FutureBrand

Renewing Sanpellegrino's Italian Sparkle. Sanpellegrino, known for its iconic green bottle, sought a stronger brand identity to match its century of sparkling heritage. FutureBrand Paris was tasked with revitalising its universe and reconnecting the brand with its Italian roots. Through deep semiotic analysis, they crafted a unique vision of Italianity—subtle, generous, sophisticated, and vibrant. Underpinning this transformation is the creative concept, 'Beauty of More,' embodying Italian generosity and sophistication. The team refreshed the brand with a vibrant blue palette, bespoke typography, and imagery capturing joyful Italian moments. A new 'SP' monogram pattern extends the brand into daily life, preserving its iconic logo. “Our goal was to seamlessly blend Sanpellegrino’s rich Italian heritage and expertise with a fresh, contemporary image to create a vibrant and authentic brand experience. A challenge we’re delighted to have met.” Hélène Pirel, General Manager FutureBrand Paris. Congratulations to the entire team. Here’s to many more sparkling moments! Read the full case study here: https://lnkd.in/e76jZttp #FutureBrand #Sanpellegrino #BrandRenewal #ItalianHeritage #ArtOfLiving

Is AI really all hype?   As the hot topic of artificial intelligence and the opportunities it presents continue to dominate marketing press, a report published earlier this month by Goldman Sachs declaring that ‘AI is all hype’ cuts through the noise raising controversy.   In a recent article by The Drum, Meghan Labot, Chief Growth Officer at FutureBrand North America, shares her insights on whether AI developments will truly bring about significant commercial benefits to the marketing industry.   “Agency leaders are absolutely wise to gamble on new technology and invest in how AI can play a central role in agency operations. This is an imperative, for sure, but it is not a differentiator and certainly not a guarantee of commercial benefits.   AI, and all of the technology that preceded it, is a necessary part of progress and will certainly have an impact on how we do business in the future. The greater gamble is the risk that comes with not investing and being left behind.”   What are your thoughts on the future of AI and its role in marketing? Join the conversation in the comments and see what other industry leaders have to say on the matter: https://lnkd.in/eye3e5vp   #FutureBrand #ArtificialIntelligence #AI

“We know who we are, we know what we need to do.” Lynne Field, Head of Strategy at FutureBrand North America, quotes Brad Rakes, Senior Director of Brand Marketing at Dr Pepper, attributing this ethos to their lead over Pepsi in what we have dubbed as the recent ‘Soda Wars’. In a time when soda sales are declining and new brands with cooler names or healthier alternatives are emerging, Dr Pepper's triumph is a testament to the power of strong brand identity and strategic marketing. As recently highlighted in both national news and trade publications such as The Guardian and Marketing Dive, Dr Pepper's success isn't just about the taste; it's about knowing their brand, playing to their strengths and tapping into the emotional landscape of its audience. So, what can other brands learn from this success? - Embrace Your Identity: Clearly understanding and embracing who you are as a brand is crucial, especially in a competitive and changing market. - Strategic Actions: Knowing what you need to do and executing it effectively can set you apart, even as new competitors emerge. - Emotional Connection: Building strong emotional ties with your audience can drive loyalty and success. Dr Pepper’s journey is just one inspiring example of how this approach can lead to major victories, even in challenging times. To find out more about their success and to harness further insights from our recent FutureBrand Consumer Index, head to our website: https://lnkd.in/ec_E49Eb

Redefining Sportstyle in Brazil 👟 🏃♂️ FutureBrand São Paulo recently led the rebranding of Netshoes, Brazil's leading online sports goods retailer, using their expertise to develop a forward-thinking brand expression. Luis Monteiro, Creative Lead, noted, "The challenge was to translate Netshoes' essence into an expression and language that clearly represents the rhythm of each person in the sportstyle lifestyle." The team developed an entirely new brand concept, "Move to your own beat," centering on individuality. The dynamic, vibrant visual identity features a modern, fluid lowercase logo. The "N" symbol drives the identity, reflecting diverse rhythms. A lively color palette and custom typography, created with Fabio Haag, symbolize the brand's dynamism. Congratulations to the FutureBrand São Paulo team, you have truly captured the Netshoes spirit with this fresh visual expression, bringing an exciting new look to the sportstyle experience and inspiring Brazil's sportstyle community! Fabio Haag Type #FutureBrand #Rebranding #Sportstyle #BrandStrategy #VisualIdentity #MoveToYourOwnBeat

