In February 2012, Dressmann rebranded its entire concept with a completely new logo and a new concept for their stores. Focus was involved in an early stage and helped Dressmann to create the new concept. The logo that was designed became three-dimensional and ended up looking exactly like the signs in the commercials. The design was inspired by characteristically masculine expressions in which Formula 1 meets rock ’n’ roll. Brightly shining red letters with chrome edges either stand alone or are mounted on a shiny black box with curved edges, chrome trims and visual bolts. Focus made 1,300 signs for Dressmann. All these were installed at the same time, in seven countries, at 370 sites within a span of only 12 days.