FutureBrand

SCI Ventures: Reversing Paralysis Through Innovation 🧬 FutureBrand London has created the brand identity and website for SCI Ventures a groundbreaking fund driving scientific advancements to reverse paralysis. Rooted in the concept of "investing in breaking through paralysis," the bold new identity reflects the brand’s authority and disruptive passion. Interconnected shapes illustrate their role in uniting science, technology, and funding, while an intuitive website ensures Life Science investors, medical professionals, and individuals with spinal cord injuries can effortlessly access essential resources. "FutureBrand truly captured who we are: expertise, collaboration, and pragmatism." — Adrien Cohen, Founding Managing Director, SCI Ventures A heartfelt thank you to everyone who contributed to this incredible project: SCI Ventures: Adrien Cohen Tom Londres Ian Curtis Roman Rothaermel FutureBrand London: Paul Silcox Sam Hollis Grace Potter Charlie Mason-Bishop Joe Warburton James Capenhurst Partners: Scott Humphrey #FutureBrand #DesignForImpact #Philanthropy #Innovation

Mastercard takes centre stage—how haptics is redefining accessibility in the world of brand. We’re proud to announce our work with Mastercard, in collaboration with our partners McCann, bringing their brand expression to life through innovative multisensory experiences. In a world where visuals dominate, we worked with Mastercard to further explore the untapped potential of multisensory branding, focusing on the sense of touch through haptics. This approach doesn’t just make brand interactions memorable; it makes them meaningful. The haptic is now a vital cog is Mastercard’s multisensory toolkit, delivering a unique vibration sequence when a payment is made. The haptic mirrors Mastercard’s already iconic sonic melody, providing an additional branding touch point as more and more people keep their cards in their wallets. At FutureBrand, we believe this is the future of branding: moving beyond the conventional to shape experiences that feel not only distinctive but truly human. Haptics help build trust and emotional connections, creating more inclusive and accessible interactions that resonate with diverse audiences worldwide. Hear more from Raja Rajamannar, Mastercard’s CMO, as he discusses the transformative work we’ve done together and how it’s shaping the future of branding in this article: https://lnkd.in/ewheaUnk #FutureBrand #Mastercard #MultisensoryBranding #Innovation

Luxury, Legacy, and Tech Transformations This month’s What’s Hot from FutureBrand Paris highlights how cross-category collaborations are redefining luxury, heritage, and technology to meet evolving consumer expectations and cultural trends. 🚀 Luxury in Orbit Prada Group partners with NASA - National Aeronautics and Space Administration to design lunar spacesuits for the 2025 Artemis III mission. This groundbreaking collaboration merges high-fashion craftsmanship with cutting-edge space technology, symbolising a new era of functional luxury—aspirational, essential, and ready to conquer Earth and beyond. 🥃 Heritage Reimagined Gleneagles and Glenfiddich unite to celebrate a century of Scottish excellence with a rare 49-year-old whisky. Encased in hand-blown crystal decanters, this collaboration blends time-honored craftsmanship and heritage, resonating with consumers who value authenticity and legacy in today’s modern world. 🕶️ Tech Meets Lifestyle Meta’s partnership with Ray-Ban Meta brings tech innovation to the forefront with Meta Lab, an immersive retail pop-up in Los Angeles. This collaboration features AI experiences, live events, and personalisation, and sets the stage for the next wave of culturally immersive, tech-driven retail experiences. These partnerships demonstrate the power of collaboration in pushing boundaries and engaging tomorrow’s consumers. As we look toward 2025, how could other brands adopt these strategies to lead in an ever-evolving world? Leave your predictions in the comments below! 👇

Welcome back to our "For You" series—a monthly roundup from FutureBrand Milan showcasing some of the most innovative, design-led events this December.   These exhibitions in Italy are a testament to the universal power of creativity to inspire and connect us all.   🎥 "For My Best Family" by Meriem Bennani at Fondazione Prada, Milan - Discover the transformative storytelling of Moroccan artist Meriem Bennani. With magical realism, humor, and a dynamic mix of animation and large-scale production, this immersive exhibition reimagines everyday realities in extraordinary ways.   🎨 Michelangelo and Power at Museo Di Palazzo Vecchio, Florence - Explore the interplay of art and authority through over 50 masterpieces, including sculptures, letters, and the iconic bust of Brutus. This exhibition offers a rare glimpse into Michelangelo’s political and artistic vision.   🖼️ "Marina Apollonio: Beyond the Circle" at Peggy Guggenheim Collection, Venice - Dive into the visionary world of Marina Apollonio. Spanning six decades, her bold contrasts and kinetic designs challenge perception and redefine artistic innovation.   Even if you can’t attend in person, let these exhibitions inspire you to explore creativity in your community. What design-led or cultural events are happening near you this month? Share your recommendations in the comments below. 👇 #DesignEvents #ArtExhibitions #InnovationInDesign #CreativeEvents #CulturalEvents

👥 Do personas still have a role to play in the design process? ‘Personas help stretch our thinking. They allow us to find meaningful and relevant opportunities for brands to be useful and emotionally resonant in the lives of audiences.’ - Paul Silcox, Executive Creative Director of Brand Experience at FutureBrand. In a recent Design Week feature, Paul highlights how robust, detailed personas can push designers into new creative territory, enabling them to uncover meaningful opportunities for brands to resonate emotionally and practically with their audiences. For critics, personas resemble a sort of bizarre fan fiction, where random details are layered on top of basic age-sex-location information. However, at FutureBrand, we believe personas can be truly effective by going beyond surface-level information, capturing a ‘factual and emotional journey map.’ This means building characters rich with context, including who they are, their backstories, goals, and priorities. For example, in FutureBrand’s work with Air India Limited, our team focused on large families and solo elderly travellers, who make up a large part of the airline’s customer base. We used these persona profiles to tailor the customer experience from pre-flight to arrival. Explore Paul’s perspective on evolving the use of personas to enhance brand experiences here: https://lnkd.in/ez69_uxE Are personas still a vital tool in the design process? Let us know in the comments below. 👇   #DesignLeadership #UserExperience #FutureBrand #BrandStrategy

