Rura

At FutureBrand, we believe in the power of brand to drive positive impact. That is why we joined forces with Rura, to unleash the potential of rural youth. Rura required a brand identity that could not only resonate with young people but also attract the corporate partners who make achieving their mission possible. 

Founded in 2016, Rura (formerly Chemins d’Avenirs) is a non-profit organization dedicated to bridging territorial divides and promoting equal opportunities for young people in rural areas and small towns across France. Rura had outgrown its original identity and needed to better reflect its ambitions and evolving mission as a leading resource for rural youth. The challenge was to create a dynamic and engaging visual identity that resonated with both young people and corporate partners.

Rura’s opportunity was to express its personality as a bold and pioneering force. Guided by this, we reimagined the brand’s visual identity by introducing a modern, welcoming logo featuring a U as a symbol of connection, along with a vibrant and optimistic color palette that breaks away from traditional nonprofit aesthetics.  

To bring the brand to life, we designed totems—interchangeable graphic elements composed of various shapes and colors, representing diversity and adaptability. Their variations ensure relevance across audiences, from institutional partners to young mentees, while reinforcing warmth and inclusivity. With a flexible, engaging, and easy-to-use visual system, Rura now stands as a strong and recognizable force, empowering rural youth with confidence and opportunity.