Futuria: The creation of its visual identity
I led the branding process for Futuria: a new to the scene SaaS company
specializing in AI-driven solutions.
Project overview:
Futuria, a forward-thinking SaaS company specializing in AI-driven solutions, needed a brand that embodied both cutting-edge innovation and human-centric accessibility. My challenge was to craft a visual and verbal identity that demystifies AI while inspiring trust and excitement for its transformative potential.
Problem
- Tech Overwhelm: Many organizations feel intimidated by rapid technological advancements and how to embrace them
- AI Uncertainty: Concerns about ethical implications and misuse fuel skepticism.
- Resistance to change: established businesses can be afraid of change and how it could impact their current business model.
Solution
The Objective: Create a brand identity that balances innovation with accessibility, simplifying complex AI concepts and addressing audience apprehensions.
The name "Futuria" reflects a fusion of the future and visionary thinking. The name positions the company as a leader in driving transformative change through AI.
The name "Futuria" reflects a fusion of the future and visionary thinking. The name positions the company as a leader in driving transformative change through AI.
- Making AI Approachable. A Friendly and Inviting Brand The brand must feel inviting, friendly, steering away from traditional corporate style. Brands visuals in a way that simplifies complex AI concepts
- Building Trust Through Design. A Rounded and Reassuring Typeface: I used ‘Poppins’ as the heading font - this is a versatile font characterised by its roundeedness - allowing the soft tone of the font to balance out what may be perceived as intimidating concepts
- Bridging the Gap: Human-Centric Imagery Deciding on the right imagery to resemble complex technology in a non intimidating way was a big decision. I decided to shift away from using "techy” visuals that often exist in expansive, unrelatable spaces–and focus in on more familiar world instead, one where people exist. This would help businesses visualise the future that Futuria was offering–one where AI and humans thrived.
Step 1.
Identifying the target audience. I segmented potential users by industry, including finance, healthcare, technology, and renewable energy. However, I realized that a more valuable approach was to focus on the unique behaviours and priorities of the C-suite across these sectors.
C-suite executives are key decision-makers who face overlapping challenges, such as limited time, data overload, and pressure to deliver strategic results. Understanding these insights allowed me to humanise insights and guide design decisions.
I narrowed down the final target audience into the four following categories:
This would help me ensure the brand messaging resonated with our target. Since a primary goal of mine was to communicate how this audience would benefit from the introduction of our AI services–I figured it would make sense to tackle where my audience stood with AI as seperate groups and research them independently.
I identified key pain points and designed solutions that aligned with their priorities.
Understanding the Audience: C-Suite Pain Points & Solutions
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1. Limited Time → Clear, Concise Content: Executives prefer digestible, visually appealing content due to their time constraints.
Solution: Futuria’s brand materials prioritized clarity with infographics, reports, surveys, and short videos—ensuring information was easy to scan and impactful. -
2. Measuring Success → Performance Tracking & Competitive Insights: Difficulty in assessing business performance against competitors.
Solution: The brand messaging positioned Futuria as a tool for tracking success, offering comparative analytics and strategic insights to help executives make data-driven decisions. -
3. High-Stakes Decision-Making → Trust & Proof of Success: Pressure to make the right choices to protect their position and company stability.
Solution: Branding emphasized case studies, proven success stories, and long-term impact, showcasing how Futuria enables strategic decision-making.
C-suite executives have unique challenges that differ from other roles in the business.
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4. Public Image & Transparency → Ethical AI Approach: Decisions face media scrutiny and public judgment.
Solution: Futuria’s brand voice embraced transparency, positioning AI as an ethical, responsible tool that enhances rather than replaces human expertise. -
5. AI Skepticism & Fear of Disruption → Reassurance & Mentorship: Uncertainty about how AI will impact business, often leading to instinct-based decisions.
Solution: The brand identity was designed to be reassuring, friendly, and mentor-like, positioning Futuria as a trusted partner rather than a disruptor.