Brand Strategy Visual Identity Art Direction

FUNCTION is a platform and event organizer that aims to uplift BIPOC and 2SLGBTQIA+ voices and push the boundaries of the Canadian Ballroom scene through creativity, community and culture. WE worked with FUNCTION’s founders to understand the organization’s (and Ballroom’s) essence and developed a brand and system authentic to its origins that flexes across various applications—from the stage to the street. The dynamic identity was built upon the serendipitous realization that a ‘10’ (a perfect score from judges at a ball) occurs within FUNCTION’s name. In addition to the wordmark, custom language graphics and a series of shapes that evoke Ballroom movements were created to visually connect the platform to the scene. WE helped launch the new identity across a range of marketing and event collateral, providing the FUNCTION team with the tools and guidance needed to bring their platform—and vision—to life in a truly authentic and ownable way.