Studio
Preparing for the future,
however imperfect it may be.
We’re an interdisciplinary studio that combines advanced research and an unparalleled network of expertise with speculative design to make brands and organisations more resilient and futureproof.
Established in 2021, we are a part of @hyphen.group
Contact
🌎 future@imperfect.studio
🌍 @plentytomorrows
Offering
- FUTUREPROOF
Prepare for future trends and shocks
 - Analyze how macrotrends affect your organization
- Understand known and unexpected risks
- Build scenarios, systems thinking exercises and crisis response plans to keep you nimble for a changing world
- ENVISION
Establish your long-term mission and plan for your coming decades - Develop a vision for your brand's future purpose and services

- Design new workflows, offerings, and strategies to make your vision a reality
- Foster a sustained creative culture dedicated to realizing the organization's mission
- DEPLOY
Communicate persuasively to the outside world - Redesign your offline and online presence
- Write compelling copy, talking points and speeches
- Prototype products and user experiences
Recent Futures
Humanise
Type of Work: Rebranding
Year: 2020—ongoing
Comprehensive brand philosophy and visual redesign for a London-based AI start-up
Problem: With the growth of company and development of its offering, client felt in need to revamp the way they communicate with the external world
Solution: Through a series of workshops, exercises and benchmarks we proposed a comprehensive brand philosophy, followed by the redesign of visual assets
Qopla
Type of Work: Rebranding
Year: 2019
— Brand Strategy, Type Design
Problem:
Solution: Through a series of workshops, exercises and benchmarks we proposed a comprehensive brand philosophy, followed by the redesign of visual assets
Finding Ctrl
Type of Work: Speculative fiction
Year: 2019
Fictional story speculating about possible pitfalls of internet future
Problem: Technology is often presented in a deterministic manner, as if humans had no agency to steer its development
Solution: Marking the fiftieth anniversary of the internet Nesta has created a “visions book” — a collection of essays, short stories, poetry and artworks from over 30 contributors from 15 countries and five continents.
Your Digital Self
Type of Work: Policy speculation, workshops
Year: 2018
Set of policy speculation exercises imagining privacy policies in the UAE
Problem: Recently introduced General Data Protection Regulation (GDPR) provided an opportunity to reconsider privacy regimes far beyond the borders of the European Union. In countries like the UAE where the right to a private life is valued by state and residents, it is key to lead the way in imagining bold alternatives to our current data sharing habits instead of copy-pasting existing regulations.
Solution: Project commissioned by the Dubai Future Foundation included developing scenarios for the future of privacy laws in the UAE, organizing immersive workshops local stakeholders, as well as publishing for a wide variety of audiences.
