25—03 / Professional services
Naming and building a consultancy from nothing.
Formara didn't exist. No name, no positioning, no identity, no website. Starting from genuinely nothing is rarer than it sounds and it's the version of this work we enjoy most, because every decision is still available.
Naming a discipline most people can't define
Human factors is the study of how people actually behave around systems, as opposed to how a designer assumed they would. It's serious, technical work, and it suffers from a naming problem: most prospective clients don't have a word for what they need.
The name had to sound established rather than clever. Consultancies are bought on trust, and a name that tries too hard undermines the thing it's selling.
Foundations before decoration
Brand gathering came first: what the practice actually does, who buys it, and what the alternatives sound like. Only then the name, and only then anything visual.
It's the least glamorous sequence and the only one that works. An identity designed before the positioning is settled is a guess with good typography.
Designed and built
We took the website through UX, UI and development, so a new practice launched with a platform that looked like it had been there a while.
Something similar in mind?
Tell us what you're trying to change. If we're the right studio for it we'll say so, and if we're not we'll tell you that too.