Future Proof Society
An Identity at the Intersection of Change and Possibility
Future Proof Society brings strategic consulting, advocacy and cultural initiatives together to examine three major shifts shaping society. We developed a multidimensional identity in which typography, colour, movement and AI-generated imagery give its analytical work a distinctive presence across public debate and institutional communication.
Conceived in late 2024 by Alessandro Tommasi, founder of Will Media, Future Proof Society (FPS) explores the digital and energy transitions and shifting geopolitical balances. Through consulting, events, podcasts and public debate, it connects business, politics, technology and culture. Its visual identity needed to convey authority to companies and institutions while engaging younger audiences.
Having worked with Tommasi on Will Media, we were familiar with his interest in making complex subjects accessible. For FPS, we translated the idea of a multidimensional future into a graphic language built around a few adaptable elements. At its centre is an animated mark in which the letters F, P and S occupy distinct spatial planes, rotating independently without touching. Their simultaneous movement represents the three transformations at the heart of FPS’s work.
A complementary palette of purple and orange gives the brand energy and contrast. Two typefaces establish distinct registers: one technological and scientific, the other solid and institutional. Together, these elements provide a flexible visual vocabulary for a project spanning analytical consulting and public-facing cultural programming.
Generative AI played an integral role in our creative direction. We used it to produce surreal, slightly dystopian imagery inspired by retro-futurism: luminous cubes, spheres and abstract structures suspended in dark, seemingly infinite environments. Motion design extends this visual world, animating imagery, the FPS mark and typography across different formats. The result gives complex, often abstract subjects a striking visual presence.
We developed the graphic system, animated logo, creative assets and brand guidelines, including principles for generating new imagery with AI. Designed for a small internal team, the identity supports consulting presentations, editorial content, podcasts and major events. Shared rules allow FPS to communicate its diverse activities consistently while adapting to different subjects and audiences.
In Brief
Visual Identity
Art Direction
AI Imagery & Video
Future Proof Society brings strategic consulting, advocacy and cultural initiatives together to examine three major shifts shaping society. We developed a multidimensional identity in which typography, colour, movement and AI-generated imagery give its analytical work a distinctive presence across public debate and institutional communication.
Conceived in late 2024 by Alessandro Tommasi, founder of Will Media, Future Proof Society (FPS) explores the digital and energy transitions and shifting geopolitical balances. Through consulting, events, podcasts and public debate, it connects business, politics, technology and culture. Its visual identity needed to convey authority to companies and institutions while engaging younger audiences.
Having worked with Tommasi on Will Media, we were familiar with his interest in making complex subjects accessible. For FPS, we translated the idea of a multidimensional future into a graphic language built around a few adaptable elements. At its centre is an animated mark in which the letters F, P and S occupy distinct spatial planes, rotating independently without touching. Their simultaneous movement represents the three transformations at the heart of FPS’s work.
A complementary palette of purple and orange gives the brand energy and contrast. Two typefaces establish distinct registers: one technological and scientific, the other solid and institutional. Together, these elements provide a flexible visual vocabulary for a project spanning analytical consulting and public-facing cultural programming.
Generative AI played an integral role in our creative direction. We used it to produce surreal, slightly dystopian imagery inspired by retro-futurism: luminous cubes, spheres and abstract structures suspended in dark, seemingly infinite environments. Motion design extends this visual world, animating imagery, the FPS mark and typography across different formats. The result gives complex, often abstract subjects a striking visual presence.
We developed the graphic system, animated logo, creative assets and brand guidelines, including principles for generating new imagery with AI. Designed for a small internal team, the identity supports consulting presentations, editorial content, podcasts and major events. Shared rules allow FPS to communicate its diverse activities consistently while adapting to different subjects and audiences.
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