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InFocus was more than just a client. It was the beginning.
When Matt Watson made the decision to leave Nike to care for his father, he knew the road ahead would be uncertain. He had spent years at the top of the global brand world, leading major initiatives, including Nike’s first product launch under their new NFL contract. Walking away wasn’t easy, but family came first.
During this transition, an opportunity emerged—an introduction to InFocus. It started as a freelance engagement, a small project that would help bridge the gap. But it quickly became something bigger. This was the foundation of Watson as an agency. This partnership provided not only stability but the ability to hire a team, build a business, and take on the kind of strategic, brand-defining work that would shape Watson for years to come.
Founded in 1986, InFocus was the pioneer of digital projection. From inventing the first digital projector to launching the world’s first DLP projector, the company had a history of firsts that shaped the display industry. Its technology had made its way into boardrooms, classrooms, hospitals, and even the White House Situation Room.
But as the market evolved, so did the challenges. Competition was fierce. Touch displays, video conferencing, and collaborative tech were becoming standard in business and education. InFocus needed more than just another product launch. They needed a comprehensive strategy—one that would redefine their brand, sharpen their market position, and create meaningful connections with businesses, educators, and governments worldwide.
Watson took on the challenge, working at the highest levels of the company to drive a full-scale marketing transformation.
InFocus needed to tell a stronger story—one that reflected its legacy of innovation while positioning it for the future. Watson started with a deep dive into the brand, conducting workshops with executives, engineers, and sales teams to align messaging with the company’s core strengths.
With a clear direction in place, Watson executed across every facet of the business, developing a strategy that spanned branding, product marketing, content creation, digital transformation, and B2B sales enablement.
InFocus had a rich history, but its brand story had become fragmented. Watson built a cohesive messaging framework that reinforced its credibility while making its innovations more accessible to modern buyers. The result was a streamlined brand narrative that balanced heritage and innovation, reinforcing InFocus as a trusted leader while positioning its latest advancements as the future of collaborative technology.
From the MondoPad to the J-Touch Series, InFocus was constantly innovating, but those products needed strong market rollouts. Watson led the launch strategies, ensuring that every release was supported by compelling messaging, high-impact visuals, and targeted campaigns that resonated with key buyers.
The B2B buyer journey had changed, and InFocus needed a stronger digital presence. Watson led the redesign of the website, overhauling the e-commerce experience, product pages, and lead generation funnels to improve engagement and conversion. With a focus on SEO-driven content marketing, Watson helped position InFocus as a thought leader, creating industry reports, case studies, and product guides that supported both direct sales and channel partnerships.
With a global footprint, InFocus needed a marketing strategy that spoke to businesses, educators, and government agencies alike. Watson developed multi-channel campaigns across paid search, display advertising, LinkedIn outreach, and programmatic media, ensuring that messaging reached the right audience at the right time.
InFocus wasn’t just selling direct—it was operating in a complex B2B channel ecosystem that included Microsoft, Sharp, Foxconn, and Google for Education. Watson worked behind the scenes to align the brand’s messaging with these strategic partners, creating co-branded marketing materials, sales enablement content, and joint campaigns that reinforced InFocus’s value in the market.
This wasn’t just a project. This was a partnership that spanned years, helping InFocus expand its market presence, strengthen its brand identity, and drive global adoption of its technology.
“As the VP of Marketing for one of Oregon’s 50 largest businesses, it’s my responsibility to hire an agency we can trust with our brand. After working together for nearly a decade, I can say that I have full confidence in Watson. From strategy to branding, content creation to marketing, I would highly recommend Watson and would absolutely rehire them for future work.”
— Loren Shaw, VP of Marketing, InFocus
For Watson, the impact went beyond the business results. InFocus was the first client, the foundation upon which the agency was built. It was the launchpad that allowed Watson to grow, to take on new clients, and to become the creative powerhouse it is today.
From branding to product marketing, digital strategy to global campaigns, Watson’s work with InFocus set the tone for everything that followed.
A legacy brand. A strategic partnership. A foundation for the future.
The partnership continues. As InFocus evolves to meet the needs of modern businesses, healthcare institutions, and educators, Watson remains a trusted partner in shaping the brand’s future.
New products, new challenges, and new opportunities lie ahead. But one thing remains constant—Watson’s commitment to telling the InFocus story in a way that connects, resonates, and drives growth.
InFocus: The technology behind collaboration. Watson: The strategy behind the brand.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
