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OVERVIEW

I designed the brand identity and marketing website for Form & Function, a company providing digital compliance solutions. Starting from a defined mission and brand direction, I translated abstract ideas into a cohesive visual identity and user-facing website. This involved renaming our company, designing a logo, establishing a color palette and type, and creating a website.

My Role

UX Designer

Skills

Brand Strategy

Visual Identity Design

UX & Web Design

Research​

BACKGROUND

This rebrand began with our company splitting into two separate entities—one focused on print, and the other on digital products. As part of the digital side, we were tasked with building a new brand from the ground up. Without an existing identity to evolve, we had to define everything from the company name to the visual system and website.

The challenge was not only to create a cohesive brand, but to establish a unique identity that positioned the company as a modern, digital-first compliance solution.

GOALS

01

Establish a more intentional and professional brand

02

Reflect the company’s focus on compliance and functionality

03

Create a unified identity across product and marketing

RENAMING THE BRAND

Exploration
I took part in brainstorming hundreds of potential names centered around the idea of compliance and the usability of our products. We focused on names with the word "Form" in it, as well as the domain availability for our future website. 

Outcome

The name Form & Function was chosen to emphasize two key ideas:

Form → structure, compliance, and organization

Function → usability, efficiency, and product value

DEFINING THE BRAND

With an established name, we wanted our logo design and branding to convey these ideas: ​

Trustworthy

Structured and Stable Visual Elements

Digital-First

Modern and Digitized

Professional

Clean and Corporate Aesthetic

LOGO IDEATION

Digital Metaphors​

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Compliance Symbols

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Lettermark Concepts

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Why these concepts didn't work:

  • Could be misinterpreted as other industries

  • Felt too playful for a corporate audience

  • Did not align with company vision​

COLOR PALETTE

I proposed multiple palette directions:

  • Blue tones → trust, reliability, professionalism

  • Red tones → boldness and energy

  • Green tones → growth and success​

FINAL LOGO

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Explanation

  • The final logo uses the two “F” letterforms to create a shape that subtly resembles a structured form

  • Connects directly to the brand name

  • References the concept of forms, while avoiding literal "paper" representation

  • Remains clean, scalable, and versatile

  • The final selected palette used blue to reinforce trust for a compliance-focused platform

BRINGING THE BRAND TO LIFE

Web Design​​

Powerpoint Slides

Email Signature

Merchandise

Outcome

  • Successfully contributed to naming the company

  • Delivered a cohesive brand identity

  • Established a strong visual foundation for future growth

  • Translated abstract ideas into visual systems

  • Iterated through multiple concepts and evaluated tradeoffs

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