Combating Bias In AI Last Monday, we brought together teams from FutureBrand, UXUS and ChaseDesign to discuss the critical topic of combating bias in AI as part of our #PrideMonth programming. Led by moderator Singleton Beato, Global Chief Diversity, Equity, and Inclusion Officer at McCann Worldgroup, our discussion focused on navigating AI's biases while ensuring inclusivity and fairness. Singleton guided an insightful panel featuring Andrew Bellofatto, UXUS Strategy Director, Shay Neary Administrative Coordinator at FutureBrand New York, and Bruno P., Data Strategist at FutureBrand Brazil. The discussion focused on how we can work with AI while staying mindful of its biases and ensuring we don't exclude anyone. - Mindful Image Creation: Andrew emphasized being conscious of the language and prompts we use in AI to ensure the output is inclusive and truly reflective of reality, he pointed out that AI struggles with capturing queerness and cultural nuances, urging us to always keep these biases in mind. - Responsibility in Creativity: Shay highlighted our duty to practice good allyship and continuously re-educate ourselves to ensure inclusivity from the start. - Breaking Through Fear: Fear of difference and imperfection often drives us towards perfectionism. As creatives, it's our job to break these barriers and welcome everyone. - Diversity in Development: Bruno stressed the importance of diverse teams in developing and training AI technologies to ensure broader representation and fairness. - Active Feedback: Andrew reminded us of the power of using feedback tools to address and mitigate bias actively. At FutureBrand, our commitment to an inclusive future is unwavering. It's paramount that the biases we combat in daily life are not replicated in AI technologies. How can we collectively ensure AI reflects the true diversity of our world? Join the conversation in the comments below on shaping a future where everyone feels represented and valued.

This iconic French brand has been shortlisted for the PENTAWARDS 2024! 🏆✨ The official shortlist was unveiled yesterday, and we are thrilled to announce that FutureBrand has been recognised for their work with Gervais in the “Food-Dairy and soya based products” category. The Paris team brought a new lease of life to the brand with a global redesign that unifies all Gervais creations in an infinitely contemporary approach. The award shortlist is a true testament to the team’s commitment to creativity, innovation, and delivering impactful design solutions—we can’t wait for the reveal in October! Danone #FutureBrandParis #Pentawards #Shortlist #Pentawards2024 #PackagingDesign #PackagingAwards

When sports brands evolve their identity, it's more than a visual update—it's a response to cultural shifts. In his recent shots article, Mattias Mackler, Creative Director at FutureBrand North America, explores the ongoing balancing act sports brands face between tradition and trend. Successful sports branding isn’t just about aesthetic updates but about creating a deeper, authentic connection with fans. Mackler underscores the contrast between European teams, who maintain historical symbols resonating with long-standing fan bases, and American franchises that frequently adopt trend-driven designs appealing to a younger, diverse audience. These examples illustrate the universal challenge for brands to bridge past traditions with contemporary appeal, engaging across multiple generations effectively. “Whether you’re from Newcastle or New York, the essence of sports branding lies in its ability to capture the heart and soul of a team and its supporters, creating a bond that transcends time and space.” ⚽️ With #Euros and #Copa underway, we’re curious, what's your take on how sports brands can effectively balance heritage with the demands of modern fandom? Share your thoughts below and dive deeper into the dynamics of sports branding in the full article: https://lnkd.in/gBpdUDu7

How does a brand's use of aesthetics influence the reception of political messages? In our latest edition of What’s Hot, FutureBrand Paris delved into the powerful intersection of design and politics. This June, brands have masterfully employed aesthetics to captivate and mobilize audiences. 🇬🇧 British Election Campaign: Transforming the Euro deputy vote into a desirable object, this campaign uses the seductive visual codes of dating apps to engage young voters. 👜 Louis Vuitton with Pharrell Williams: A mesmerizing catwalk celebrating human diversity and unity, conveying a message of tolerance and togetherness. 🌈 Grindr: Playful illustrations on social networks demystify sexual health, making crucial information accessible and engaging. In a world where visual appeal is paramount, we believe brands can amplify their political messages by integrating aesthetic elements to capture attention and inspire action. Dive into a snapshot of this month’s edition to explore how design can drive political engagement!

In the dynamic landscape of branding, healthcare and pharmaceutical companies are redefining their identities and strategies. Driven by brand purpose and health and wellness trends, the industry is exploring new territories. Tune in as FutureBrand North America Head of Strategy, Lynne Field, chats with experts, Jamey Hardesty, MPH SVP, Head of Strategy at Jack Health, a Jack Morton Worldwide Agency and Marc Iskowitz, Editor at MM M on the MM M Podcast. They dive into how corporate and consumer healthcare brands are transforming and what it means for your key audiences. 🎧 Don't miss out on this insightful discussion. Listen to the full episode here: https://lnkd.in/ePrmWWzi

Imagine waking up one day and living a gender that doesn't represent who you truly are. You could lose your job for being yourself. You cannot be treated at this hospital.   These are just a few of the everyday challenges the LGBTQ community faces.   🏳️🌈 June is a dedicated time to celebrate and honour the LGBTQ  community and the their history. In 1969, the New York Stonewall riots sparked a wave of activism and a fight for equality. This has resulted in landmark legal victories, global parades, and widespread celebrations.   To commemorate this month, we launched our internal #PrideMonth campaign, "Uncomfortable Truths: The Boldness of Being Yourself," designed to spark reflection, celebrate the courage to live authentically in a world that often promotes conformity and underscore the importance of inclusivity and equality in our workplace and beyond.   Join us in reflecting on these truths and standing up for a world where everyone can boldly be themselves. We encourage everyone to share these messages and to be bold and proud of being themselves. #Pride #LGBTQ #Equality #BeYou