Behind the Scenes: Function + Form
Building a learning design practice that teaches through structure—from the brand to the backend
The Challenge
Function + Form wasn’t just a new business—it was a new way of doing business. It needed to reflect an approach that blends learning, strategy, creativity, and systems in a way that feels human, not corporate.
The challenge was to design a brand and experience that showed—not just told—what learning design could look like when applied across websites, workflows, and client engagement. It had to be scalable, trust-building, and demonstrate Function + Form’s values through every layer, from first click to backend structure.
What Function + Form Did
The Function + Form build was a full-scope project that spanned identity, systems, voice, and infrastructure. Using its own Learn → Apply → Solve framework, Function + Form approached the brand as a layered learning experience.
Core Build Areas:
Website Design & Structure:
Designed a Squarespace site with clear, paced navigation—built to educate as much as attract. Services, case studies, and CTAs were organized to mimic an onboarding or learning journey.Voice & Messaging:
Wrote every section of copy to model how learning-centered businesses speak—clear, confident, and human.Brand Identity & Visual System:
Crafted a visual brand that reflects curiosity, structure, and spaciousness.Templates & Internal Tools:
Created reusable IP: branding activities, service maps, client intake forms, and project scoping frameworks. These tools now power the backend of every Function + Form project.Portfolio & Case Study Framework:
Developed a portfolio system that not only shows work—but teaches clients how to understand it.
Why It Worked
Function + Form didn’t just build a brand—it built a living framework that mirrors how it works with others. By embedding instructional UX, scalable systems, and intuitive pathways into every layer, the practice became a teaching tool in itself.
Clients don’t just visit the site—they move through a designed experience that reflects what their own could be.
The Outcome
Launched a fully aligned learning design practice with a scalable foundation
Created the tools, language, and assets that now serve all client projects
Demonstrated Function + Form’s methodology by living it: across web, workflow, and internal systems
Built a digital presence that’s not just branded—but educational, structured, and uniquely personal
View the Work
Visual Placeholder
Tools Used
Squarespace · Google Workspace · Canva · Figma · Internal IP templates
Skills Highlighted
Service Design · Instructional UX · Brand Strategy
Learning Framework Development · Copywriting · Systems Setup
Services Included
Brand Strategy · Service Systems · Instructional UX
Let’s Keep Exploring
Whether you’re curious about a specific service, want to see more examples of our work, or are ready to start your own project—we’ve got you.