VISUAL IDENTITY . TONE OF VOICE
The Future Kind exists to create a world where all people get to work for kinder, fairer, better designed companies. They wanted a brand that reflects their purpose, and an identity with a meaning or intention behind every element. I worked with them to produce a tone of voice and visual identity that does that, and brings the spirit of their proposition to life.
THE FUTURE KIND
KIN, THE BRAND MARK
I developed a brand mark to be used as a shorthand for the logo where appropriate. I named this little pal ‘Kin’, a word that can mean both family and friend. It’s also, of course, the letters that remain when Kin, who moonlights as a letter ‘D’, is taken from the word kind in the full logo.
COLLABORATIVE TYPE
I developed a system around what I called ‘collaborative type’, to reflect the preferred way of working for the brand. It’s an unusual hierarchy, in which the headline copy essentially hugs the secondary message.
“Our brand is our pride and joy, and it consistently earns us accolades and praise (on a daily basis in fact)! Sophie transformed our initial business concept into a distinctive identity that has propelled the recognition and growth of our business. As a result, we’ve forged crucial partnerships with industry leaders, secured coveted client projects even when competing with industry giants, and solidified our reputation in our sector.
This wouldn’t have been achievable without Sophie’s remarkable blend of strategic thinking and creative brilliance, crafting a fully-fledged, universally recognised representation of our company that authentically mirrors who we are and what we stand for. Sophie is the driving force behind our brand’s success, and we couldn’t be more grateful.”