Giving space a digital identity.
Summary
Forma is a concept identity and website for a fictional architecture and spatial design practice. The exploration asks how a premium professional-services firm can differentiate through restraint: a geometric mark, an editorial grid and a web experience that treats every project like a publication.
Business context
Architecture studios, interior designers and boutique developers sell judgement. Their websites, however, often look interchangeable: a grid of photographs, a list of awards, a contact form. The craft that distinguishes one practice from another rarely survives the template.
Forma is a fictional practice working across residential, cultural and workplace projects. The concept positions it around a single idea: the relationship between people, material and proportion. Everything in the identity is derived from that idea rather than from current web trends.
The challenge
Create a brand and digital presence that communicates clarity, taste and precision without relying on photography alone, and that could be commissioned by a real professional-services client with a modest budget.
The identity has to work in print (publications, presentations, signage) and on screen, where motion and sequencing can express the same proportional logic.
Spaces for people, material and proportion.
- 01 Kade House
- 02 Lindenhof Library
- 03 Atelier Noord
- 04 Dune Pavilion
Spaces for people, material and proportion.
- 01 Kade House
- 02 Lindenhof Library
- 03 Atelier Noord
Lindenhof Library
Design proposal · Stage 2 · 2026
Creative direction
The mark is built from a square divided by the golden section: two rectangles that read as a plan, an elevation or a folded sheet depending on scale. The same division becomes the layout grid for stationery, publications and the website.
Typography is quiet and large. A single sans family carries everything, with hierarchy expressed through size, measure and whitespace rather than weight changes. Colour is kept to limestone, graphite and one warm terracotta accent borrowed from fired clay.
On the web, projects are presented as chapters. A refined list interaction previews each project through a progressive image reveal while keeping the page fully scrollable and keyboard accessible.
Selected design details
Proportional mark
The square-and-section device scales from favicon to façade signage without redrawing.
Stationery system
Letterhead, cards and envelopes share one margin logic derived from the mark.
Proportion is a form of care.
Publication grid
A six-column editorial grid with generous outer margins for printed project monographs.
A house that holds the river at arm’s length.
| Type | Residential |
|---|---|
| Location | Rotterdam, NL |
| Area | 240 m² |
| Status | Concept |
Project chapters
Each project opens with a full-bleed image, a single sentence and a specification table.
Systems and technical exploration
The website is planned as a static Astro build with content collections for projects, so the practice can add work without touching layout code. Image handling uses responsive formats and art-directed crops per breakpoint.
The project-list interaction is implemented with progressive enhancement: the list is a plain set of links; pointer devices receive the hover reveal, touch devices receive a stacked editorial layout.
Next-stage opportunities
- Develop Forma into a fully functional standalone demo website with six to eight fictional projects.
- Produce a printed identity excerpt: logo construction, grid, typography and colour.
- Add a full-screen photography gallery with keyboard navigation and reduced-motion fallbacks.
Concept project. Independently initiated. Not a client commission. All names, data and content are fictional.