FutureBrand Australia

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Overview

$100,000+

Min Project Size

150+

Avg Hourly Rate

10 - 49

Employees

1999

Year Founded

ABOUT FUTUREBRAND AUSTRALIA

A global brand transformation company

We are a diverse and innovative team of experts in brand strategy, identity, and experience. As an independently minded, locally owned group, we also leverage the global connections and resources of FutureBrand. Our collaborative approach helps organizations transform and safeguard their brands for the future. We cover everything from research and analysis to brand strategy, architecture, naming, language, employee engagement, and customer experience, all aimed at delivering a tangible competitive edge.

Languages Spoken

English

HIGHLIGHTS

$100,000+

Min Project Size

150+

Avg Hourly Rate

10 - 49

Employees

1999

Year Founded

Services

Focus

Industries

Clients

Services Provided

60% Brand Identity Design

25% Logo Design

15% Brand Guidelines Development

About the Team

OUR STORY

FutureBrand Australia specializes in transforming brands to drive business growth through diverse perspectives, creativity, and collaboration. Their dedicated team guides brands from purpose to everyday experience, tailoring unique futures for each client. Proudly B Corp certified, FutureBrand balances purpose and profit, committing to positive impacts for people, communities, and the planet. Their leadership, including CEO Rich Curtis and Head of Strategy Victoria Berry, spearheads innovative strategies and client partnerships. With expertise in brand strategy, experience design, creative storytelling, and organizational alignment, they help brands connect deeply with customers and employees. Serving sectors from finance to healthcare and entertainment, FutureBrand fosters enduring brand value and measurable impact, maintaining strong client relationships and a high Net Promoter Score of +76.

Portfolio

Macquarie Group: Global brand transformation

Unknown

Macquarie is a worldwide financial services organization rooted in Australia, possessing a unique perspective on the world and opportunities. To assist a business that is continuously growing and evolving, FutureBrand collaborated with Macquarie to create a brand as adaptable as the company itself, suitable for today's modern landscape. We devised a clear and engaging strategic framework that allows Macquarie to fully embody the diverse narratives that define who they are, what they do, and most importantly, how and why they do it. To complement this framework, we modernized Macquarie’s global brand identity with a range of custom and dynamic assets. While honoring its rich history, we refined essential components, including the logo and the primary black-and-white color scheme, while infusing greater meaning and creativity through a versatile toolkit to ensure a distinct brand experience across different touchpoints. To enable Macquarie to share their global brand narrative effectively and memorably, we collaborated with type specialists Dalton Maag to design a custom typeface. Tailored and distinctive, MCQ Global was carefully developed to unify Macquarie’s voice across various stories, empowering everyone in the organization to convey the brand with clarity and confidence. Given our digital environment, it was essential for the new brand to be dynamic and impactful across all online platforms. Working alongside Macquarie's internal production studio, motion agency Never Sit Still, and sound design firm SongZu, these elements bring the brand principles to life with emotional resonance.

Guide Dogs: Unifying an iconic brand

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Guide Dogs Australia, representing federated state-based organizations, is the largest provider of seeing eye dogs in the country. However, the environment they operate in today is nearly unrecognizable compared to when they were established in 1958. In a sector where funding is increasingly competitive, the Guide Dogs brand must significantly enhance its appeal to establish a strong competitive edge. To achieve this, it was essential to unify their state-based organizations, allowing them to concentrate on delivering vital services to individuals of all ages, from infants to the elderly, regardless of funding availability. The chance to rebrand a national icon is rare. Thus, while creating a new brand identity that offers greater clarity and impact, we aimed to reflect their strategic vision while honoring their rich history. This process led to a visually appealing identity that is also accessible. The strategic decision to remove the dog from the brandmark empowered Guide Dogs to reach a wider audience and expand its services, reinforcing their significance in the lives of Australia's blind and low-vision community now and in the future. A vibrant and optimistic color palette enhances legibility across all platforms, while specific color combinations target different audience groups, ensuring easy access to information. Additionally, dynamic graphic patterns convey energy and movement, assisting clients in navigating our resources. Finally, to acknowledge the positive impact of Guide Dogs on Australians of all ages, we established a new photographic direction that highlights the joy found in everyday achievements and the value of human connection.

AFC: Transforming the world game in Asia

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Football, often referred to as the 'world game', is immensely popular in Europe and South America, but it is also a significant passion in Asia, contrary to popular belief. In fact, half of the global football fans reside in Asia, with China alone having 238 million fans—more than the combined fan base of France, Italy, Germany, the UK, and Spain, which totals 131 million. Asia is emerging as the hub of football fandom, and its growth potential is evident. The Asian Football Confederation (AFC) and Football Marketing Asia (FMA) tasked us with developing a branding ecosystem and a cohesive portfolio of appealing identities for key AFC men's, women's, and youth tournaments. Our goal was to enhance these competitions' global stature while embedding uniquely Asian elements to foster deeper connections with AFC football among fans. Historically, inconsistencies and a lack of clarity in branding have held back the competitions' full potential and market value. For instance, the AFC Asian Cup, Asia's premier tournament, has undergone rebranding with each cycle, resulting in little connection between the distinct competition brands and hindering long-term brand equity. Additionally, important events like the AFC Asian Qualifiers for the FIFA World Cup lacked any branding, which diminished their commercial value. Recognizing this gap, the AFC decided to adopt a unified strategy to enhance and promote the worth of its competition brands. Our objective was to establish a branding ecosystem featuring unique identities for AFC competitions within a connected framework, highlighting the Asian football narrative, delivering visually engaging experiences for fans, and providing valuable assets to broadcasters and sponsors, all while increasing engagement with Asian football on a large scale. This new branding initiative has successfully contributed to a 14% growth in the market and attracted 104 million new fans across Asia.

1 more project

Projects & Clients

Project Size & Rate

Minimum Project Size

$100,000+

Average Hourly Rate

150+

Pricing Snapshot

Min Project Size

$100,000+

Avg Hourly Rate

150+

Cost Rating

N/A

What Clients Have Said

"FutureBrand Australia delivers quality projects within budget and timeline expectations based on verified client feedback."

Based on verified reviews and internal benchmark data

PROJECT BUDGETS

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Brand Identity Design

Logo Design

Brand Guidelines Development

Industry Recognitions

FutureBrand Australia supports World Youth Skills

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FutureBrand Australia furthers wildlife conservati

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Locations

Headquarters

1 Nicholson Street

East Melbourne, Victoria, Australia 3002

Headquarters

2-12 Carrington Street 2000

Sydney, New South Wales, Australia 2000

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