Futurenest
Rebranding for a Rising Start-up
‘Futurenest’ is a collective of friends who are passionate about technology education and are committed to nurturing the younger generation.
Time Frame
June 2023
Role
Brand Design
Involvement
Brand Strategy, Visual Identity Design
Mentor
Ethan Deng
Overview —
在畢業後，在考慮了許多選擇後，由於想更深度的了解 SaaS 產品的領域及科技產業，我加入了新創團隊―「未來巢」科技，並在其中展開了3 個月的實習工作。公司當時處於從專案工程轉換成產品服務的時期，因著目標客戶、市場的不同，需要一個更加適合溝通的品牌形象，對於品牌設計、商業策略有熱情的我，便接下了這樣的挑戰。
在專案中，我將目標著重於品牌定位的整合、定位，以「破壞性、創新」為概念主軸概念，將原本較保守、硬理論導向的品牌形象轉化為更貼近客戶、具親和力的樣貌。同時透過品牌規範系統，重新整合了設計系統，將Logo 重新定義，將理念具象化，拓展品牌系統應用性。
在畢業後，在考慮了許多選擇後，由於想更深度的了解 SaaS 產品的領域及科技產業，我加入了新創團隊―「未來巢」科技，並在其中展開了3 個月的實習工作。公司當時處於從專案工程轉換成產品服務的時期，因著目標客戶、市場的不同，需要一個更加適合溝通的品牌形象，對於品牌設計、商業策略有熱情的我，便接下了這樣的挑戰。
在專案中，我將目標著重於品牌定位的整合、定位，以「破壞性、創新」為概念主軸概念，將原本較保守、硬理論導向的品牌形象轉化為更貼近客戶、具親和力的樣貌。同時透過品牌規範系統，重新整合了設計系統，將Logo 重新定義，將理念具象化，拓展品牌系統應用性。
After graduation, after considering a number of options, I wanted to gain a deeper understanding of the SaaS product field and the technology industry, so I joined the start-up team, Futurenest Technology, and started a 3-month internship there. At that time, the company was in the process of switching from project engineering to product service, and due to the different target customers and markets, a more suitable brand image for communication was needed. I was passionate about brand design and business strategy, so I took up this challenge.
In the project, I focused on the integration and positioning of the brand positioning, with ‘disruptive and innovative’ as the conceptual axis, transforming the original conservative, hard theory-oriented brand image into a more customer-friendly and approachable look. At the same time, through the brand specification system, the design system was reintegrated, the logo was redefined, the concept was visualised and the applicability of the brand system was expanded.
After graduation, after considering a number of options, I wanted to gain a deeper understanding of the SaaS product field and the technology industry, so I joined the start-up team, Futurenest Technology, and started a 3-month internship there. At that time, the company was in the process of switching from project engineering to product service, and due to the different target customers and markets, a more suitable brand image for communication was needed. I was passionate about brand design and business strategy, so I took up this challenge.
In the project, I focused on the integration and positioning of the brand positioning, with ‘disruptive and innovative’ as the conceptual axis, transforming the original conservative, hard theory-oriented brand image into a more customer-friendly and approachable look. At the same time, through the brand specification system, the design system was reintegrated, the logo was redefined, the concept was visualised and the applicability of the brand system was expanded.
Context —
隨著「未來巢」由資訊專案服務轉型為產品服務，我們重新定義品牌核心價值，凝聚企業文化，並重新塑造品牌識別設計，以擴大「未來巢」的影響力。
With the transformation of Future Nest from an information project service to a product service, we have redefined our core brand values, consolidated our corporate culture and reshaped our brand identity design to expand the reach of Future Nest.
隨著「未來巢」由資訊專案服務轉型為產品服務，我們重新定義品牌核心價值，凝聚企業文化，並重新塑造品牌識別設計，以擴大「未來巢」的影響力。
With the transformation of Future Nest from an information project service to a product service, we have redefined our core brand values, consolidated our corporate culture and reshaped our brand identity design to expand the reach of Future Nest.
Strategy —
透過與使用者的深入訪談和內部團隊、主管的合作，我們全面研究並整理了公司的現狀並展望未來，針對顧客體驗和品牌識別系統進行了整合，以重新定義品牌核心價值。
Through in-depth interviews with users and collaboration with internal teams and executives, we comprehensively researched and organised the company's current situation and looked into the future, integrating customer experience and brand identity systems to redefine the brand's core values.
透過與使用者的深入訪談和內部團隊、主管的合作，我們全面研究並整理了公司的現狀並展望未來，針對顧客體驗和品牌識別系統進行了整合，以重新定義品牌核心價值。
Through in-depth interviews with users and collaboration with internal teams and executives, we comprehensively researched and organised the company's current situation and looked into the future, integrating customer experience and brand identity systems to redefine the brand's core values.
Solution —
經過深入研究和訪談「未來巢」的經營者和潛在客戶，我們整合了品牌內部的聲音和想法，並通過設計精準地傳遞了品牌核心價值。除了在視覺和標誌細節上的更新外，我們還協助梳理了「未來巢」BD 團隊內部的溝通工作，引入了更系統化、且適合於網路媒體的設計方法和工具。
After in-depth research and interviews with Future Nest's operators and potential clients, we consolidated the brand's internal voices and ideas, and accurately communicated the brand's core values through the design. In addition to refreshing the visual and logo details, we also helped streamline communication within the Future Nest BD team, introducing a more systematic design approach and tools that are suitable for online media.
