We got under the skin of a complex, category-defying idea and built a brand that makes it instantly legible, credible to the C-suite and unmistakably different.
SporeSight
Brand identity and website design for a futures consultancy powered by nature and mushrooms
Visual Identity
Custom Illustrations
Social Media Design
Deck Design
Website UX
Website UI
Web Development by Elena Studio
“I felt unprofessional, so I didn't take my work seriously. You've given me a BEAUTIFUL, clean, adaptable brand which heroes bold futurism while being grounded in nature and mushrooms. Now I'm taking the idea and myself seriously, and can't wait to share it.”
Jess | Founder
The Brief
Jess Jorgensen is a cultural strategist and futures thinker with a deep obsession for mushroom culture. She founded SporeSight as a futures consultancy powered by nature, helping organisations solve strategic challenges using the biology, culture and decentralised structure of fungi, and working at the intersection of mushroom culture, ethical business and better ways of living.
Since 2023 she'd been building an audience through a blog and podcast, interviewing more than 67 people across the mushroom world in five countries, with a small but loyal following. The thinking was rich and genuinely original. The brand around it was not.
With a demanding full-time job alongside the business, Jess handed the brand identity and website to us so she could finally launch SporeSight properly, feel confident in how it looked, and have something she was proud to share.
The Challenge
A homemade brand that made a first-of-its-kind idea look unserious
Jess had built SporeSight's thinking and following herself, but the DIY brand and website didn't reflect the calibre of the concept. It felt homemade, and that made it hard for her to take her own work as seriously as it deserved.
A genuinely new idea that was hard to explain
SporeSight sits at the intersection of mushroom culture, ethical business and futures thinking, a first of its kind. Jess needed a brand that could make an unconventional concept land clearly with everyone from C-suite leaders to fellow founders.
A brand that didn't make her want to show up
Posting publicly never came naturally, and a brand she wasn't proud of made it easier to slip into silence. She wanted an identity that felt revolutionary enough to motivate her to share it, not off-the-shelf and Instagram-ready.
The Strategic approach
SporeSight is not a typical futures consultancy, and the brief was not to make it look like one. We spent time understanding the concept in full, its roots in mushroom biology, culture and decentralised structure, and used the design process itself to help Jess sharpen how she explains it. The aim was a brand that signals foresight and originality, holds its own in front of big business, and still feels grounded in nature rather than corporate or wellness-cliché.
The Creative approach
We balanced dynamic, futuristic and edgy with a real groundedness in nature, so the brand feels like the future seen through fungi.
We built a visual world that feels like the future seen through fungi: clean, modern and unmistakably forward-looking, yet warm and grounded in the natural world. A distinctive palette, expressive image treatments and fine-line mycelium graphics give it real personality, turned up and dynamic across social and pulled back to something more editorial for the web. The result looks like nothing else in the futures space, and finally matches the originality of Jess's thinking.
The Results
A brand that makes her feel like a pro, ready to launch
“Proud to launch soon, feeling like a pro who has something epic to share with the world.”
Creative direction she falls for every time she looks
“Favourite part of the work was seeing something that I'd imagined come to life, and look BEAUTIFUL. I keep looking at the creative direction and falling in love again.”
Clearer language for a complex idea
“Explaining the weird concepts of Sporesight to your team was super insightful, and helped me refine how I talk about them to people.”
Testimonial
“I had a great idea with a self-designed creative identity, which felt dishevelled and unserious.”
“I felt unprofessional, so I didn't take my work seriously. You've given me a BEAUTIFUL, clean, adaptable brand which heroes bold futurism while being grounded in nature and mushrooms. Now I'm taking the idea and myself seriously, and can't wait to share it.”
Jess | Founder, SporeSight
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