💡 Reimagining a Brand Icon: Daniel Andersson on Jaguar's Bold Rebrand Jaguar’s bold rebrand continues to spark conversation and drive strong opinions online. Daniel Andersson, Chief Creative Officer at FutureBrand North America, shared an interesting perspective in The Wall Street Journal Discussing the role of design in sparking intrigue, challenging expectations, and expanding cultural relevance, Daniel said “Aesthetically, it doesn’t tell a compelling story from the video, [but] this is at least setting up some expectations. That’s exciting and intriguing, and it remains to be seen whether they deliver such things or not.” While the rebrand received mixed reviews, its true impact will unfold over time as the car manufacturer brings it to life through purpose and experience. For Jaguar, the story is still being written, and a promising chapter may yet lie ahead. Check out Daniel’s full take on the Jaguar rebrand in The Wall Street Journal https://lnkd.in/ez3Z3zwT What are your thoughts - Does the reveal reflect an iconic car brand striving to expand its cultural relevance? Let’s discuss! 💬 #Jaguar #Design #Rebranding #FutureBrand

Crafting Aimon: A New Era in Sustainable Seafood Introducing Aimon—a new ultra-premium salmon brand that places sustainability at its core. Created by Cermaq Chile and our team at FutureBrand São Paulo, Aimon showcases the finest quality salmon through advanced, stress-free farming techniques. Over three years, the FutureBrand São Paulo team has innovated a brand identity that embodies Aimon’s commitment to quality and environmental responsibility. In developing the brand name, our São Paulo team collaborated with colleagues in Asia to honour Brazil's rich Japanese heritage—home to over 1.8 million Japanese descendants. The name "Aimon" beautifully blends "ai," representing the colour of the salmon and the traditional hues of Samurai armour, with "mon," symbolising a gateway to Japan. As Matias Cirano from Cermaq Chile reflects, “Salmon is a staple on Brazilians’ tables, particularly in Japanese cuisine. Being able to offer a sustainable, ultra-premium product is a source of pride for us.” Congratulations to our São Paulo team for their amazing work on this project! It elevates the seafood market and champions sustainability—something we can all support. #FutureBrand #Sustainability #BrandDesign #Aimon

The evolution of the car dealership: shifting from transactional places to experiential spaces. The automotive industry is undergoing a dramatic shift. With online access to vehicle specs and details, car buyers are more informed than ever, making purchases more straightforward and streamlined. As a result, traditional car dealerships are being pushed to evolve beyond transactional spaces into immersive, experience-driven destinations. In this article, Filippo Vidal, Director and Partner at FutureBrand São Paulo, explores five key trends shaping the future of car dealerships. What do you think is the most important trend in transforming the car dealership experience—AI-driven personalisation, sustainability efforts, or sensory design? Or do you see another factor that will shape the future of dealerships? Let us know in the comments! 👇 https://lnkd.in/eAKtrzft

Introducing our new "For You" series – a fresh monthly roundup spotlighting innovative, design-led events happening around the globe, carefully curated by the creative minds at FutureBrand Milan. In this first edition, the team highlights three must-attend exhibitions. 💡 Immerse yourself in a world of evolving light and fine mist in 'Anthony McCall. Solid Light' at The Tate Modern in London. The artist's mesmerising solid light installations blur the lines between sculpture, cinema, and drawing. Don't miss the chance to see his iconic debut work, "Line Describing a Cone" in person. 📸 Discover a world of forgotten figures and movie stars in the lesser-known photographs of Arthur H. Fellig. While the artist known as Weegee is renowned for his striking depictions of New York's underworlds, his work capturing Californian high society and movie stars during the 1940s and 1950s has often gone unnoticed. This exhibition at the Fundación MAPFRE in Madrid celebrates this overlooked period. 🌋 The tragedy of Pompeii has been a source of fascination for over 2,000 years. This new exhibition, The Other Pompeii: Ordinary Lives in the Shadow of Vesuvius at the Archaeological Park of Pompeii, delves into the everyday lives of the city's people who are often overlooked in historical narratives. Featuring over three hundred artifacts and three immersive multimedia installations, you're invited to follow these individuals on their journey from birth to death. Share any can't-miss events in the comments below! #DesignEvents #ArtExhibitions #InnovationInDesign #CreativeEvents #CulturalEvents

Adapt or Stay the Course? What a Decade of Brand Data Reveals about Growth In today’s competitive landscape, two powerful paths to growth—adaptability and focused consistency—are shaping the success of top brands. The FutureBrand Index 2024 has seen leaders adapt to meet evolving market demands or double down on what makes them unique. 🔹 Samsung Electronics has earned its reputation through reliability and a clear, consistent approach. This steady strategy has built trust and strengthened customer loyalty—a powerful example of brand authenticity in action. 🔹 Nestlé takes a different approach, embracing adaptability. By reshaping its offerings in line with shifting cultural trends, Nestlé proves that agility can be a key to sustained success. Which path aligns with your brand? ➡️ Score your brand against Samsung and Nestlé or download the full report to discover how a commitment to purpose and values can drive your growth. https://lnkd.in/eZSGH9dU #FutureBrandIndex2024 #TopBrands #PurposeAndExperience