Form & Function

Brand Identity

Form & Function is a female-run fitness brand centred on strength, balance, and body health. Inspired by the connection between movement and wellbeing, the identity combines a distinctive custom symbol with a clean, contemporary visual system designed for clarity and consistency.

Built to scale across both digital and physical environments, the brand creates a cohesive experience that feels approachable, modern, and empowering. From social content and studio communications to signage, merchandise, and environmental applications, every touchpoint reinforces the brand’s commitment to purposeful movement and everyday strength.

Brand identity / logo system / typography / colour palette / social media campaign assets / environmental graphics / wayfinding / merchandise / brand guidelines

Stacks of folded gray fabric or clothing items on a shelf with a woven basket in the background.
Diagram showing different types of chair shapes categorized by form and function, including primal, primary, iconic, and iconic-styled chairs.
Diagram showing different types of chair shapes categorized by form and function, including primal, primary, iconic, and iconic-styled chairs.
The image features the words 'Strong.', 'Balanced.', and 'Purposeful.' written in large, dark green font on a black background, arranged vertically with each phrase on its own line.
Design comparison chart with headers and fonts. The left side titled 'PRIMARY - HEADERS + ACCENT' displays a medium fractured variable font with uppercase and lowercase alphabet and numbers. The right side titled 'SECONDARY - BODY COPY' shows a light poppins font with the same characters.
Design comparison chart with headers and fonts. The left side titled 'PRIMARY - HEADERS + ACCENT' displays a medium fractured variable font with uppercase and lowercase alphabet and numbers. The right side titled 'SECONDARY - BODY COPY' shows a light poppins font with the same characters.
Color palette with six colors: Army green, Cactus green, Mist, Tauk, Aloe, and Desert Sand, each with their hex codes.
Entrance to a modern building labeled 'Form & Function' with glass doors, surrounded by potted plants, and visible interior lighting.
Entrance to a modern building labeled 'Form & Function' with glass doors, surrounded by potted plants, and visible interior lighting.
Sign on a wall indicating directions to studios, reformer studio, strength area, restrooms, changing rooms, and retail. The sign has icons and arrows pointing right and straight ahead. A potted plant is beside the sign.
A green yoga mat with a white cartoon-style figure of a person in a stretching pose printed on it, placed on a wooden floor.
Promotional flyer advertising fitness classes. The left side shows a woman doing push-ups with dumbbells at a gym, with the text 'Power Sculpt' and a button that says 'Book a class.' The right side shows person using resistance bands for leg exercises, with text promoting 'Cardio & Flexibility' classes every Tuesday and Thursday from 6am to 9am.
Collection of green and beige apparel and accessories featuring the 'Form & Function' brand logo, including a tote bag, baseball cap, towel, T-shirt, scrunchie, wristband, and a member card displayed on beige and wooden surfaces.
Collection of green and beige apparel and accessories featuring the 'Form & Function' brand logo, including a tote bag, baseball cap, towel, T-shirt, scrunchie, wristband, and a member card displayed on beige and wooden surfaces.
A repeating pattern of minimalist green line drawings of two people sitting closely together, facing each other, on a simple chair.
A green water bottle with a handle on top standing on a beige surface next to a beige step, with a shadow of a leafy plant cast on the wall background. The bottle has a logo of a person doing a handstand and the words "Form & Function" printed on it.
A woman wearing a dark green tank top and matching green cap, with the woman tilting the cap downward, covering her face.
A woman carrying a tote bag with a yoga mat inside. The tote bag is beige and has green text and a logo that reads 'Form & Function' with the tagline 'Strength. Balance. Body Health.' The woman is in workout attire, and the background features a minimalistic interior setting with a plant.
Embossed text on paper surface with phrases 'Form & Education' and a stylized light bulb icon.

Browse Other Work

A yellow poster with blue text and artwork at an underground train station. The poster reads 'Sense & Sensibility' with smaller text 'May 1-31 Arts Club Theatre'. The artwork depicts a stylized profile of a woman in a dress with a bonnet surrounded by multiple small eye illustrations. The train station has a red and silver train on both sides, with a person visible inside the train on the left side.

Sense & Sensibility

A podcast recording setup with a round marble table, two black microphones with headphones, a red notebook with a pen, and a floral arrangement in a glass vase. In the background, a black wall features a neon sign reading 'Confessions of a Makeup Artist', flanked by red curtains and a bookshelf with makeup books and decorative items.
Reception area of Sage Pharmacy & Medical Centre with a counter, potted plants, shelves stocked with medicine bottles, and a computer monitor.

Sage Pharmacy & Medical Centre

Confessions of a Makeup Artist