When we first assessed the Future Relics brand, we found the messaging to be inspiring and edgy. However, as we continued to steep in the messaging, the words of inspiration, while aspiring, felt empty and not grounded. We recognized that the tone of voice was projected as a life coach to a trainee. Our desire was to position the brand voice more as a partner in ones journey, sharing in the ups and downs, existing as a real and tangible companion.
In reworking the brand direction, one of the key points of focus for us was revisiting the driving purpose of the brand. We took much inspiration from the unique name of the brand itself—this juxtaposed combination of “future” and “relic”, of future and past.
This play on the idea of time, as well as our research findings led us to build the brand messaging around the three tenses of past, present and future. On both an individual and a societal level, we recognized how each tense could apply to both the individual consumer and the Future Relics brand itself. The result of our work is a three part tagline: to grow from the past, live in the present and create a better future.
Taking these three phrases, we then summarized the brand message to the following:
“We strive to be future relics—people who are continuously growing from our past experiences; living fully in the present moment; and creating a better future. To be people who have stood the test of time and are living examples of what it means to be truly human.”
To accompany the new brand messaging, we selected two typefaces in Recife Text and Messina Sans. These contrasting typefaces allow us to give the brand visuals a bit more variety as the serif and sans can be used together or individually. Additionally, we’ve introduced a renewed colour palette as well as a graphic system that includes a number of graphic elements to accompany the main wordmark.