Design,ExplainedSimply. for founders, designers & art directors
one clear idea
at a time ↘
at a time ↘
Functional Practice is a library, a class and a conversation about design. One clear idea at a time, so you can make better decisions about your own brand.
From the library — Trends vs. what lasts300+
Diagrams to share
3
Books
Start hereBrand basicsLogosSystems
Clarity first.
Read the library for free, learn it properly in a class, or bring your brand to a 1:1 session.
↗What's inside
Library↗
Classes↘
Every post from @functional_practice, organized by topic. Short ideas and hand-drawn diagrams you can read in a minute and use the same day.
topicsBrand basics
Brand analysis
Target analysis
Brand touchpoints
Brand layouts
Story to tell & concept
Branding systems
Packaging systems
Consulting↘
Books↘
Brand analysis
Target analysis
Brand touchpoints
Brand layouts
Story to tell & concept
Branding systems
Packaging systems
How it works
(Step-by-step)
(Step-by-step)
1
Follow
One clear idea about design every day on Instagram. Free, short and easy to apply.
2
Join the list
Leave your email and be the first to know when classes and sessions open.
3
Learn it properly
Small live classes that go from the basics to a full brand system. Practical, in plain language, with real exercises.
4
Apply it 1:1
Bring your own brand to a one-on-one session and leave with clear next steps.
Join the list1 follow · 2 join the list · 3 learn · 4 apply it 1:1
The
Library
Library
Classes
Coming soonLive, small groups. Brand foundations for business owners and designers.
→Consulting
Coming soonOne-on-one, 60 minutes, about your brand. You leave with clear next steps.
→Books
Coming soonThree short books on brand identity, from first idea to full system.
→Library
Coming soonFree. Every idea and diagram from the Instagram, in one place.
→1:1 Consulting
(How a session works)
(How a session works)
Request a session
Choose a time and tell us a little about your business.
01
Share your material
Logo, website, packaging, social. Whatever you have today.
02
60 minutes, 1:1
We look at your brand together and talk through what to keep and what to change.
03
Your next steps
A short written summary, so you know exactly what to do next.
04
For founders, designers and art directors who want an honest, clear look at a brand before the next big decision.
Request a session ↗Books
Short, visual and made to read on your phone. Start with one, use it the same day.
About
Functional Practice is the personal practice of Roberto González, designer and founder of the studio Persona Office.
After years of building brand identities from scratch, this is where those lessons become simple, shareable ideas: on Instagram, in books, in classes and in 1:1 sessions.
● FAQ
Common Questions
1Who is this for?+
Business owners and founders who want to understand design, and designers who want to explain it better.
2Do I need design experience?+
No. Everything is explained in plain language. Designers will find the same ideas useful to explain their work to clients.
3When do the classes start?+
Dates are coming soon. Join the list and you'll be the first to know.
4What happens in a 1:1 session?+
We look at your brand together for 60 minutes and you get a short written summary with clear next steps.
5Is this the same as Persona Office?+
No. Persona Office is the studio that builds full brand identities with a team. Functional Practice is where the ideas are taught, one-on-one or in small classes.