A brand is an invitation to a better tomorrow

In your daily work, it’s sometimes hard to look ahead. The demands of the day take over, pulling you into the details of the process. This can put a brake on your vision for your organization. One of the most powerful tools we use in brand design is the future itself.

The future as an instrument to propel brands forward
For many, the future is a place where everything is still possible. A space where dreams can come true—without limitations, without obstacles. And that makes the future the perfect canvas to build your brand on. It’s the ultimate way to bring your ambition to life and explore its full potential.
But how do you prevent getting lost in fantasies and instead ensure your brand strategy focuses on realistic, achievable goals for the future?
That’s where we use future scenarios—a powerful tool that helps us understand how trends, technologies, and consumer behavior might evolve and what that means for your brand.
Making use of the great unknown
How do you leverage the Great Unknown without getting lost in uncertainties?
It starts with what we do know.
We know where you stand today, who your audience is, how you help them, and the forces shaping your market. We also have insights into ongoing trends: new technologies, shifting consumer behavior, and even upcoming regulations.
By using these facts as a foundation, we can explore which developments are most likely to impact your brand. We don’t just look at current trends—we project them into the future. This leads to multiple future scenarios in which your brand can evolve.
The Scenario-Planning Process
With scenario planning, we anticipate different possible outcomes. We map these out on a matrix with two axes:
Most likely — Least likely
High impact — Low impact
This helps us identify which developments are likely to unfold and which will have the biggest influence on your brand. The goal is to focus on the scenario that is both probable and high-impact. This is the scenario that will soon become most relevant for your business.
But we don’t stop there. While your business development might prepare for multiple scenarios (including limiting factors or negative shifts), your branding should focus on your most optimistic future.
The Leap to Your Brand
Now that we know which future scenarios are most likely and relevant, we can use these insights to strengthen your brand. We translate the future into a bold visual identity that embraces and brings this future closer.
But what does that brand future look like?
To answer this, we use an approach we call Future Views.
Future Views: visualizing your brand’s role in the future
A Future View is a vivid, concrete description of a future scenario where your brand plays a key role. It shows what the world looks like when your brand is fully integrated into people’s lives.
Instead of abstract concepts, we make the future tangible by describing it as an everyday situation—as if you’re seeing it unfold before your eyes.
By defining this future situation clearly, we can also pinpoint what your audience needs in this world. We call this a Future Need: a concrete need that arises from this new reality.
The brand promise: Future Talk
Now that we’ve clarified the future scenario and audience needs, we arrive at the moment where your brand makes an impact.
What is the promise your brand makes to fulfill that future need?
We call this Future Talk.
This isn’t just a marketing message—it’s your brand’s core promise in a future context. It defines what makes your brand unique in the world of tomorrow.
A powerful brand promise that aligns with the future needs of your audience ensures that your brand is not just relevant today but future-proof.
Designing a visual identity that embraces the future
How will your brand look in a world that hasn’t arrived yet? We use Future Views as a foundation for exploring imagery, color, typography, and style.
Visual Storytelling
Every scenario calls for its own visual language. We create visuals that tap into the emotions, values, and needs of your future audience.
• We explore images, colors, and design directions
• We craft impactful copy
• We create logo concepts
• We sketch out brand assets
This results in a rich, layered vision of how your brand can start shaping the future—right now.
It gives you a head start and brings your brand promise to life in everything you do.
The future is made now
The future isn’t some distant, abstract idea. The future is being made now.
Your audience is looking for brands that help them step into that future today. By integrating future scenarios into your visual brand strategy, you give your brand an edge—and show that you’re ready for tomorrow’s world.
Does everything in your brand breathe the future? Do you visualize where the world is heading?
Then you have a brand that leads the way and stays ahead—delivering real value to your audience
Want to make the future yours?