Aug 11, 2025

Designed Realities: Branding the future before it exists

Natasha Jen

About this video

Description

How do you design an identity for something the world hasn’t fully grasped yet? Whether it’s AI, blockchain, photonic computing or even a cultural phenomenon like Reddit, branding often plays a critical role in shaping public perception before a technology or platform itself is fully realized. In this talk, Natasha explores the tension between branding as a storytelling tool and branding as a speculative act—where design doesn’t just reflect reality but actively constructs it. Through case studies ranging from cutting-edge tech to mass digital platforms, she unpacks how visual identity can define industries, influence adoption and create meaning in an era where the future is constantly being rewritten.

Natasha Jen

Natasha is an award-winning designer, educator and partner at Pentagram. A six-time National Design Award nominee, her work is known for its innovative approach to graphic, verbal, digital and spatial design, challenging conventional notions of media and cultural contexts. By operating at the intersection of technology and culture, she explores how design shapes perception, experience and critical discourse. Natasha has led design and strategy projects for leading tech companies, consumer brands and cultural institutions, working with emerging technologies and evolving visual languages. Her work bridges disciplines, integrating brand identity, environmental and exhibition design and digital interfaces. A member of AGI (Alliance Graphique Internationale), she is recognized among the leading figures in contemporary design. In 2023, the Royal College of Art awarded her an honorary fellowship in recognition of her contributions to the field.