The Futures Company
Naming, brand positioning & identity

The coming together of…

In 2008, WPP acquired Yankelovich – the US’s leading consumer trends and lifestyle research business – and merged it with its European counterpart, Henley Centre HeadlightVision (an existing WPP group company).

Neon were approached to provide a new brand idea, name and identity for the merged company, along with a brand architecture that could successfully integrate existing sub-brands.

Brand idea: Unlocking Futures.

Inspired by the new company’s impressive Nostradamus-like expertise in forecasting things yet to come, the brand idea we came up with us Unlocking Futures; and from that, the name – The Futures Company – naturally followed.

Both idea and name capture the company’s unique blend of qualitative and quantitative research; their focus on learning from the past and present to understand the future; their rigorous analytical skills; and their imagination, curiosity and passion, with which they inspire clients to unlock a better future.

Visual language: a glimpse of the future.

Our elegant and ultra-modern typographical brand mark intriguingly suggested something about how, while the future may be forecast with great accuracy, it can never be wholly visible.

And by combining the mark with simple but warmly human imagery, we created a visual language that would reinforce the idea of a company capable of “unlocking futures”, across a wide range of brand communications.

Kind words…

“Thinking with the future in mind. Working with people who view themselves as both experts in the future and creative lateral thinkers is most design agencies worst nightmare.

Neon rose to this challenge and were flexible, accommodating, challenging, highly creative and inspirational at all the right times. I believe the design is fresh and critically evokes the feeling of energy and transformation. The directional nature of the design challenges us to always focus on the deliverables and ultimately, the impact our thinking must have on our clients business.”

Executive Chairman
The Futures Company

“Compelling and creative. Neon were a really great partner for our naming and rebranding work. The enthusiasm and care that they put into the pitch carried on throughout the engagement. They consulted widely with our management team and demonstrated a strong grasp of our business fundamentals and opportunities, resulting in a strong and compelling brand idea. Their creative work was innovative and pushed us to a new level in terms of how we present ourselves. The internal launch was made particularly successful because of the video developed by Neon, which gave a powerful strategic rationale for our new name and identity, and brought it to life in a way that proved inspirational to the team.”

Chief Executive
The Futures Company

“Inspirational, insightful and inspiring. Neon did great work for The Futures Company. We had a difficult branding challenge, which they mastered brilliantly. They started by defining a process within which we could focus on key issues, and with that we were able to articulate a set of criteria that successfully guided the rebranding of our company.

They exhaustively developed creative alternatives for us to review and provided insightful counsel as we narrowed down our choices. Once the decision was made, Neon developed an outstanding video and presentation for us to use in introducing the new company identity internally and to our clients. We rely closely on the rulebook of branding guidelines they prepared. Every step of the way, Neon was a close collaborator and a nonpareil strategic branding partner.”

Executive Vice Chairman
The Futures Company

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Brand proposition
Brand architecture
Migration strategy
Brand identity
Internal launch movies
Internal communications
Brand guidelines
Digital templates
Web transition

The Futures Company brand mark.

The Futures Company 'before and after merger' brand marks.

The Futures Company brand mark animation.

The Futures Company brand mark with images gallery.

The Futures Company literature samples.

The Futures Company sub-brands.

The Futures Company stationery.

The Futures Company interior graphics.

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