Media Kit

About First Focus

First Focus is Australia’s #1 Managed Service Provider, recognised for 7 years running by Cloudtango. Established in 2003, the company is 100% Australian-owned and has grown to over 300 staff, operating across all Australian states, New Zealand, and the Philippines.
Our core mission is to help businesses use technology to make a difference. We provide comprehensive IT services that cover end-user support, cloud services, security, and more. First Focus prioritises client satisfaction, offering fast responses, expert advice, and zero-risk solutions.

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Our Values

Live Curiously

We stay curious by asking thoughtful questions, listening closely, and clarifying when needed to ensure the best outcome. We’re driving change and innovation by questioning and fully understanding before taking action.

Always Communicate

We believe strong communication is key to success. We’re courageous in voicing opinions openly and transparently, while also asking for help, accepting feedback, and showing vulnerability. We start tough conversations when needed and share information and knowledge for everyone’s benefit.

Be The Solution

We take ownership of solutions. When we spot a problem, we act, solve it, and see it through. We’re accountable, removing obstacles, creating great solutions, and ensuring commitments are met.

Win Together

We succeed where others fail by collaborating with our team and customers. We value both the journey and the outcome, knowing that teamwork makes us agile, smart, and innovative. We strive for win-win agreements and celebrate successes together.

Keep It Simple

We actively simplify our work and that of our customers. We reject complexity, doing more with less, and ensuring simplicity in everything we do and say. We eliminate obstacles, streamline processes, and work smarter, not harder.

Wow The Customers

We truly care about our customers and strive to meet their needs in thoughtful, unexpected ways. We know “Wow” isn’t just about hitting targets—it’s about building strong, lasting relationships.

Never Stop Growing

We embrace new challenges and responsibilities, knowing they help us grow. Staying humble and open-minded, we believe we can learn from everyone and every experience.

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Brand Promise

First Focus is dedicated to providing:

The Best People: We recruit top talent across Australia, New Zealand, and the Philippines and support their growth through structured training and leadership.
Expert Advice: Our technical teams deliver balanced, vendor-neutral advice.
Fast Response: We pride ourselves on industry-leading response times for both routine and complex projects.
Zero Risk: We focus on eliminating risks for our clients with our proactive and comprehensive support.

Leadership Team

Ross Sardi — Chief Executive Officer
Phil Barton — Chief Customer Officer
Neil Smith – Chief People Officer
Naveen Shettar – Chief Operating Officer
Karl Richardson – Chief Technology Officer
Brendan Ritchie – Chief Growth Officer

Accolades and Recognition

Named Australia’s #1 Managed Service Provider for 7 consecutive years by Cloudtango
ISO 27001 certified, externally reviewed and audited annually
First Focus was recognised as one of Australia’s top 10 best places to work in the 100+ staff category In 2024
First Focus was recognised as the Australian Veeam Rising Star Partner of the Year in 2023
First Focus has been recognised in the CRN Fast50 in 2013, and 2021. CRN Fast50 recognises the fastest-growing companies in the Australian IT Channel, based on year-on-year revenue growth
First Focus became a Finalist in CRN Impact Awards in 2021. The CRN Impact Awards celebrate Australian technology providers that deliver outstanding outcomes for customer organisations while building Australia’s innovation economy for the future
First Focus became a Finalist in ARN Innovation Awards in 2021. The ARN Innovation Awards celebrates ecosystem innovation and excellence across the technology sector in Australia
First Focus is consistently ranked in Channel Future’s MSP501 from 2018-2022
First Focus received a ranking in the first 50 of the Top 100 Vertical Market MSPs worldwide for its work in the Financial Services sector in 2021
First Focus is a winner of WRK+ Best Places to Work in 2021
First Focus is proud to work with three finalists named in the ARN 2021 Women in ICT Awards, which celebrates leading female front-runners across the Australian ICT channel

Visual And Design

Visual and Design Identity

Logo and Branding

The First Focus logo, with its forward-moving design, reflects growth, innovation, and attention to detail. It is a bold, dynamic representation of our commitment to helping businesses succeed through technology.

Colors

Our primary brand colors are Bold Blue, Bright Blue, and Grey, designed to communicate professionalism, confidence, and approachability. Secondary colors are used sparingly to add vibrancy and contrast.

Typography

Rubik is our primary typeface, used for all main content. For emphasis and quotes, Klavika adds distinction.

Voice and Messaging

First Focus adopts a tone that balances professionalism, expertise, and approachability. Our communications aim to:

Be clear and concise: Using simple language to explain complex technology solutions.
Encourage engagement and dialogue: Through warm, personable conversations that make technology accessible.
Demonstrate expertise: With a focus on industry insights and innovative solutions.

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Contact Information

For media inquiries or more information, please contact:

- Name: Brendan Ritchie
- Position: Chief Growth Officer
- e-mail: brendan.ritchie@firstfcous.com.au
- Phone: 040 750 1407