When three colleagues started plotting to launch their own agency I code named it AG3NCY (3 people starting an agency) but we wanted a name that expressed our ambitions for our crafts and our clients. We needed a name and logo that embodies a sense of striving and discovering something special.

I worked on naming exercises and we selected Future Perfect. As the verb tense used to describe actions that will take place in the future this name represented the promise made to clients and the active role the agency plays in helping brands achieve their business goals.

Following the path of the lines that form the mark leads the viewer to discover the F and P are tightly nested together and inextricably linked. This helps to symbolize the sense of partnership the founders bring to creative relationships.