EXPLORING FUTURES
TMRW is a strategic foresight consultancy helping decision-makers navigate uncertainty, understand change and build competitive advantage for the future.
Rather than predicting a single future, TMRW explores what could happen and uses those possibilities to help organisations make better decisions today.
The brand was developed around this principle: the future isn’t something to predict. It’s something to actively shape.
Brand: TMRW FUTURES
Collective: Andrew Franks, Jon Cherry, Alicia van Greuning
Brand Strategy
Brand Naming
Brand Identity
Brand Positioning
UI/UX
The Challenge
The future is becoming a business problem. AI, new consumption models and rising uncertainty are reshaping strategy. TMRW’s opportunity is to make futures and foresight more accessible, approachable and commercially relevant.
The Opportunity
How do you make the future feel tangible? The challenge was to make TMRW’s abstract world of change, complexity and future thinking feel tangible, without relying on clichés. It needed to be intelligent but accessible, progressive but purposeful, and strategic without feeling like a conventional consultancy.
The Outcome
TMRW was developed as a brand that makes strategic foresight feel clear, relevant and actionable. It moves the category away from distant predictions and towards active participation in the future.
Strategy
The name TMRW became the starting point. By reducing “tomorrow” to its essential form, the name feels immediate rather than distant. Tomorrow isn’t some far-off destination. It is already approaching. This created a simple strategic proposition: Understand change, get clarity.
TMRW positions itself as a partner for leaders facing uncertainty, helping them look beyond today’s assumptions and consider what the world could become.
This approach is deliberately future-facing, but its purpose is firmly rooted in the present.
EXPLORING FUTURES
Visual Identity
Rather than illustrating a fixed version of the future, the system allows ideas, information and perspectives to move, combine and evolve.
Typographically, it provides the clarity and authority required of a strategic consultancy, while more expressive visual elements introduce curiosity and possibility. Abstract forms, systems, diagrams and editorial compositions become a visual language for things that cannot easily be photographed: change, complexity, uncertainty, systems and future possibilities.
Finally, an identity is born that feels future-facing without looking like a technology brand.
TMRW Briefings
Editorial became an important extension of the identity by turning foresight into something people can explore.
Monthly insight reports extend the brand through an editorial system inspired by Monocle. Each edition adopts its own visual language while remaining consistent with the core identity.
TMRW 2035
TMRW 2035 is a powerful expression of approach.
The 2026 edition, 2035: Business Futures and the New Landscape of Consumer Demand, explores what the business environment and consumer could look like ten years into the future. Rather than offering a single prediction, it examines more than 60 drivers of change across six interconnected dimensions: Define, Relate, Connect, Create, Consume and Destroy.