to associate them with manufacturing. Focus Lab’s challenge was to create and build a full branding and web experience that captured the interpersonal aspect of the platform, simplified a complex subject, built trust of the target audience, and gave robust life to the overall visual experience. All work completed while at Focus Lab.

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CONCEPTUAL DIRECTIONS

New nations rally behind their flag, the visual representation of their independence, a unifier of many, and the hard-fought result of revolution. The concept carries well for Assembly, a revolutionary platform that rejects the company and uplifts the creating power of individuals who come together.

02. Periodic Table

The most basic component of everything around us, elements are the quintessential representation of independence and, when combined, the strength of collaboration, and the creation of something important. The period chart as a whole represents the organization of these elements.

03. Basic Shapes

From tangram exercises at school, to imaginative Lego wonderlands, we learned young the power of putting pieces together–a concept comes alive at Assembly. This concept allows us to simply tell the story of Assembly. Given the simplicity of the components, the application is limitless and versatility maximized.

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"Our rebrand and new homepage resonated and helped us connect with new members. To the tune of 60% growth in signups from the Assembly homepage."

– Matt Deiters, Founder & CEO of Assembly

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