Osvaldo Osorio
November 26, 2024

Bill Kenney: The master of rebranding.

Por Osvaldo Osorio
Author of Conquer Your Rebrand / CEO of Focus Lab. Read more about him: https://www.linkedin.com/in/billskenney/

When you think of a digital hero, Bill Kenney might not be the first name that comes to mind—unless you’ve delved into the world of impactful branding. Bill, the co-founder and creative visionary behind Focus Lab, has been quietly shaping how businesses tell their stories through thoughtful design, seamless strategy, and a commitment to meaningful partnerships. His journey? A perfect blend of grit, passion, and relentless curiosity.

From Humble Beginnings to Agency Stardom

Bill’s story isn’t about overnight success. Like most creative pioneers, he started from scratch, building his skills brick by brick. With a background in graphic design, he ventured into the design world with a drive to create brands that resonate beyond logos and color palettes. He co-founded Focus Lab in 2010 with Erik Reagan, turning a two-person side hustle into one of the most respected branding agencies globally.

The duo didn’t just focus on growth—they focused on values. For Bill, creativity is a tool to solve real problems and foster connections between businesses and their audiences. It’s no wonder Focus Lab has become synonymous with authenticity and impact.

What Makes Bill Kenney a Digital Hero?

  1. Unwavering Commitment to Craft
    Bill’s philosophy centers on the idea that design should be human-first. At Focus Lab, this ethos is clear. Each project, from branding startups to refreshing global giants, reflects meticulous care and strategy. Bill doesn’t just chase trends; he builds timeless systems.
  2. Empowering the Team
    As a leader, Bill isn’t about micromanaging—he’s about empowering. He cultivates an environment where creativity flourishes, inspiring designers, strategists, and developers to push boundaries. His leadership style makes Focus Lab more than an agency; it’s a creative family.
  3. Education and Sharing
    Bill loves giving back to the creative community. Whether through talks, workshops, or Focus Lab’s incredible content, he generously shares insights about branding, process optimization, and business growth. His transparency has made him a role model for many aspiring designers.

Lessons We Can Learn from Bill

  • Collaboration is King: Bill’s success isn’t a solo act. His partnership with Erik Reagan is proof of how shared vision and trust can lead to greatness.
  • Keep It Human: Whether designing or leading, always put people at the center. Bill’s approach reminds us that relationships matter as much as the work itself.
  • Evolve with Purpose: Growth isn’t just about scaling; it’s about staying true to your values. Focus Lab’s journey embodies this principle.

Why Bill’s Story Inspires Me

Bill Kenney isn’t just a branding expert—he’s a reminder that design has power. It can connect, inspire, and transform. His dedication to excellence and authenticity resonates deeply with me as a designer striving to create work that matters.

If you’re looking for inspiration to build brands—or even a business—that stands the test of time, look no further than Bill and his incredible journey. Thanks for showing us that great design isn’t just about aesthetics, Bill—it’s about purpose.

And one more thing...

Conquer Your Rebrand

As if his contributions to the design world weren’t already impressive, Bill recently channeled his expertise into writing Conquer Your Rebrand. This book is a masterclass in navigating the rebranding process with confidence and clarity. Drawing from years of experience at Focus Lab, Bill offers actionable insights, real-world examples, and strategic frameworks to help businesses tackle one of the most daunting challenges in their branding journey. It’s not just a guide—it’s a toolkit for making bold, informed decisions that lead to meaningful transformation.

The Debrief on Youtube is a gem.

You have to check out the stories behind the rebranding processes of Focus Lab's clients. Almost every brand they touch turns to gold—yes, in financial terms. It feels like magic!

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