The look is the answer. Learn the question.
analyze, understand, then propose ↘
Live, in English, with Persona Office. How a brand is understood, built and judged, whether you design it or own it.
Logotypes
The idea first.
Whatever look the brand or the project needs, class time goes to how to think, what to do and where to pay attention. No software walkthroughs. Reviews look at ideas and decisions.
The classes.
one at a time, or all together ↘
The designer bundle.
two classes and a review of your workPresale $147 until Nov 7
- Logotypes · Nov 14$79
- Concept · Dec 12$149
- Project review · Jan 9Bundle only
- You save$31
Took a class already? What you paid comes off.
Every other Saturday.
6:00 pm in Dubai, 8:00 am in Mexico City ↘
Speak the language of your brand.
Three hours for people who run a business. Understand what a full brand identity is, how it's built and how to keep it consistent, so every conversation with a designer starts from clarity.
- The difference between a logo and a complete brand identity
- Your vision, purpose and values, written down
- How those values turn into the way your business looks
- Your brand day to day: social media, cards, packaging, your space
Roberto González.
Functional Practice is the personal practice of Roberto González, designer and founder of Persona Office, a studio that builds full brand identities from scratch.
These classes open up the studio's method: the questions asked before designing, how a concept is found, and how it shapes every piece of a brand.
we first understand, and later propose
Anchor
Seray Istanbul
Shredded
MetroaSimple from the start.
Pay for one class or the bundle. Every class is capped at 20 people.
Right after you pay, an email with the exact time, the Google Meet link and a one-click button to add it to your calendar. Reminders a week before and the day before.
Two or three hours on Saturday, with questions throughout and a live exercise.
After class you receive a workbook: a short recap of everything we saw, the diagrams and exercises to apply it to your own work.
Before you book.
1Do I need to know Illustrator or any software?
No. These classes don't teach software. Follow along with the tools you already use.
2Will I learn a particular style?
No. You'll learn how to find the right direction for each brand from its concept, whatever that direction looks like.
3What language are the classes in?
English, from start to finish.
4What if I can't attend live?
These are live classes, built around questions and reviews in the moment. Each class runs once per season, so save the date when you book.
5Do I get any material after class?
Yes. Every class comes with its workbook: the recap, the diagrams we used and exercises to put it into practice.
6Can I upgrade to the bundle later?
Yes. What you paid for single classes comes off the bundle price.
7Is this the same as Persona Office?
No. Persona Office builds brand identities for clients. Functional Practice is where Roberto teaches how it's done.