The studio

The cape. The marble. The crab that will not stop dancing. None of it was necessary. All of it is what people remember. Useless Function is a small studio that makes that part first, and then makes everything around it work.

The name. Every brand has a useless function: the detail that serves no purpose except being loved, and the reason people come back. We named the studio after the part we are best at, and we take it very seriously.

What we make. Identities, packaging, characters, objects, apps and the rooms they live in. Names, marks, typography, color and illustration. Art direction, photography and campaigns. Websites, launches and installations: the places where people step inside a brand.

What we believe. Brands should feel discovered, as though they already existed, with rooms you have not entered yet. Play is a serious tool: it finds the characters, rituals and rules that make a brand impossible to confuse with another one. Taste is not a strategy: beautiful things are everywhere, and distinct things are harder to make. And the world comes before the logo.

How we work. We begin with the part that cannot be designed: the idea. Then we give it rules. A visual language, a vocabulary, a sense of humor, a material world, a way of behaving. Only then do we make things. The result is not a collection of assets. It is a system capable of imagining new ones.

Letters. Bring us something unfinished. A company with no name. A product without a world. A world without a form. hello@makebelievehouse.com