Client: FocusUp
Project: Website design, brand design, messaging guidelines
Industry: Nonprofit
When FocusUp first came to us, they didn’t have a brand, a website, or even a clear go-to-market plan.
What they did have was something powerful: a simple idea that could save lives.
FocusUp was founded by David Matheny, a teacher in the Vancouver, Washington school district.
He had created a deceptively simple tool: a small windshield checklist designed to help teen drivers stay focused before they start the car.
But like many early-stage nonprofits, he was stuck at the starting line:
What he did know was his goal: Get this checklist into the hands of as many teen drivers as possible.
In fields like aviation and medicine, checklists are standard. They reduce human error in moments where focus matters most.
Driving is no different.
FocusUp’s checklist acts as a visual cue placed in the upper-left corner of the windshield—a moment of pause before action.
A simple but powerful routine:
It’s a small intervention designed to create a big behavioral shift.
Rather than overbuilding, we focused on what FocusUp needed right now to start making an impact.
We partnered closely with David to define:
From there, we built a lean but effective foundation:
We developed a messaging framework that clearly communicates:
We created a clean, approachable visual identity (logo, icons, and brand guidelines) that reflects both:
We designed and developed a one-page website built to do three things:
The experience itself reinforces the message.
As users scroll, they follow a moving road, encountering distractions like passing bikes and buses along the way.
It’s intentional.
Because distraction is exactly the problem.
And by the time users reach the end of the page, the value of a simple focusing mechanism becomes clear.
With a clear message, a cohesive brand, and a focused digital presence, FocusUp went from concept to launch-ready.
They now have:
Most importantly, they’re positioned to start getting their checklist into the hands of the drivers who need it most.
Early-stage organizations often think they need to build everything before they launch.
They don’t.
They need the right things:
That’s what turns ideas into momentum.
Have an idea that needs to get off the ground?
We help organizations turn early concepts into real-world impact, fast.