Daniel Quay
Work:  Case Studies   Identities   Type   Marks


Futuristic


THE ASSIGNMENT 

Identity Design for a film and post company in Denver, offering full-spectrum filmmaking under one roof.


A streamlined and immersive studio that balances behind-the-scenes irreverence and high production sheen.





STUDIO
Consume & Create

ROLE
Art Director and Lead Designer.

My largest contributions were designing the logo system, supporting design, type, & icon systems, art direction for various tertiarty system elements, and design of production manuals.

CREATIVE DIRECTION
Josh Wills

Design Support
Dylan Fowler, William Johnston

COPYWRITING
Alicia Danielsen

CONTRIBUTING DESIGNERS CITED ON RELEVANT IMAGERY.
All Film Stills from Futuristic. LOGO ANIMATIONS BY WILLIAM JOHNSTON.




MUSE

During the strategy process, we find muses in all sorts of places. After a few false starts, we asked Futuristic one question:

“If you could say one thing to every young filmmaker in the world, what would you say?”

Their response?
“Chase The Good Story.”

Muse. Found.


THE LOGO SYSTEM

The logotype and container was inspired by the encompassing feeling a theatre gives to viewers. A dynamic system inspired by 1970’s film company logos lets the mark look well framed from ultra widescreen to social media avatar.




The TYPE System 

Futuristic thrives in creative balance; their directors have been in the business “since film was filmed on film,” but they continually innovate with each new project. They’re a rare team that’s just as comfortable behind a RED 8K camera as they are with a NIZO Super8.

To communicate this balance, the futuristic type system balances vintage personality with modern cleanliness. With impact type inspired from old, french movie titles, and hyper-utilitarian paragraph type, the type system feels delightfully outside of time.

^ THESE PHRASES WRITTEN AND REFINED BY ALICIA DANIELSEN
Iconography &  BRAND PHILOSOPHIES

To speak to the guiding philosophies and differentiators, six icons channel the energy of old stereo instructions, and camera labels.

To balance these utilitarian icons, we shifted focus to a more expressive tertiary system: 
^ Larger illustrations by dylan fowler, and many elements designed by william johnstoN
The TERTIARY System - EXPRESSIVE ELEMENTS


Futuristic takes projects from concepting & storyboarding to final color grading and production. It’s rare to have a full spectrum filmmaking experience under one roof. For our tertiary system, we sought to express the wide range of capabilities and personalities Futurisitc has under one roof.

To complete the brand system, I ran art direction within our studio to help create a wide variety of secondary elements to be used for merch and playful brand executions.








ART DIRECTION - COLOR FRAMING

In our research, we noted that many film & production sites use a lot of black & white for their identities. To differentiate Futuristic within the space, the system uses contrast or focal colors from within the films to frame the viewing experience.

Colors are selected by each film’s director, adding a final layer of intentionality to each film.



DECK DESIGN : Treatment & Pitch

Finally, we leveraged the type, color, and icon systems to create a fluent, cohesive and best of all, user-updateable deck template system.




Futuristic.
Chase The Good Story.



FIN