FT.WA

FT.WA, or Forward Thinking. Woven Attitude, is a visual content and design-focused studio operating between London and Karachi. Positioned at the intersection of identity and creative freedom, FT.WA champions fresh, youth-centric dialogues that challenge conventions. Through its work exploring subversive and counter street culture as well as sustainable streetwear, the studio seeks to highlight both nuanced and bold narratives.

Our approach to developing FT.WA’s visual identity was rooted in a commitment to authenticity and dynamism. Through a series of intensive discussions and workshops, we crafted a design system that embodies the raw energy and unapologetic ethos of the brand. The identity includes bold and versatile color palettes aimed at capturing the vibrant and disruptive nature of the brand’s core message; custom bilingual logos designed to reflect the studio’s global presence and dual cultural influences; illustrated assets tailored to add layers of storytelling and visual depth; and a comprehensive typeface library built to offer flexibility and coherence across applications, including the studio’s merchandise collections.

FT.WA has since established itself as a powerful voice within the underground and street culture scenes, collaborating with global giants such as Red Bull, Google, YouTube, and Vice Asia. Additionally, its work with some of Pakistan’s most innovative musicians further underscores its role as a trailblazer, seamlessly merging design with cultural advocacy.