A bold new look for a confident leader

The current Future Group brand identity has led the company for a decade of growth and success. A new brand was needed to build on this legacy, while honouring the bold decision to honour what is at the heart of the company. To add to the challenge, Future Group were looking to consolidate and unite its divisions under one cohesive brand umbrella. Our job was to simplify the existing, complex branding elements, channel the elements of success to best illuminate the future. To create a brand identity that effectively represents the essence of the organisation: a young, bright, vibrant organisation that’s looking to lead.

The Future you want today

Property managers we spoke to regard Future Group as their all-important go-to provider when they need a job done well. Customer loyalty is a top priority for Future Group, as it looks to build on its strong reputation as a trusted supplier. The business is all about the people. Future Group are driven by their people’s genuine passion for making the most beneficial and positive difference in the property sector. That leads the way.

Power in Unity

It’s time to unify. The first design action we took was to bring together the disparate divisions together. Each of the separate entities has established themselves as sector leaders, it’s time to embrace the collective. The logo we created to lead the brand had to emphasise this ‘group’ element. We introduced a ‘G’ to fit together with the previous ‘F’ logo, and took the new energy of the company to create a fresh identity led by the FG branding. These letters are striking and unapologetic, with upturned corners inspired by the universal symbol of renewable energy: the leaf. The original brand was known for its vibrant green, so we amplified this signature color, transforming it into a near-luminous, electric shade. This not only pays homage to their roots as skilled electricians but also symbolises their forward-thinking, dynamic approach.

Keeping the customer in the picture

Vibrant imagery was the pivotal point in introducing the new brand. An aspirational element was crucial in doing something new for Future Group: communicating effectively what they can actually do for the customer. We centred the visuals around this key concept. The customer are in at the forefront, placed directly into the bold, fun imagery of the branding. The choice and design of the images display how lives are made simpler, better, and easier by partnering with Future Group. We then paired these with cheery headlines to reinforce the message that Future Group exists to make life easier for its clients. We complemented this with candid shots of their engineers at work, offering customers—both existing and new—a clear view of what Future Group delivers and how it can support their needs.