Global Tech Company Reborn
In a world saturated with screens, AI assistants, and always-on connectivity, the brands that endure are those that evolve with purpose. InFocus, once synonymous with projection technology, has done exactly that—transforming itself from a legacy hardware brand into a modern collaboration platform built for how teams actually work.
Founded in 1986, the Oregon-based company earned its reputation throughout the 1990s with cutting-edge projection systems found everywhere from classrooms to corporate boardrooms. But as the category matured and commoditized, InFocus did not wait for decline to set in. Instead, the company leaned into innovation, pivoting toward enterprise-ready tools designed for contemporary collaboration.
That shift came into focus with Mondopad, a breakout product that reframed the touchscreen not as a novelty, but as an integrated collaboration hub. High-definition display, video conferencing, annotation, and live document sharing converged into a single, elegant interface. It was more than a product evolution. It was a statement of intent.
InFocus was no longer clinging to what it had been. It was building infrastructure for the future of work.
Branding the Reboot
To communicate this evolution, InFocus partnered with Watson Creative on a multi-year repositioning initiative. The mandate was clear: take a complex, product-driven technology company and make it human.
From visual strategy to digital presence, content creation to motion work, the effort focused on aligning external perception with internal conviction. The technology had already advanced. The brand needed to catch up.
“The tech world too often hides behind buzzwords or flat, formulaic marketing,” said Matt Watson, Founder and Creative Director at Watson Creative. “InFocus had already done the hard work by innovating their product lineup. What they needed was a brand system and story that matched that boldness.”
The resulting identity positioned InFocus as a collaborative catalyst, not simply a screen manufacturer. Campaigns and videos centered on people rather than pixels, highlighting real-world use cases and moments of teamwork across education, enterprise, and public-sector environments.
Listening Before Leading
The work was grounded in restraint. Watson did not arrive with predetermined answers or trend-driven solutions. The process began with listening.
“We’re not the kind of agency that comes in with a whiteboard full of answers,” Watson explained. “We started by listening. Loren Shaw and the InFocus team knew exactly where they wanted to go. Our role was to help sharpen and amplify that vision with the right creative tools.”
That mutual respect shaped every stage of the engagement. Rather than chasing novelty, the collaboration focused on future-proofing a legacy—clarifying what InFocus stood for, where it was headed, and why that direction mattered.
“We know who we are, and who we’re becoming,” said Loren Shaw, former Marketing Director at InFocus. “What made working with Matt and his team different was their ability to translate that internal conviction into a story our customers could believe in, rally around, and share.”
Early Momentum, Enduring Impact
The timing proved critical. As AI, edge computing, and hybrid work models began reshaping how organizations collaborate, the rebrand helped reposition InFocus as a solutions partner rather than a hardware vendor.
The work laid a foundation for stronger sales enablement, clearer product storytelling, and more intuitive UX and UI systems across both digital and physical channels. More importantly, it aligned brand, product, and culture around a shared narrative of progress.
As of 2025, InFocus continues to advance its role in collaborative technology, integrating intelligent software, seamless connectivity, and industry-specific solutions for education, government, and enterprise environments.
“InFocus was my first client after leaving Nike,” Watson reflected. “They’ll always hold a special place for me. It’s been an honor to watch them reimagine who they are, and to help shape that next chapter together.”
About Watson Creative
Watson Creative is a design-led business consultancy based in Portland, Oregon. Founded by Matt Watson—whose 11-year tenure at Nike shaped his approach—the firm offers a comprehensive suite of business-driven design services, including:
- Brand management and strategy
- Rebranding, digital design, VIP and athlete branding, and business strategy
Learn more: www.watsoncreative.com
About InFocus Corporation
InFocus Corporation is a privately-owned company based in Tigard, Oregon. Founded in 1986, InFocus Corporation develops, manufactures, and distributes DLP and LCD projectors, as well as collaborative technology solutions. InFocus Corporation is one of the 50 largest companies based in the state of Oregon.
Learn more: www.infocus.com
