ABOUT

Futr enables organisations including the police force, local councils and big businesses to transform how they work. The platform delivers AI-powered conversations across messaging channels from Facebook to Alexa, and Skype to Slack, translating into 120 languages in real-time.

After gaining VC investment in 2019, we helped to help transition the brand from consultancy to SaaS product, to achieve their fast growth objectives.

The time-saving, ease of use benefits of Futr’s chatbot platform are huge, but they were struggling to tell their story with clarity and conviction. We simplified their story to focus on customer benefits and reasons to believe. From brand manifesto and messaging to artwork and guidelines, the repositioning delivers an identity with visual impact and verbal clarity; delivered with the credibility and authority required for a brand that promises to transform business.

From the insight gained through our stakeholder workshops we developed a new strategy for Futr to clearly articulate the benefits of their chatbot systems. Our market research revealed a lack of awareness of chatbot platforms, concerns over data security risks and AI replacing staff. This helped shape our brand story and messaging.

A new strapline ‘Liberation through conversation’ now ensures Futr’s core purpose is quickly and simply communicated and reflects its intention to make life easier for everyone through simple and meaningful chat.

Messaging, including phrases such as ‘Automagical chatbots’, ‘Imagine an HR team fluent in 120 languages' and 'Imagine a police force with an instant response time' – all help to communicate the emotional benefit of Futr to its customers in a way that is playful and accessible.

The human qualities of Futr are now reflected in the new logo design. The icon is both an “F” and a human face that could be winking at you. It’s an avatar that people will interact with, and a radical departure from the abstract shapes and chat bubbles that dominate this sector.

We rolled out the new brand identity across various marketing communication materials including website, investor decks and explainer videos. During the Coronavirus pandemic, we developed rapid response campaign assets, as Futr provided its service free of charge to the public sector.

Futr is a technology that will change people’s lives for the better and we’re proud to see it doing that already. This new identity will help it scale at the rate of many other fast-growth SaaS brands, changing people’s perceptions of AI and enabling millions of conversations along the way.

IMPACT
“When we came to Lantern we were on a steep growth curve and needed to transition from a consultancy to a SaaS brand. The team helped us define our brand story and create an impactful visual and verbal identity.”
– Andy Wilkins, CEO and Co-Founder