Platform’s stoic identity for Future Co. reflects the sportswear brand’s forward-thinking ethos.
- 21st October 2021
- Text: Harry Bennett
- Imagery: Future Co
- 3M Read
Bolstering this bold stoicism is the muted use of colour, with Platform utilising a range of dark, neutral colours throughout. “Colour is an emotive agent for any brand,” Hawkins tells us, “using colour went against what Future Co. stands for,” he adds, opting to avoid any colourful expression and instead take a technological approach to its application. “The colour palette is a neutral selection,” he continues, “again based on a percentile usage.”...
