When New York-based independent film production company Good Machine (soon to be Focus Features) was acquired by Universal Pictures, they had just three weeks to deliver a new brand identity for the fledgling company. If it missed the mark, Universal Pictures would brand it themselves.
Having crafted key art and collateral for Good Machine we understood the client and quickly grasped the challenge. The new brand, an endeavor approved by both Good Machine and the executives at Universal is now, more than a decade later, the iconic Focus Features logo is recognizable throughout the world and the category-defining brand we created for them are still going strong.