Creating a category-changing brand for the net zero economy

Our analysis of ‘green’ businesses showed that they’re largely undifferentiated – and use limited codes, fear-based language, and elitist imagery. At its core, Future is exactly the opposite: a card and product suite for everyone, regardless of income level or geography, to inspire and reward everyday green choices. We developed a distinct brand positioning that reflected this emerging cultural shift towards eco-positivity.

We created a ‘house of brands’ naming convention for current and future initiatives and products – starting with FutureCard. Our design system features earthy tones, optimistic iconography, and honest, joyful photography across digital, print, and debit card design. Our UX strategy ensured the whole process – from card application to tap-to-pay to monitoring your rewards on the app – feels easy, rewarding, and accessible.

FutureCard attracted thousands of applicants across the United States – exceeding initial projections and landing breakthrough partnerships with companies like Rad Power Bikes, Back Market, Allbirds and Grove Collaborative. In early 2023, Future established a first-of-its-kind collaboration with Volkswagen Group of America, providing drivers with a free calculator to measure the carbon savings of their EV. Since launch, Future has raised two successful capital rounds, bolstered its entertainment rewards capabilities by acquiring Fan Rewards; and been featured by Fast Company, CNBC, and TechCrunch.