Future Lead

Branding a Zurich-based consulting company

Unusual communication messages and a custom-made typography make Future Lead stand out in the Swiss consulting scene.

Start with the mindset

Dr Désirée Anja Jaeger is the founder of Future Lead, a Zurich-based specialised HR consultancy for digital transformation. She asked Creative Supply to strengthen Future Lead’s brand story and visual identity. We worked with our Brand Story Canvas and brand archetypes to develop key messages:

  • Mindset (not technology) is the key to the success of digital transformation
  • Future Lead is like a maverick with new ideas and methods to help shift mindset of leaders
  • Future Lead bridges the worlds of business and cognitive sciences (building the mindset to lead tomorrow)

We then helped simplify Future Lead’s service range, making it clearer to communicate. For the brand visual identity, we worked with our Paris-based art director Flore Meier. She created a minimalist design based on a custom-made typography. The notion of mindset shift is expressed through a font glitch while the red colour reminds of Switzerland, the home of Future Lead. The abundant use of white space gives a feeling of freedom.

Creative Supply continues to support Future Lead with the digital roll-out of the new brand identity.