Future Meets Present: Climate Solutions Demystified
Future Meets Present is a New York City-based design studio with a mission of using design to make a net zero future possible today. Dedicated to bringing sustainability into culture through design research, communication design, experience design, and program development, its clients include the NYC Office of Nightlife and House of Yes.
CONTEXT
3-Month Brand & Creative Strategy Internship · Future Meets Present
YEAR
2024-25
INDUSTRY
Sustainability & Culture
TECH STACK
Adobe Illustrator
Canva
Miro
Loveable (mockup generation)
MY ROLE
CREATIVE STRATEGY
CONTENT STRATEGY
LOGO DESIGN
BRAND DIRECTION
MARKET RESEARCH & INSIGHTS
DECK DESIGN & PRESENTATION
The Challenge
FMP's founder wanted to redirect the brand so it would not only advance the mission but reflect it. The challenge was twofold: build an aligned brand direction, and demystify climate solutions so they feel clear and within reach.
The Strategy
Our strategic discovery revealed a gap — we know where emissions come from and how to reduce them, but we're often missing a present view of how a net-zero future is taking shape. FMP can fill that gap by translating solutions, data, and success stories into relatable and digestible content that can move our audience from awareness to action.
The Solution
We redefined the brand with a new logo and visual direction, expressed through a content strategy that connects every post to FMP's mission. Each piece follows a simple formula: a climate topic placed in a relatable context, paired with an attention-grabbing visual, ending with a next step like "Who's my local rep?" or "How do I read my electricity bill?" By scaling climate topics to daily life, the content shows what personal action can look like.
Brand Direction
ORIGINAL LOGO
MOODBOARD HIGHLIGHTS
HAND SKETCHES & EARLY ITERATIONS
REFINED LOGO
Early ideation centered on futuristic type and motifs, such as orbiting lines, gradients and glows, and cosmic icons, to visually represent the brand name itself: a line connecting 'future' and 'present', bending until the two meet.
Feedback focused on bringing more attention to "future" and shifting the palette to black and white to increase adaptability between products and backgrounds, with this same consideration for usability applied to the type.
The founder also wanted the logo to work as a patch or badge — something people could wear and represent. We designed it to hold up at small sizes and across items including apparel and stickers.
WEAR THE FUTURE
Content Strategy
CONTENT PILLARS & REFERENCES
News
Explainers/Sensemaking
Sources of truth
Inspiration
STYLE
Neo-futurist
Data-forward visualization
Sci-fi and space-age imagery
Cyberpunk accents
TONE OF VOICE
Inspirational: shows what's possible
Informative: clear, credible, grounded in research
MOODBOARD HIGHLIGHTS
TARGET CHANNELS
PRIMARY
SECONDARY
Medium
TERTIARY
Email Newsletters
YouTube
METRICS & KPIS
DIRECT
Social engagement growth: followers, likes, comments, shares, mentions, and features
New client inquiries: individual brands, partnerships, and events
Branded search growth: increase in Google searches for FMP
INDIRECT
Event attendance growth: Climate Week NYC and Marketplace of the Future
STRATEGY DECK HIGHLIGHTS
We presented the concept to FMP's founder and earned strong buy-in on both the brand direction and content strategy. Working with a very small team, he adopted the strategy in phases: publishing Instagram posts aligned with our content pillars and updating the profile photo to the new logo. The KPIs above are projected targets for a full rollout.
