Brand Direction & Content Strategy for Future Meets Present
Future Meets Present is a design agency dedicated to climate action, specializing in design research, communication design, experience design, and program development to bring sustainability into culture, from nightlight to NYC climate week. I led brand direction, designing a new logo and creating mood boards, and developed a content strategy, including competitive research, tone of voice, audience segments, and content funnels — presenting work to leadership and gaining strong support.
My role
Brand Direction, Content Strategy
Scope
Logo Design
Mood Boarding
Competitive Research
Social Audit
Content Strategy
Deck Design & Presentation
Industry
Sustainability & Culture
Project Context
Internship at Future Meets Present
Year
2024-25
Tools
Adobe Illustrator
Canva
Miro
Brand Direction
Old Logo
Mood Boards & Hand Sketches
Iterations
Final Logo
Aside from image quality concerns, the founder felt the old logo didn't authentically reflect FMP's mission: using design to shift the status quo and make a net zero future possible today.
Early ideation explored motifs of futurism and space — orbiting lines, motion trails, and celestial marks — to visually represent the brand name itself: a line connecting "future" and "present", bending until the two meet.
Feedback on iterations focused on bringing more attention to the word "future" and shifting the palette black and white to increase adaptability between products and backgrounds. The founder initially wanted a more futuristic font, but we shifted towards prioritizing accessibility and usability in the typography.
