In a world now saturated with screens, AI assistants, and always-on connectivity, the most enduring brands are those who evolve with purpose. InFocus, once a household name in projectors, has done just that—transforming itself into a powerhouse of modern collaboration technology.
Founded in 1986, the Oregon-based company built its reputation through the 1990s on cutting-edge projection systems used everywhere from boardrooms to classrooms. But as that category matured and commoditized, InFocus didn’t wait for irrelevance to creep in. Instead, they leaned into innovation—pivoting toward enterprise-ready tools for modern teamwork. Their breakout product, Mondopad, reimagined the touchscreen not as a novelty, but as a fully integrated collaboration hub—pairing HD display, video conferencing, annotation tools, and live document sharing in a single elegant interface.
And this wasn’t just a hardware upgrade. It was a signal to the market that InFocus wasn’t clinging to the past—it was building the infrastructure for the future of work.
Branding the Reboot
To communicate that evolution, InFocus partnered with Watson Creative on a multi-year repositioning initiative. From visual strategy to digital presence, content creation to motion work, Watson’s charge was clear: take a complex, product-heavy company and make it human.
“The tech world too often hides behind buzzwords or flat, formulaic marketing,” said Matt Watson, Founder and Creative Director at Watson. “InFocus had already done the hard work—innovating their product lineup. What they needed was a brand system and story that matched that boldness.”
Watson Creative developed a refreshed identity that reflected InFocus’s role as a collaborative catalyst, not just a screen provider. Campaigns and videos focused on people, not pixels—highlighting real-world applications and stories from the front lines of innovation.
