FUTURES LEADES SUMMIT 2025
Evolving a brand, not reinventing it
Futures Leaders Summit (FLS) is an annual three-day STEM summit organized by BH Futures Foundation in Bosnia and Herzegovina. Bringing together diaspora professionals from across Europe, the US, and Australia, the event connects world-class researchers, engineers, and entrepreneurs with local students and emerging leaders.
Having designed the original FLS visual identity in 2023, the brief for 2025 was clear: evolve the brand to reflect the milestone theme, ten years of BHFF’s impact, while maintaining full continuity with the established identity system. No blank canvas. Calculated progression.
“A Decade of Impact,
A Future of Possibilities.”
The theme anchored every creative decision — from the logo modification to the choice of hero imagery for each track.
The cube, extended
The FLS logomark is a geometric cube that encodes the letters F, L, and S in its three visible faces, a mark designed for longevity. For 2025, the challenge was to signal the milestone year without compromising the structural integrity of the original mark.
The “25” was drawn using the same stroke weight, isometric logic, and internal spacing as the FLS letterforms, making it feel like a natural vertical extension of the cube rather than a badge or overlay. The result is a taller, more monumental mark that visually communicates growth and legacy.
System, not decoration
The 2025 visual system retained the core brand DNA – dark navy/purple backgrounds, yellow accent, geometric precision, while introducing a more defined structure to accommodate three distinct content tracks. Each track received its own hero imagery, creating visual differentiation within a unified system.
Navy anchor, purple depth, yellow signal. Inherited and held. within a unified system.
BOLD geometry. Pairs with MONTSERAT regular for hierarchy.
Full-spectrum production
The scope covered the complete event communication cycle, from pre-event social build-up through live-event screen content to post-event merch.
30+ posts – speaker announcements, event countdowns, track reveals, partner features. Designed as a template system for in-house population.
Motion graphics for on-stage display, panel intros, speaker lower thirds, programme transitions, and ambient loops. Designed and animated in-house.
T-shirts, lanyards, notebooks, and print colateral. Logo applied across print formats, both colour and monochrome versions.
A living identity that grows with the event
The FLS 2025 identity delivered continuity where it mattered and freshness where it was needed. The evolved logo became the clearest visual signal of the milestone year, present on stage, on screen, on every piece of print, and on the bodies of the people who made it happen.
With the system now in its third iteration, FLS has moved from a one-off brand to a genuinely evolving visual platform — one that accumulates meaning with each edition rather than starting over.