When entrepreneur Chris Wright developed a breakthrough approach to treating ADHD through cognitive therapy rather than medication, he needed an identity that captured the essence of focus and concentration. Whiteboard partnered with Wright to create the Foci brand identity, building on the name's connection to focused attention. The visual language we developed centers around concentration and mental clarity, translating complex cognitive concepts into approachable design elements. Our identity system reflects the innovative nature of brain mapping technology while maintaining accessibility for families seeking alternatives to traditional ADHD treatments. The brand positions Foci as a trusted partner in cognitive development.