All designers have to face this question in their career: Do I work in-house, freelance, or for an agency?

Having worked both in-house (and hating it) and freelance (not hating it, but also not loving it), I turned to the third option: agency.

The more research I did and the more I learned about myself I realized I should’ve started with an agency. I love getting to specialize on brand strategy and visual identity design while working with a range of clients.

Introduction to Focus Lab

I first learned about Focus Lab when I was at Circles Conference in Dallas this past September. The CEO was a panelist, and the things he had to say about the job market and about how he hires at his company stuck out to me, so I looked him up, and I’ve been following his and Focus Lab’s journey ever since.

There are many reasons I want to work for Focus Lab, but I’ll try to sum it up in these 7:

1. Bill Kenney

2. Conquer Your Rebrand

3. The “Culture”

4. The Focus Lab Reel

5. Growth and Learning

6. The Core Values

7. B2B Branding w/ Soul

1. Bill Kenney

Bill first caught my attention at the Circles earlier this year. After connecting with him on LinkedIn, I didn’t expect much other than polite acknowledgment. Instead, every interaction has been thoughtful and genuine. He responds quickly and intentionally, and he never makes reaching out feel one-sided. Seeing the same care in how he supports and uplifts his employees and clients on LinkedIn makes it clear this isn’t performative. Culture starts at the top, and Bill embodies the kind of leader I want to work for.

2. Conquer Your Rebrand

Bill’s book gives an inside look into the Focus Lab process and perspective on branding which was cool and not something you get to see from many agencies, but what stood out most was the clarity around how Focus Lab guides clients through these big projects. Rebranding is more than just a cosmetic shift; it’s an organizational one too. It was incredibly refreshing to read a branding book with NEW insights. Very good read.

3. The “Culture”

“Company culture” is often overused and underdelivered. Focus Lab seems different. The way the team supports one another publicly (from what I’ve seen on LinkedIn) and the way clients engage in the comments section are all green flags. It looks like an environment where everyone feels invested in each other. That kind of culture doesn’t happen by accident.

4. The Focus Lab Reel

The reel video on the agency’s homepage is amazing. Every choice (the music, the pacing, the motion, etc.) feels intentional. It’s confident and swaggy without shouting or being obnoxious. That level of craft and restraint is what I aspire to achieve in my work.

5. Growth and Learning

I take on a lot of freelance projects, and it’d be so nice to talk to human beings, not just the Susan B. Anthony bust on my desk. Focus Lab does collab sessions and design critiques with their team. A low-ego culture creates the perfect conditions to collaborate with and learn from other people who will challenge my thinking, sharpen my taste, and help me improve my craft.

6. The Core Values

Focus Lab’s core values aren’t just aspirational buzzwords. They‘re operating principles. I believe in putting real effort behind what I work on. I believe no one is above anyone else. I believe great work comes from mutual trust, shared accountability, and people bringing different strengths to the table. Focus Lab’s values align closely with how I already show up.

I especially love the value “All Over Ego.” I even designed a poster to hang in my home office.