This Identity package was created while Lana Zellner was partner at f(design). The package includes their quirky company name, logo, business cards, letterhead, and a complete online presence - website and blog.

The name f(design) tip toes along the line of mathematics, and linguistics. Their logo was designed with the intention of bringing that duality to light. Created to look like a mathematical equation, the viewer questions what exactly is the function of design? The business card, letterhead, and web design followed closely along these lines. Clean white laboratory-esque aesthetics were implemented to leave the viewers focus primarily on the controversial and questionable design projects, rather than background images/color.