After much deliberation, we've decided to rebrand and refocus our efforts. The separation between inspiration for next practices and contemporary working models no longer makes sense - they're deeply intertwined.

Every day we need to say to ourselves; MAKE IT SIMPLER!

We're moving away from WWXD.COM and SKOUT.ED, consolidating our vision into a single entity: The Futures Academy. This name pays homage to the roots of Future Studies and embodies our goal of providing a space for critical thinking and fresh perspectives on the future.

The concept of an "academy" resonates with us, inspired by philosopher Rene Gude's explanation of academia as a place slightly removed from the mainstream, allowing for objective observation and analysis. We want our participants to experience this as they contemplate their futures and ours.

Visually, we're bringing back the lines - representing connections, relationships, and the Levy flight patterns. These will form a unique style that can adapt to partner identities while remaining distinctively ours. (https://www.futuresacademy.nl/post/our-key-consumption-pattern)

Jeroen is excited about the challenge of creating a reference brand that enhances other brands rather than overshadowing them. We're aiming for a descriptive name with a recognizable style and color scheme.

The new color scheme from earth tone to a bit more 'brighter future', while are font is going to be Helvetica Now... also to be as down-to-earth as possible, allowing partners to use our materials without conflict of interest of identities,

The design system is connecting on all levels

While everything is still under construction, it feels like the pieces are finally falling into place. We've already had successful sessions using our framework and tools, featuring some excellent 21st-century examples.

It's been a journey of discovery, with many Bagels & Beans sessions along the way. But now, as Jeroen and I align on this new direction, it feels right. We're following the content, the user, and our sense of purpose.

One of the very first versions left, the firm text and wobbly 'tape', form lines and a even more 'we are just a label' style branding