Future London Academy's Branding Now Course Receives Provocative Visual Identity Redesign

In December 2023, Future London Academy unveiled a comprehensive visual identity overhaul for its Branding Now educational program, which targets senior creative professionals. The redesign project was executed by the academy's internal design team in partnership with Campbell and Robyn Butler, founders of Lovework Studio. Both Butlers previously held positions at prominent agencies Wolff Olins and DesignStudio. Their collaborative methodology involved initial concept generation, careful development of ideas, and direct artistic supervision. This process intentionally reflects the transformative educational journey the course offers participants. The new identity represents a significant shift from the program's former minimalist aesthetic influenced by Swiss design principles. It now embraces a more expansive and expressive visual language. A central element is an intricate three-dimensional coral structure, created using MidJourney artificial intelligence tools. This complex form symbolizes the layered ecosystem of brand development. The incorporation of AI-generated imagery serves to prompt dialogue about artificial intelligence's expanding influence within branding practices. Typography was enhanced through the addition of Space Grotesk, designed by Florian Karsten Typefaces, alongside the academy's existing custom font OnyFuture. This combination introduces playful elements that interact with spatial grid systems. The overall result presents a distinctive visual system that challenges conventional expectations for branding education materials. The redesign aims to embody the course's core mission of fostering innovation and distinction in the rapidly changing field of brand identity design. Key contributors included art directors Campbell Butler and Robyn Butler from Lovework Studio, with design execution by Polina Kirei and Uliana Kovalenko from Future London Academy.