Assembly

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.

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We created a brand system that captured Assembly’s many moving parts. The end result was bold, moveable, and interactive. The flexibility and implicit motion in the new mark was complemented in the experience design and development via clever animation within a single vertical funnel. We elevated and exposed the large community of Assembly users on the website by adding a grid of user avatars. The resulting experience was one of simplicity, engagement, and clear pathfinding.

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 and CEO of Assembly
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The Brand Strategy round set up a solid concepting round, where the design team honed in on “flags” as a solid direction. 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. Exploring signal flags led us into the world of naval signals and into morse code. We fleshed out a look that combines code with banner-flags. The result was colorful, interesting, and highly unique. The new brand experience captured Assembly’s essence of people and idea sharing.

The new brand experience captured Assembly’s essence of people and idea sharing.

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We created a brand system that captured Assembly’s many moving parts. The end result was bold, moveable, and interactive.

A look at the process behind the visual branding efforts

A complex platform with many points of information and interaction.

The Assembly team asked us to help them distill their messaging and simplify the information on their landing page. A complex platform with many points of information and interaction, their existing site lacked hierarchy and appropriate user funnels, and the content therein was jumbled, lacked cohesive storytelling and tended to repeat itself. We worked with them to streamline messaging and calls to action, create a path to content acquisition for primary users, and separate out the content relevant to secondary users.

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From the brand process to the wood shop, watch as we bring the Assembly brand to life.

Directed and produced by Focus Lab