經過深入研究和訪談「未來巢」的經營者和潛在客戶，我們整合了品牌內部的聲音和想法，並通過設計精準地傳遞了品牌核心價值。除了在視覺和標誌細節上的更新外，我們還協助梳理了「未來巢」BD 團隊內部的溝通工作，引入了更系統化、且適合於網路媒體的設計方法和工具。
After in-depth research and interviews with Future Nest's operators and potential clients, we consolidated the brand's internal voices and ideas, and accurately communicated the brand's core values through the design. In addition to refreshing the visual and logo details, we also helped streamline communication within the Future Nest BD team, introducing a more systematic design approach and tools that are suitable for online media.
Research 體驗研究 —
從經營者角度深度了解" 未來巢”
透過與經營者和主管進行深入訪談，我們獲得了品牌轉型的原因和深刻見解。前期研究的回饋顯示，最有價值的部分莫過於再次激發內部對品牌核心價值的檢視，這成為了品牌內部重塑的契機。
從受眾 & 潛在客戶的角度來看
從經營者角度釐清品牌策略與發展方向之後，接下來很重要的是從客戶、消費者的視角，來找到可以切入的洞見，以及該族群最在乎的需求。
從經營者角度深度了解" 未來巢”
透過與經營者和主管進行深入訪談，我們獲得了品牌轉型的原因和深刻見解。前期研究的回饋顯示，最有價值的部分莫過於再次激發內部對品牌核心價值的檢視，這成為了品牌內部重塑的契機。
從受眾 & 潛在客戶的角度來看
從經營者角度釐清品牌策略與發展方向之後，接下來很重要的是從客戶、消費者的視角，來找到可以切入的洞見，以及該族群最在乎的需求。
An in-depth look at Futurenest from an operator's perspective
Through in-depth interviews with operators and executives, we gained insights into the reasons for the brand's transformation. Feedback from the previous study showed that the most valuable part of the process was the re-invigoration of the internal review of the brand's core values, which became an opportunity for an internal reinvention of the brand.
From the audience & potential customer's perspective
After clarifying the brand strategy and development direction from the operator's point of view, it is then important to find insights from the perspective of customers and consumers, as well as the most important needs of this group.
An in-depth look at Futurenest from an operator's perspective
Through in-depth interviews with operators and executives, we gained insights into the reasons for the brand's transformation. Feedback from the previous study showed that the most valuable part of the process was the re-invigoration of the internal review of the brand's core values, which became an opportunity for an internal reinvention of the brand.
From the audience & potential customer's perspective
After clarifying the brand strategy and development direction from the operator's point of view, it is then important to find insights from the perspective of customers and consumers, as well as the most important needs of this group.
Rebranding Concepts
品牌重塑核心概念 —
HUMANITY ＆ FUNCTION
" 未來巢" 作為跨足科技& 教育的新創科技公司，跳脫於大家對於傳統的印象，從標準字的設計中，特別選用" Space mono " 字體，凸顯工程師/ 設計師技術驅動的專業團隊。此外，更從顏色著手，將活潑、親近的印象以鮮明的色彩呈現，希望給客戶耳目一新的感受，將品牌重塑一同聚焦於更加大膽前行與追求卓越的精神之上。
在品牌形象塑造上，罕見的加入ip 角色的設定，拉近與消費者、客戶之間的熱情，讓後續品牌應用上有更多可能性。
HUMANITY ＆ FUNCTION
" 未來巢" 作為跨足科技& 教育的新創科技公司，跳脫於大家對於傳統的印象，從標準字的設計中，特別選用" Space mono " 字體，凸顯工程師/ 設計師技術驅動的專業團隊。此外，更從顏色著手，將活潑、親近的印象以鮮明的色彩呈現，希望給客戶耳目一新的感受，將品牌重塑一同聚焦於更加大膽前行與追求卓越的精神之上。
在品牌形象塑造上，罕見的加入ip 角色的設定，拉近與消費者、客戶之間的熱情，讓後續品牌應用上有更多可能性。
HUMANITY ＆ FUNCTION
As a technology and education start-up company, Futurenest has gone beyond the traditional image of ‘Space mono’, which is the standard character design, to highlight the technologically driven professional team of engineers/designers. In addition, we also started with the colours, presenting the lively and intimate impression with bright colours, hoping to give customers a refreshing feeling, and focusing the rebranding on the spirit of boldness and the pursuit of excellence.
In terms of brand image, it is rare to add the ip character setting to bring the passion between consumers and customers closer, allowing more possibilities for subsequent brand applications.
HUMANITY ＆ FUNCTION
As a technology and education start-up company, Futurenest has gone beyond the traditional image of ‘Space mono’, which is the standard character design, to highlight the technologically driven professional team of engineers/designers. In addition, we also started with the colours, presenting the lively and intimate impression with bright colours, hoping to give customers a refreshing feeling, and focusing the rebranding on the spirit of boldness and the pursuit of excellence.
In terms of brand image, it is rare to add the ip character setting to bring the passion between consumers and customers closer, allowing more possibilities for subsequent brand applications.
