Manifesto: Why Function & Form

Foreword

The past ten years running Function & Form have been nothing short of a whirlwind. Founded at the height of the startup boom in 2015, the company has weathered a global pandemic and now navigates economic instability caused by two wars, Brexit, and inflation. While the company has continually adapted, its values remain steadfast, deeply rooted in my personal journey that inspired its inception...

Origin

Creativity was always part of my environment. As a child I would lose hours drawing or building things from paper, and with a furniture designer for a father, and a movement director and writer for a mother, it was easy to see where those instincts came from. But it wasn’t the art itself that drew me in – it was the purpose behind it.

Decoration is a tool used to conceal function. Design, on the other hand, champions beauty in function.

Todd Padwick – Director

With that mindset, I pursued Graphic Design, completing a foundation at the London College of Communication followed by a BA (Hons) at the Arts Institute Bournemouth. From there, I entered the world of print and advertising, taking a graphic design role at Clinic. Those early years working with brands like CBS Outdoor, Barclays, Network Rail, Madame Tussauds, Arsenal FC, the Premier League, Sky and Sega sharpened my eye for identity, detail, and the mechanics of communication.

As my ambition grew, I began exploring principles from other fields – the balance of proportion and space in architecture, the ergonomics of product design – realising that functional design isn’t minimalism; it’s design with intent. Good design should be both purposeful and beautiful.

Dieter Rams, German Industrial Designer, renowned for his beautiful, functional product design for Braun

My transition to digital

Although I loved the craft of print, the early 2010s brought a new kind of creative possibility. The web was becoming more interactive, more dynamic, and it was clear that design was shifting from static artefacts to living experiences. I began teaching myself to code, freelancing as a web designer/developer, and in 2013 took on an interaction design role at McCann.

What I hoped would be an opportunity to combine design and code quickly proved otherwise. The industry wasn’t yet built for multidisciplinary designers. Workflows separated designers from developers, with static Photoshop visuals handed over to teams who never touched the creative process. It was clear the model needed to evolve – code wasn’t just a technical step, it was a creative tool.

Still searching for an environment where the two disciplines genuinely worked together, I left McCann to freelance internationally. Agencies were enthusiastic, and I received offers for permanent roles, but they always forced a choice: designer or developer. Never both.

So in 2015, I created one myself.

Launching the business

In the golden era of startups, Function & Form began as the classic agency: the cool, hipster office in Shoreditch London, a growing team of ambitious full-time creatives bouncing ideas around before hitting the local bars for after-work drinks. It was exciting and worked well at the time. Despite our humble size, we were regularly ranked as one of the top web design agencies in London by various creative publishers and the future was full of promise.

(A lot has changed, and not just the lack of hair on my head)

Between 2015 and 2019, the world experienced a tech startup boom. And just like WeWork's free beer on-tap culture, it really was booming. VCs were investing in everyone and anything. But I always suspected this bubble would never last. And low and behold, just as WeWork collapsed, the startup world collapsed along with it.

Our approach to our clients protected us; we opted to nurture long-term partnerships with them, becoming an extension of their team, rather than constantly seeking a chain of new projects.

But although we were unaffected by the burst of the startup bubble, change was still fast approaching, in the form of Covid 19...

Embracing change

In 2020, the world took a turn. Rather than pushing back, we embraced change.

I decided to ditch the ‘agency’ construct, replacing the in-house team, with an agile network of specialists. And instead of the fixed office, Function & Form operates in flexible Co-working spaces. This has been a wonderful progression, empowering me with the freedom to travel and work remotely, while still surrounding myself with like-minded people – working from home hinders creativity and is something I remain strongly against. We’re still based in London; I just escape the concrete Jungle for a tropical one from time-to-time.

This shift I’ve taken the business, means I can be more selective with the projects we take on. Fewer projects, enables me, to reclaim a pivotal role in each of them. You may still find yourself interacting with other members of my network from time to time, but I will be your primary contact and line of support throughout.

A better work-life balance has also resulted in me being more refreshed and primed for creativity.

Function & Form Manifesto

Function & Form is a creative consultancy specialising in branding and growth online. Our manifesto serves as a commitment to our present and future, guiding every decision to align with our declaration of intent.

Mission

We empower startups and SMEs with a lasting online presence, leveraging cutting-edge technologies and outstanding creative expertise to achieve their goals.

Principles

1. Design with purpose. We strip away the clutter, leaving only what matters.
2. The extra mile. We never miss an opportunity to offer expert advice and improve our output.
3. People and passion. Whether it's our partners or clients, we only work with those who are mutually dedicated.
4. Active listening. We know that no one understands your business better than you.
5. Professional hobbyism. We branch out and learn skills outside of our roles, broadening our perspectives and creative freedom.
6. Proactive support. We continually look ahead and identify potential opportunities for growth and risk mitigation.

Why we are unique

Partnerships over projects

Launching a new website is a significant milestone, but sustained success hinges on the care and dedication that follows. Working with clients on a retained basis allows us to provide proactive support for all tasks, big and small, ensuring your brand, vision, and voice remain consistent in every detail year after year.

Creative Direction as a service

I serve as your in-house team's Creative Director, ensuring brand consistency and vision across all of your customer-facing channels and supporting the training of your own creative teams.

Autonomy is encouraged

Our creative direction service and flexible content management systems aim to maximize your in-house autonomy while maintaining the highest quality application of your brand. The day our role shifts from Creative Production to Creative Oversight signifies a successful collaboration has been obtained.