As a component of a rebranding effort and transition from an environmental graphic design firm to full-service agency, this visual identity system places simple shapes atop a logotype, representing Formation’s lack of pre-conceived solutions. Each challenge is different, each logo is different. This interaction between shape and typography also represents Formation’s interplay of research, strategy and design.

Brand identity

Simplistic and consistently designed geometric shapes and symbols become part of the visual vocabulary and work in concert with the identity, color and typography. Users are able to quickly identify their function.

Formation studio

Art Direction

Simple, working photographs with employees were taken inside and around the office. Individual portraits were also used for proposals and other communication touch points.


A responsive, custom website highlighting key projects and accomplishments was created and integrated into a easy to update content management system. Custom animations and illustrations were made within several case studies to convey specific project details.

Formation brand elements
Custom packaging
Box interior with
silkscreen details
Formation - Title Block Design
Business card

Brand elements

We carefully considered every touchpoint and applied thematic elements where appropriate. Our title blocks were redesigned for maximum legibility and purpose, while more creative freedom was given to the proposal delivery mechanism and components like the custom silk-screened box, where the interplay of design elements become a little more whimsical.


  • Creative Direction / Thematic development

  • Art Direction / Tone / Photography / Styling

  • Graphic Design / Brand Elements / Layout / Typography

  • Web Design / UI / UX / Micro Animations


  • Design Studio / Formation

  • Creative Direction / Daren Guillory / Tyler Swanner

  • Art Direction / Daren Guillory / Tyler Swanner

  • Design / Daren Guillory / Tyler Swanner

  • Photography / Jack Thompson (environment, portrait)

  • Photography / Kennon Evett (still, product)

  • Web Development / Chris Malven