ɊFUTUROBrand Identity, Brand Strategy, Digital Product Design, Web Design, User Interface
How can we build a community for young people struggling to discover their best-fit career and offer personalized insight and analysis, beyond what can be found on typical job sites and career resources? Starting with mobile devices as a common factor for access, we set off to build ɋFuturo. This wasn’t merely a challenge of a new app with brand to match, but creating an entire product and the technology that powers it.
ɋFuturo emerged from consumer research and testing. The brand’s strategy, name, and identity design followed a lean methodology of “test and iterate”, allow numerous milestones and check-ins with clients and potential users. The team created a wordmark, visual style, and typographic hierarchy which were immediately translated to stationery, marketing graphics, and mobile app interfaces.
The ɊFUTURO logo system. Abbreviated qF symbols serves as an avatar on social media and for the app icon.
The design began with visual research of Colombia’s street art culture, as well as trends in fashion and other design media.
ɊFUTURO is launching first in Colombia and other Latin American markets. We researched imagery, patterns, and symbols used by young people in this regions to create a brand visual style. This governed photo selection, colour usage, and more.
Brand visual style applied to mobile app screens, example print materials, stationery.