Made Thought and FutureCorp’s evolution of AUFI’s identity flaunts restraint and charisma

At the compelling convergence of creativity and business, ASK US FOR IDEAS (AUFI) are an incredibly interesting company; bridging the gap between clients and design companies, finding the right fit for the right people, and partnering with some of the most talented folks in the creative industry. The London-based company saw the opportunity to strengthen their online and editorial presence, as well as solidify their vision for the future. Not only did this include the launch of a new website, but also saw the launch of AUFI Ventures; a new business arm of AUFI that seeks to invest in emerging companies. Deciding to evolve the company and its brand, rather than simply change or revolutionise it, AUFI co-founder Nick Bell explains that the beginning of that story is akin to AUFI’s ethos; one of collaboration. “Mike [White] who runs Lowrie had pointed me towards a really interesting talk by Eric Hu,” Bell recalls, “where he unpacks the rebrand SSENSE went through (deffo worth a watch by the way),” finding themselves struck by Eric Hu’s analysis of respecting the brand’s DNA and not trying to defy convention at every turn. “We’re in the business of creativity, and so it’s important that we reflect that in an ever-evolving visual world,” Bell adds, “but at the same time we’re keen not to change things for change’s sake.” Bringing on London-based design agency Made Thought to achieve as such, the team sought to elevate their identity and online platform to something that references the work and ethos of their roots, providing the building blocks of their re-evaluation, whilst conveying an established confidence and authentic trust. With their connection with others being central to what they do, however, it was difficult to choose who to work with! “We’ve been lucky to work with some amazing teams over the years,” AUFI’s fellow co-founder Toby Wilkinson recalls, from Bibliotheque’s original identity, Bureau for Visual Affairs’ website design, Accept & Proceed’s work on their ‘Where We Stand’ and Studio Lowrie’s work on ‘Wrapping Up.’