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What’s behind a logo? ‘Building a Brand’ Series by The Futur

Published Oct 15, 2019

Design channel, The Futur, gives a raw look at the branding process through their new docu-series “Building A Brand.” From the first client meeting to the public brand launch, this show takes you through the ups and downs of the design process.

Partnering with brand strategy design consultancy, Blind, The Futur kicked off their first season with Josh and Crysten, founders of Hamilton Family Brewery in Rancho Cucamonga, CA. ‘Building a Brand’ pulls back the curtain to give viewers a raw, inside look at the brand-building process, from the first client meeting to the launch of the new brand to the public.

Josh and Crysten Hamilton. Owners of Hamilton Family Brewery.

In each episode, viewers had a unique opportunity to learn business and design strategies by strapping in and joining the Blind team for the ride. Creative directors, Ben Burns and Matthew Encina, lead the design team and are the hosts of the show.

Package design comps, work in progress.

YouTuber Chris Bryant said:

“I’ve genuinely looked forward to seeing it each week…very engaging, entertaining, educational and inspiring. Hitting all the right spots.”

Josh Hamilton and Creative Director Ben Burns
The icon in the center of the logo represents 3 things, very important to the brand story. The stem is the shape of a home, which the owners had sold to start the brewery. The leaves coming out of that represent the Hamilton family tree, a carry-over from their previous mark. And the overall shape is a hop, their favorite ingredient for crafting beer.
Double Mango Beer Can Design

In each episode, viewers had a unique opportunity to learn business and design strategies by strapping in and joining the Blind team for the ride. Creative directors, Ben Burns and Matthew Encina, lead the design team and are the hosts of the show.

Of the 11 episodes, some of the big takeaways included: how to hold a client discovery meeting, the ideation and creation process for making a handcrafted logo, and what to do when the client’s not happy with the direction of the work.

The design team at Blind mocked up potential merchandise designs for Hamilton. These eventually were printed by Josh, and now live on the shelves of the tasting room.

Following the series finale, The Futur team has gotten some seriously positive attention from graphic designers, consultants, and creative business owners of all experience levels for the unfiltered insight shown in each episode.

While that’s a wrap on season one, season two is already in the works. The Futur team is reaching out to their creative community for funding, partners, and the right client to share this experience with. Visit buildingabrandshow.com to learn more and get in touch.

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