FutureDude’s upcoming motion picture film, Persephone, chronicles a captivating, future-focused journey that unites storytelling, science and the imagination – and it needed a distinguished brand identity that would strike a harmonious balance between each of those themes. 

When FutureDude founder Jeffrey Morris approached Capsule, a Minneapolis-based brand design agency, with the Persephone project, the team was more than excited to dive in. 

“This project was a really fun one for our designers,” Capsule’s Director of Experience Strategy Dave Buchanan said. “They generally like identity or logo projects anyway, but all three of the designers are science fiction fans and really wanted to participate in it.” 

Capsule began working with FutureDude in 2013 to design the FutureDude Entertainment logo and has since also designed the logos for films Parallel Man and Brainstorm. 

“I’ve worked with Jeff since the beginning of his work with Capsule… he is a very creative person. He has a good hand in illustration; he’s very good with computer graphics and he thinks along those lines of creativity and assets,” Buchanan said. 

After Capsule’s team read the Persephone script and got to know the characters, location and story, they developed several diverse brand ideations that pulled from various themes and gave subtle nods to classic science fiction films like Star Wars and 2001: A Space Odyssey. 

“The final logo was one designer’s logomark and another designer’s wordmark,” Buchanan said. “We did some refinements to the wordmark portion to pull it in closer to what Jeff wanted. Then we used the logo from another idea because he really liked that.” 

As a “lifelong science enthusiast” who has worked with NASA and created commercials, music videos and award-winning documentaries, Buchanan says that Morris has a better handle on brand representation and the creative process than most of Capsule’s clients. 

“I would say – in any of the work that we do with Jeff, he’s more involved than other clients,” Buchanan said. “Because we know him and trust his artistic sensibility, it’s always easy for us to work together collaboratively.”