Branding Now

Future London Academy’s design team went meta and rebranded the Branding Now course — the ultimate Branding course for Senior Creatives.

Together with course curators Campbell and Robyn Butler — founders of Lovework Studio, ex-Wolff Olins and DesignStudio experts — they worked on making the identity more up-to-date, provocative and eye-catching.

During this collaboration, Campbell and Robyn, experts in creating identities that cut through the noise, shared how they kick off their projects, brainstorm ideas and refine the identities while art directing the project. The result of the collaboration reflects the results you can expect in the course — surprising, refreshing and bold.

The new identity takes an innovative turn and enters the third dimension.
Whereas our previous identity, based on principles of Swiss design, was very minimalist and built based on a block principle, the current identity is more spacious with an expressive style.

The main element of the identity is a complex 3D coral shape generated by the team with the help of MidJourney. The coral represents the brand’s ecosystem which consists of many different elements, layers and textures. From brand story to strategy and system to logo and identity, and finally to the launch — it’s diverse and complex.

By using AI-generated image as one of the main elements, the team wanted to reflect the new era in branding and spark a conversation on the role of AI in the projects and how it has changed the process forever.

The new identity gets an additional typeface — Space Grotesk. It’s paired with Future London Academy’s custom typeface — OnyFuture — adding quirkiness and complementing the spatial grids.

The result is something you might not quite expect for the branding course which adds to the beauty of it. The new style is definitely an attention-grabber which helps the course stand out.