Client: Huntress

Brand Identity For Huntress

Their identity wasn’t broken—it was blending into cybersecurity sameness.

Focus Lab partnered with Huntress to evolve its brand identity, aligning its visual and verbal expression with its growth and leadership in cybersecurity. The refreshed identity communicates confidence, maturity, and trust while maintaining the company’s approachable personality.

More in white, brown

Insights

The main problem wasn’t a failed identity; Huntress already had strong equity in cybersecurity, but outside that circle it looked too similar to competitors. Focus Lab’s job was to expand the system, not replace the logo or character.
The biggest visual shift was the palette: it moved from teal-centric to a wider system with charged magenta, high-contrast lime green, and vivid orange, designed to work in both dark and light modes as a “field of energy.”
Focus Lab also delivered a custom AI image-generation tool: a purpose-built GPT trained on Huntress’s art direction. It uses tokens for composition, environment, lighting, and mood so non-designers can generate on-brand imagery.
The project reflects Huntress’s scale-up context: founded in August 2015, now based in Columbia, Maryland, with $309.8M raised, a $150M Series D in June 2024, and 105,000+ organizations protected across 4M+ endpoints.