During the early days of the Pandemic, I was approached by Shanghai-based creative agency Future+ Media to create a new visual identity for the company. After years of producing local activations for some of the largest brands in the world, they were looking to take the next step into becoming a fully-fledged creative agency. I worked with the founders to create a sleek and memorable brand identity so they could embrace their transformation with confidence and flair.
I proposed focusing on the distinctive “+” in Future+ as the starting point, as a motif the brand can be built on and elaborated upon.
After presenting an initial set of sketches, we decided to pursue a condensed emblem of the agency name, transforming the “F” and “+” into a compact mark, referencing the traditional Chinese tuzhang seal.
To better serve their growing cadre of international clients, Future+ looked to break the trend of overly-embellished and excessively wordy websites typically favored by other Chinese agencies. With this in mind, I opted for a clean layout, punctuating the design with bold shapes and subdued motion graphics.
In 2022, Future+ launched Future+ Channel as a portal for their in-house video content. To distinguish the content branding from the agency’s client work, I worked with the design team to create an expansion of the brand identity, highlighting the multifaceted nature of the channel’s content. Using simple 3D objects along with a more fluorescent color palette, Future+ Channel looked to evoke the feeling of late-night channel surfing, referencing both the Y2K period as well as the heyday of MTV.
