DutchScot’s kinetic identity for The Future Factory typifies its contrast to traditional business
Progressive new business agency The Future Factory, based out of London and Manchester, prides itself on a friendly approach and process; providing an innately personal attitude to enterprise. Collaborating with London neighbours DutchScot, the creative agency sought to convey The Future Factory’s professional amicability and active opposition to conventional marketing attitudes through the whimsical, cheerful play between type and movement.
Kinetic at its core, the resulting identity system focuses on a playful, animated interpretation of a conveyor belt, contrasted with the bold application of New Letters’ Rois as the primary typeface. “The Future Factory is based in an old wharf warehouse,” Creative Partner Jacob Vanderkar tells us, “and Rois felt similar to some of the signage on the building which we thought was a nice link,” he adds, further noting the satisfying squared design of Rois’ uppercase, making for a pleasant box-like look whilst in situ on the conveyor belt. “We used Heldane by Klim for smaller, body copy,” Vanderkar adds, pleased with its aesthetic relationship to Rois, “they felt like they complimented each other nicely.”
With the conveyor belt motif embraced at every level of the identity – from its logomark ‘F’ and macro lettering to The Future Factory’s informational website functions – there is an undeniable dynamism to the brand, a tone equally matched in the distinctive colour palette. “I’ll be honest, there wasn’t any deep and meaningful rationale for the colours,” Vanderkar candidly recalls, discussing the use of the colour, “primarily, we wanted them to feel fresh and have some pop,” he adds. “For a while, we were using three quite bright colours but landed on the more muted warm grey colour,” Vanderkar concludes, “to provide some slightly calmer moments within the brand to go alongside the blue and the orange.”