PRESS RELEASE: Function: Launches New Corporate Identity


Fresh Collateral, Website and Positioning Statement - “We’re Into Building Things”- Further Align Company with Building, Architectureand Design Community

Function:, an integrated marketing agency that specializes in reaching the building, architecture and design community, announced today the launch of its new corporate identity, created to build on the company’s previous identity, as well as signal the new direction the company is headed today.

Designed as a visual portrayal of Function:’s specialty and industry focus, the company’s new brand identity involves a complete redesign of all materials, including company letterhead, presentation templates, pitch books, business cards, and the company website. It also includes a new tagline: “We’re Into Building Things.” This positioning statement is reflective of Function:’s unique focus and dedication to the building industry, as well as to clients, as Function: works to build brands, sales opportunities, and industry and media relationships through marketing, design and public relations.

“In developing the new Function: brand, we wanted to further fuse ourselves with the industry and quickly demonstrate our knowledge and focus to end users,” said Michele Emmons DeHaven, principal and creative director for Function:. “‘We’re into building things’ is representative of who Function: is and what we do. We carry that message throughout all aspects of our identity, down to the colors selected for the website and our business cards, showing that powerful design is a given to us, but it’s the way we deliver that makes us unique.”

Function:’s materials and website were created using a bold color palette of yellow, brown, gray and white – colors often associated with the building and construction industry. In addition to creating a modern play on the construction industry, Function: selected its new corporate colors for the modern, clean look and sophistication. As an evolution of its brand, changes were made to Function:’s trademark colon, which is now larger and used more prominently as a brand icon throughout the materials. Function:’s confident color selection and revitalized logo signify the company’s evolution as a specialized agency and further align its brand with the industry.

“Function: has been specializing in the building and construction industry – reaching product manufacturers, architects, designers, builders and remodelers – for years and we felt that our external face needed to represent that,” said Dana Castle, Function:’s principal and director of strategy. “The new website is designed to serve as a sounding board for pertinent industry topics and a communication tool for us to present our research and findings so that we can better serve clients and influencers as they examine industry trends – not only in marketing and communications, but in architecture, engineering and construction.”

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