THE FUTURE STORY OF .IT
BUILDING A BRIGHTER, MORE HUMAN BRAND FOR THE TECH INDUSTRY
The Future Story of .IT is a new platform from Compare the Cloud — created to share insights, interviews and opinion pieces on the rapidly changing world of technology. I was commissioned to develop a distinctive brand identity that reflected innovation and optimism while avoiding the typical “cold and corporate” feel that dominates much of the IT sector.
The brief called for something future-facing yet approachable — a visual and verbal identity that felt intelligent, energetic and forward-thinking. I led the creative direction, brand identity design and tone-of-voice development, producing a complete style framework that covered logo design, colour palette, typography, and content direction for use across digital platforms.
The result is a clean, vibrant brand that captures the human side of technology — helping Future Story of .ITcommunicate expertise in a way that feels inclusive, positive and modern.
SKILLS: BRAND STRATEGY | CREATIVE DIRECTION | BRAND IDENTITY DESIGN | ARTWORK
“Lennie has been a breath of fresh air to work with. He worked hard to understand our products, services and our business and what’s more, he is highly creative too! I would definitely recommend.”
“The work we did with Lennie was amazing and allowed us to hone down brand concepts and ideas. Being a creative company ourselves also meant we faced a lot of challenges internally and these were very well smoothed out by Lennie.”
“Lennie Hedges has been an absolute joy to deal with and have produced work of the highest quality. The process of working in partnership with us, and ultimately the exceptional design work, has been highly impressive. We hope to remain clients of all yours for many years.”
“I had the pleasure of working with Lennie when I commissioned his services to develop the microsite for Haringey Council’s anti-knife campaign, I’m Out. Despite being given such a challenging task, Lennie was able to deliver a website that more than exceeded my expectations. I am delighted with the microsite Lennie delivered and am grateful that I had the opportunity to work with someone who made a very stressful task, less so because of his professionalism and positive and flexible attitude.”