Business operators in Red Deer might consider Hwy 2 a threat, with the multitude of competitors lurking 150 km away in either direction.
But Focus Design Group took advantage of its central location on the Calgary-Edmonton corridor to snatch a plum piece of work from under the noses of its counterparts in the Alberta capital.
The brand identity firm, which is celebrating its 15th anniversary, last year did a brand overhaul for the City of Leduc.
“Everything, right from the logo, all of their communication material, lots of new signage in the city,” said Focus Design Group founder and principal Dwayne Holland in describing the year-long project.
The Red Deer business had previously done work for the municipality, but wasn’t optimistic when it challenged larger bidders for the contract. However, city officials felt Focus Design Group understood Leduc’s needs best.
“The funny thing is, our proposal was the most expensive,” said Holland, explaining the importance of really understanding a client’s branding needs.
He added that it’s also critical to involve them in the brand development process.
“If they don’t own it, we’ve given them some pretty pictures and it’s a lot of time and money wasted.”
After the right brand identity has been developed, related materials can follow: business cards, brochures, a website, ads, billboards, annual reports, and so on. These “foundational brand tools,” said Holland, can take a business from handshake to sale.
Focus Design Group’s other municipal clients have included Red Deer, Lacombe, Ponoka, Hanna, Mirror, Alix, Irricana, and Lacombe and Mountain View counties.
“Our portfolio is strong in that area,” said Holland, adding that his firm also works with businesses and other organizations of a variety of sizes.
Born and raised in Manitoba, Holland came to Red Deer in 1993 to accept a job with a local graphic design firm and to be closer to his wife Heather’s hometown of Trochu.
Two years later, he started Focus Design Group with his business partner Marvin Collier. The fledgling firm soon graduated from Holland’s basement to modest commercial premises, even hiring a staff member.
The partners realized, though, that there wasn’t enough work to support them both. They agreed to go separate ways.
Still, it was a struggle for Holland to support even himself.
“In our earlier days, it would be run, get all the projects done, meet all the deadlines, go look for some more work, run.”
He accepted anything that came through the door, and despite having a young family, often worked through the night to deliver.
“You’d help with the kids, get them to bed, and then start the second shift.”
Heather, who is a partner in Focus Design Group, was a crucial ally, he confirmed.
“She’s definitely the one who keeps me sane and advises me when I’m thinking big business decisions.”
Parkland Savings, which later became Community Savings and last year merged into Servus Credit Union, provided Holland and his business with an early boost.
“It was kind of our bread and butter for a while,” he said, adding that the financial institution also gave Focus Design Group credibility.
Later wining the job of rebranding the City of Red Deer provided a foothold in the municipal market.
“That one kind of put us on the map and really opened the door for us to be able to get a lot more.”
Today, said Holland, Focus Design Group can be selective in the types of services it provides.
“Now we try to bring a lot more strategy into our services, where before it was more on the visual-creative.”
The company has a six-person staff, and works with a number of freelancers. It also has a “strategic partner” in the person of Bob Webber, owner of Down to Earth Communications in east-Central Alberta.
A communications strategist with a background in the advertising industry, Webber played a key role in the rebranding of Leduc, said Holland.
hrichards@www.reddeeradvocate.com