Focus HQ Brand Relaunch
How Swiss Professionals helped an enterprise PPM platform rebuild its visual identity and elevate its brand presence for global growth.
- PROJECT TYPEBrand Strategy and Messaging Framework
- CLIENT LOCATIONSydney, Australia
- IndustrySaaS, Project Management
- DURATION2 weeks
The Client
Focus HQ is a cloud-based Project Portfolio Management (PPM) platform that unifies governance, analytics, and collaboration, enabling organizations to deliver projects on time, on budget, and with measurable benefits.
The Challenge
Despite its robust platform and proven results, Focus HQ lacked the clarity and consistency needed to scale internationally. The brand’s messaging was highly technical, its marketing fragmented, and its digital presence minimal compared to leading SaaS competitors.
Key challenges included:
- Outdated UX and website content lacking engagement and clarity for conversions.
- Messaging that resonated only with PMO directors, not broader decision-makers.
- Lack of case studies, testimonials, and brand consistency across channels.
The goal was to define a unified brand story and communication framework that could scale globally and connect with both enterprise and government audiences.
Our Approach
Swiss Professionals delivered Phase 1 – Brand, Storytelling & Strategy, designed to define who Focus HQ is, what differentiates it, and how to communicate it consistently across all channels.
How we worked:
- Deep-dive analysis: internal and external audit, competitor benchmarking, and buyer journey mapping.
- Core discovery: identification of customer pain points, Focus HQ’s strengths, and differentiators.
- A 3-hour remote brand workshop with multiple feedback loops to align leadership and marketing, creating space for strategic refinement and clarity.
Deliverables
We designed a 2-hour interactive workshop for the founding team. Through structured questions and exercises — more like a guided conversation than homework — we uncovered the essence of Dexterous’ brand: their inspiration, their vision, and the real impact of their technology.
1.
Value Proposition Framework
Scaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart
A clear, one-page foundation capturing the essence of Focus HQ’s promise
1.
Messaging Hierarchy
Scaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart
From brand promise and value pillars to product use cases and proof points.
1.
Tone of Voice Guidelines
Scaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart
Defining a serious yet humanized voice – strategic, confident, and clear.
1.
Communication Strategy
Scaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart
Outlining channels, cadence, and content themes for marketing and sales alignment.
1.
Brand Messaging Booklet
Scaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart: How Startups Can Grow Without Breaking OpsScaling SmartScaling Smart
The north star for all future marketing and design efforts.
Value created
The engagement provided Focus HQ with strategic clarity and brand alignment across all levels.
Key outcomes:
- A unified, investor-ready brand narrative.
- Clear positioning and messaging across target segments.
- Tone of voice and communication framework adaptable to global audiences.
- Strategic alignment between leadership, marketing, and product teams.
- Clarity
A defined brand narrative that sharpened Focus HQ’s positioning and value proposition.
- Alignment
Leadership, product, and marketing gained a unified understanding of how the brand should communicate.
- Consistency
A structured messaging framework that ensures clarity across sales, marketing, and partner communication.
- Relevance
A communication system built to resonate with enterprise and government buyers in multiple markets.
Adrian Tyler
Focus HQ, Australia
“What a brilliant experience we have had with Swiss Professionals.
“What a brilliant experience we have had with Swiss Professionals. Thank you to David and the whole team for very quickly honing in on our pain points and shaping a modern, and compelling solution for us! “
“We are a SME software company with an aging brand, and through Swiss Professionals, this was fully renovated and innovated to truely tell the story of our unique offering. Thank you team!”
