Evolving Course Identity: Branding Now's Bold Redesign

Explore the innovative redesign of the Branding Now course by Future London Academy, a bold venture in branding and visual identity that redefines creativity.

The Future London Academy's design team, known for its meticulous approach to education and creativity, recently undertook a significant project – the rebranding of their renowned Branding Now course, a specialized program for Senior Creatives.

Collaborating with Campbell and Robyn Butler, the founders of Lovework Studio and acclaimed former members of Wolff Olins and DesignStudio, the team embarked on a journey to refresh the course's identity. This endeavor was not just about updating the visuals; it was about making a statement in the branding world – a bold, provocative, and eye-catching statement.

Campbell and Robyn, renowned for their expertise in crafting distinctive identities, shared their unique process with the team. Their approach involves initial brainstorming, meticulous idea refinement, and hands-on art direction. This collaborative effort mirrors the transformative experiences participants can expect from the course – a journey marked by innovation, surprise, and audacity.

The new visual identity marks a departure from the previous minimalist Swiss design. It ventures into an expansive, expressive realm, bringing a fresh perspective to the forefront. At the heart of this new identity is a complex 3D coral shape, crafted with the assistance of MidJourney, symbolizing the multifaceted ecosystem of a brand. This intricate design element represents the layers, textures, and components that constitute a brand's narrative, from inception to launch.

Incorporating AI-generated imagery as a key aspect of the design, the team aimed to ignite discussions about AI's burgeoning role in branding. This choice reflects a conscious acknowledgment of the shifting landscape in design methodology, heralding a new era where AI's influence is inescapable.

The introduction of an additional typeface, Space Grotesk, alongside the academy's custom font OnyFuture, adds an element of whimsy. This typographic pairing complements the spatial grids, enhancing the identity's dynamic nature.

The result is a visual identity that defies expectations for a branding course. Its uniqueness and allure are not just visually captivating; they encapsulate the essence of the course – to challenge, inspire, and stand out in the ever-evolving world of branding and design.