The Brand Strategy round set up a solid concepting round, where the design team honed in on “flags” as a solid direction. New nations rally behind their flag, the visual representation of their independence, a unifier of many, and the hard-fought result of revolution. The concept carries well for Assembly, a revolutionary platform that rejects the company and uplifts the creating power of individuals who come together. Exploring signal flags led Focus Lab into the world of naval signals and into morse code. Focus Lab fleshed out a look that combines code with banner-flags. The result was colorful, interesting, and highly unique. The new brand experience captured Assembly’s essence of people and idea sharing. Focus Lab carried that forth across strong, clean UI and UX.