Future Strategy Club
As the Senior Art Director at Future Strategy Club (FSC), Daria focused on developing the agency’s branding and merchandising strategies. This role involved crafting a cohesive visual identity that effectively represents the fund’s mission while designing a diverse range of products—from organic t-shirts and accessories to beer and coffee—that resonate with the local community.
Task
The goal was to establish a strong brand presence that not only encourages local support but also drives revenue for community initiatives, ultimately fostering social prosperity in Peckham.
Future Strategy Club is an independent full-service creative agency based in London, partnering with global corporations and UK start-ups. Renowned for its innovative, lean membership model, FSC assembles bespoke teams from a curated pool of over 500 creative professionals, ensuring that the right talent is engaged for each project. This approach delivers exceptional strategic and creative work with agility and cost-effectiveness, covering everything from strategy to creative execution.
The concept began preserving the iconic 3D FSC logo within a revisited sun, aiming to maintain the agency’s essence while highlighting its unique membership-based structure. The vision was to represent the agency as a solar system, with diverse talents symbolized by a grid of small, moving suns. As projects evolve, the graphics dynamically zoom in or out to showcase the ever-changing combinations of creative expertise.
The FSC visual language was crafted by developing a variety of moving elements that can be combined in countless ways, offering a multitude of graphic combinations while preserving the brand’s core identity. This approach ensures a vibrant and adaptable brand presence that reflects the agency’s innovative spirit.
FSC, a vibrant and innovative agency, entrusted me with a complete rebranding and tone of voice overhaul. During my two years as an in-house Art Director, I developed a comprehensive visual communication strategy that encompassed every aspect of the brand, from its identity to print materials, branded merchandise, graphic presentations, and digital platforms. I also created digital assets for print, web, and social media, including an extensive set of templates and design libraries for the agency’s junior designers. This initiative ensured consistency and scalability across all platforms, reinforcing the brand’s identity in every interaction.
The FSC brand has now evolved into two distinct entities: the agency and the charity CIC. This split allows each to better serve its purpose. The brand was reinterpreted to reflect this division, with the goal of creating two separate entities that are distinct yet still connected. Both maintain their unique identities while continuing to uphold the core values and mission of FSC.
Phone
Ph: +44(0)7883537401
Email
info@dariapetrillo.com