“This recognition is a testament that creativity does not differentiate between B2B and B2C. Winning this award amidst B2C stalwarts was a recognition of what we have always set out for. The ThoughtFocus identity was more than a visual exercise. It was about giving a world-class brand the language to express who they truly became,” said Reshma Bhudia, CEO, Toss the Coin Limited.

About the ET Awards for Design & Creativity

The Economic Times Awards for Design & Creativity recognize excellence at the intersection of design, innovation, and impact. The platform honors work that goes beyond aesthetics, celebrating ideas that build stronger brands, create meaningful connections, and drive measurable business outcomes across industries.

This positions TTC among agencies redefining how design brings clarity, consistency, and impact to complex enterprise environments.

The Brief: Redefining ThoughtFocus as an AI-Led Innovation Partner

ThoughtFocus, a U.S. headquartered technology company with over 3,000 employees across five countries, approached Toss the Coin with a clear challenge: to evolve a brand identity aligned with the scale and direction of its global operations. Backed by H.I.G. Capital, ThoughtFocus operates with the agility of a boutique firm and the infrastructure of a global enterprise. To support its evolution, it established the ThoughtFocus AI Lab and a dedicated AI Czar Office, instrumental commitments that signaled a structural shift in how the organization was applying emerging technology across its operations.

As ThoughtFocus strengthened its commitment to bold innovation, its brand identity and visual language needed to evolve to reflect this ambition, deepening resonance with customers, partners, and talent across key sectors including banking, financial services, insurance, healthcare, and manufacturing.

The brief to Toss the Coin was clear. It was to translate that maturity into a brand that could carry the weight of where ThoughtFocus was headed. The scope spanned brand strategy, competitive positioning, visual architecture, and messaging frameworks, with the visual identity system at its core.

The Creative Solution: Clarity by Design

Inspired by the idea of Clarity in Complexity, where clarity becomes the ultimate currency in a world of constant transformation, TTC built the identity around two powerful symbols:

●        The Thought Bubble, representing curiosity and AI-led thinking 

●        The Focus Lens, embodying precision and smarter decision-making 

Together, they bring to life ThoughtFocus’s core positioning: Fearless by Design. Innovative by Nature.

The result is a brand built not just to look different, but to think differently, consistent across global markets and instantly recognizable across touchpoints. More importantly, it enables ThoughtFocus to communicate with greater clarity, build stronger market recall, and create more consistent, high-impact interactions across customer and stakeholder touchpoints.

Echoing this, Nick Sharma, CEO, ThoughtFocus, said: “Toss the Coin brought together creativity, storytelling, and strategic clarity to build a brand that truly reflects who we are and where we are headed. The identity is not just distinctive it is future-ready, giving us the confidence to scale consistently across markets and engage more effectively with our customers and stakeholders.”

For ThoughtFocus, the recognition marks a step forward in establishing a brand that reflects its ambition, capability, and readiness to lead in an AI-driven future.

About Toss the Coin Limited

Toss the Coin Limited is a growth-accelerating, full-suite B2B marketing consulting agency with over 13 years of experience and a team of 75+ creative problem solvers, serving 150+ referenceable customers. Operating at the intersection of AI-infused workflows, impactful storytelling, and visual communication, TTC helps businesses grow through marketing strategy that is creative, responsible, and sustainable. A proud woman-first organization, TTC is ISO 27001:2022 certified and listed on the BSE.

Learn more: www.tossthe.co.in

About ThoughtFocus 

 ThoughtFocus is a domain-led, engineering-driven technology and services partner that enables organizations to build and upgrade core applications and platforms, scale operations, and embed responsible AI. Headquartered in the United States and supported by a global team of 3,000+ experts across five countries, we combine deep industry knowledge with disciplined engineering execution to solve complex business challenges. The organization has a rich heritage of working with global leaders in capital markets, mortgage and lending, payments, banking, insurance, healthcare, higher education and manufacturing for over 22 years and is backed by leading PE investors like H.I.G. Capital. Learn more: https://thoughtfocus.com/

Media Contact

Toss the Coin Limited 

Saloni Peeti
saloni@tossthe.co.in