FutureBrand

🤖 Harnessing AI for Brand Transformation As we look ahead to 2025, Alessandra Iovinella, Managing Director of FutureBrand Milan, shares her insights on the transformative power of AI in branding with Fortune Italia. From redefining brand identities in the digital age to embracing AI-driven creativity, Alessandra sheds light on how brands can adapt and thrive in today’s fast-changing landscape. Key takeaways include: The importance of blending human expertise with AI to tell fresh, authentic brand stories. How simplified, platform-specific communication strengthens brand consistency. Why investing in a brand fosters pride, attracts talent, and drives business success. Read her thoughts on digital transformation in the December issue of Fortune Italy. 🔗 https://lnkd.in/eMCpU5ra #brandtransformation #genderequality #futurebrand

🏨 Stories of Distinction with Maybourne   We're proud to reveal our work with Maybourne. Created by FutureBrand London, the team has transformed the luxury hotel operator from a behind-the-scenes partner into a consumer-facing brand.   'Stories of Distinction' is a unifying brand idea that celebrates each hotel's unique identity while embracing a collective commitment to excellence. A new brand architecture distinguishes iconic 'Storied' properties—Claridge's, The Connaught, The Berkeley, and The Emory—from newer acquisitions, such as The Maybourne Beverly Hills and The Maybourne Riviera.    The new identity links heritage with modernity and is brought to life through  the Maybourne tapestry, created with illustrator Martha Walmsley. This intricate artwork weaves each property's unique symbolism into a cohesive design complemented by a new monogram logo, script typography, and a teal colour palette. A huge thank you to everyone involved. Maybourne:  Simon Scoot, Harriet Boyes FutureBrand London:  Polly Hopkins, Sam Hollis Stephen McGilvray, Danielle Smith, Michela Pasini, James Pearce, Maddi Hutchison, George Hartley, Georgia Greenacre, Nicolle Ponsa Ravachi, Stephen Barber, Paul Silcox Partners:  Martha Walmsley, Miles Newlyn #LuxuryHotels #BrandIdentity #DesignExcellence #Illustration 

🧠 Celebrating 75 Years of Neurology Excellence with AAN We’re honoured to have partnered with the American Academy of Neurology to help shape their next chapter. For over 75 years, the AAN have been the leading voices in neurology, committed to advancing brain health for all. With their new strategic, multi-year plan in motion, it was time for a bold, modernised brand to match their future-forward ambitions. Through brand strategy, visual and verbal identity, and guidelines, we worked together to reimagine their look and feel—building on a legacy while paving the way for even greater impact. Thank you, American Academy of Neurology, for trusting us with this transformative moment in your history. See examples of this bold new look below. #NeurologyProud #BrandIdentity #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