FUTURE CUBE

Bringing multiple stakeholders together to foster London’s innovation culture

  • Whilst working at architecture practice Freehaus, me and the team were commissioned to create the brand identity, signage, wayfinding, and the interior design for Future Cube.

    With support from the Mayor of London’s Good Growth Fund, Havering Council entered partnership with SEGRO and London Riverside BID to deliver Future Cube – an exciting and engaging space that will empower businesses to adopt new technologies and digital capabilities, improving their performance, resilience and long-term viability.

    Alongside the retrofit of an industrial unit in Havering, we designed and implemented a new brand identity for the project, unifying differing agendas and bringing multiple stakeholders together.

  • Through a series of engagement workshops, we facilitated conversations around the ethos, messaging and market positioning of the project, as well as its name.

    This guided us in the creation of the logo, colour palette, typography, signage, wayfinding and the interior design.

    Aligning with the project’s vision, the brand communicates and reinforces London’s innovation culture in a bold and approachable way.

    The brand aesthetic takes cues from the colours and signs found on industrial sites, making the brand relatable and familiar to the target audience: small businesses in the construction, logistic and manufacturing sectors.

    The name, signage, wayfinding, and brand touchpoints are playful and relaxed, demystifying technology and allowing everyone to explore and experiment.

SERVICES
Brand Identity, Wayfinding

TEAM
Architect and Lead Designer – Freehaus
Branding and Wayfinding – Ana Beatriz Fernandes
Photography – Ivan Jones

A yellow background with black dotted accents and the text 'FUTURE CUBE' in the centre.
Floor signage indicating different areas within the working spaces featuring yellow lines on a grey concrete floor, with a yellow barrier in the background.
Color palette chart titled 'Main Colours' showing black and yellow, along with secondary colors of green and grey, each with their RGB, CMYK, and HEX codes.
A letterhead titled "Future Cube" with black and yellow design elements, including business cards featuring a black rectangle with yellow text and a yellow block with dotted pattern containing contact details, placed on a light green background.
Website homepage for Future Cube featuring a yellow header with the logo and a photo of industrial automation equipment and people, with a yellow section containing text about business offers and wireframe circles labeled Construction and Logistics.
Wayfinding and signage designs featuring yellow sign with black outline of two people at a counter and the word 'Reception' in stylized black text.
Modern workspace with a woman working on a laptop at a table, surrounded by yellow transparent partitions, with a large digital screen on the back wall and exposed industrial ceiling elements.
A woman and a girl are inside a room with yellow translucent walls, sitting on metal wire benches, facing two large green digital screens. The woman is gesturing towards the screens, which display icons and the time 12:02. A sign on the floor reads 'DEMOSTRATOR'.
Display shelves with black wireframe bases and dark gray tabletops, some with white letter and number markings, in a retail store. Yellow curtains partially obscure the view.
Yellow signage with male and female figures, indicating the toilets, on a dark grey wall.
Modern conference room with yellow translucent curtains, glass walls, and a long table with chairs inside a well-lit building with a high ceiling and visible metal roof structure.
Yellow markings on concrete floor, including a number 2 and other symbols, next to a transparent yellow partition.