Futurism and femininity: Studio Sly combine earthy tones with digital dynamism in Futuring’s brand
“Gaiysr has some wonderful curvature which is unique in itself,” Studio Sly’s Lauren Finks tells us, “but it’s the selection of the Semi-Mono that really brought about an interesting feel,” discussing her typeface choice for Futuring – an e-commerce consultancy for female-led companies. “It’s not only interesting for the digital capacity of the brand,” Finks suggests, “but somehow feels a little feminine,” mirroring the personality of Futuring’s founder and the context of the company. “Pairing that with Acumin (which to me is a staple typeface),” she remarks, “its variable nature and geometry were the perfect counterbalance.”
Studio Sly further epitomised the conceptual collision of technology and femininity in Futuring’s bespoke wordmark, which features a pixelated ‘U’ within its bespoke Gaisyr-based characters. “The pixel formation was a subtle addition that not only makes the logo unique,” Fink remarks, “but really speaks to the digital space the founder works in.”
“The staggering was also a feature we felt resonates with brands today being dynamic,” she adds, noting the variable, stackable formation of the wordmark. “But this was developed to reflect the ever-changing digital landscape,” Finks suggests, “hence moving, changing, adapting, reforming, coming together,” whilst remaining foundationally strong and ultimately future-facing.
“Future or futurism has in the past often been depicted with white and silver,” Finks expands, considering the influence of the brand’s name. “That crisp chrome look somehow resonates with people as being forward or futuristic,” – an aesthetic Studio Sly opted to challenge. “We liked the idea of fusing this with something earthy and raw that represents the human element,” she explains, typifying the interwoven relationship between potential futures and human activity at Futuring’s heart. “It’s integral to how the founder works,” she continues, “and even though it’s a combination that is unlikely, the effect it has is to feel as though humanity is not lost in the digital age.”