Abstract | Studio & Marie

Taste and intention shape every aspect of the Abstract’s thinking.

StrategyBrandingContentDigital

Our Collaboration

We shaped a brand presence that highlights Abstract’s compelling, confident, persona across founder, partner, and peer interactions. A disciplined brand framework balances institutional rigor with openness across digital, print, and in-person contexts. Our brand system supports real operating needs while maintaining consistency, restraint, and trust as the firm grows.

Building a Brand Foundation

The brand architecture and tone of voice are rooted in the business's distinct investment approach — balancing ambition with restraint and speed with care. The strategic framework ensures consistency across language, design, and experience as the firm grows.

Visual Identity that Elevates

A disciplined visual system blends purpose with elegance in expression. The reduced palette, precise typography, and flexible layouts adapt across digital, physical, and interpersonal contexts while maintaining a calm, confident presence.

The brand system is disciplined and architectural.

Palette and art direction create a sense of depth.

The visual system blends clarity of purpose with elegance in expression

The identity can adapt across digital, physical, and interpersonal contexts.

Visual System

The site was designed to feel simple yet engaging, letting the design system do the work. A tone-on-tone, shifting background draws from the building blocks of the Abstract mark, adding depth without distraction.

Color & Typography

A restrained color story and minimal typographic approach reinforce the brand’s sense of luxury and confidence. Deep oxblood and cream tones establish warmth and distinction while maintaining clarity and restraint.

Motion & Pacing

Subtle animations introduce content with measured pacing. The motion language borrows from art and fashion, setting Abstract apart from brighter, more overtly “tech” competitors.

A subtle animation welcomes users to Abstract’s website.

Gentle motion propels users across pages.

A card system of portfolio companies supports smooth navigation of Abstract’s investing history.

Photography for a Sense of Place

We treated Abstract’s office as an extension of the brand, highlighting hospitable warmth and personal experience.

Photography captures material choices, light, and architectural nuance that feels inviting, a space you’d like to spend time in.

The images express the taste and intention that shape every aspect of the firm’s thinking.

Abstract’s office as an extension of the brand.

Imagery captures the considered architectural details of the office.

The palette carries through from the brand design.

Photography highlights hospitable warmth and personal experience.

Studio & Marie is an evolution of Hugo & Marie, founded in 2008.

Work With Us

EE72Strategy, Branding, DigitalWe designed the digital identity and website for Edward Enninful’s publication, EE72, translating its editorial ambition into a considered digital platform.View Case Study

Zia TileStrategy, Branding, Content, DigitalWe partnered with Zia Tile to reimagine their brand and e-commerce experience, developing an integrated identity and digital system spanning strategy, visual language, and storytelling.View Case Study

OribeStrategy, Campaign, ContentOribe’s 2025 holiday campaign and limited-edition packaging reaffirmed the brand’s leadership in luxury beauty by treating art as a strategic foundation rather than seasonal decoration. View Case Study

ChamberlainStrategy, Branding, Content, DigitalWe partnered with the John Chamberlain Estate to translate the artist’s legacy into a contemporary brand system.View Case Study

CliniqueStrategy, Campaign, ContentWe partnered with Clinique to bring its science-led skincare philosophy to life through a visually precise, emotionally resonant campaign.View Case Study

Tom FordCampaign, ContentWe helped bring Tom Ford’s precision-led approach to watchmaking to life through a sensual, cinematic campaign.View Case Study

FFORMEStrategy, Branding, Content, DigitalWe partnered with FFORME to launch a digitally native luxury fashion brand with the authority, clarity, and cultural confidence of an established house.View Case Study

ZachysStrategy, Branding, Content, DigitalWe helped Zachys scale for growth by bringing its storied expertise in fine wine to life through a modern, unified brand presence spanning retail, auction, and storage.View Case Study

AtmosStrategy, Content, DigitalAtmos leads climate & culture editorial with their inventive, exploratory digital platform we design and build.View Case Study

Girlfriend CollectiveStrategy, Branding, Content, DigitalGirlfriend Collective needed to pivot to meet a consumer base who had matured. We came on board to sharpen and elevate the brand with a new strategic platform, tone of voice, and identity.View Case Study

PratesiStrategy, Branding, Content, DigitalUnder new management, the luxury Italian linens brand Pratesi needed a strategic refresh marrying modern luxury and heritage quality. View Case Study

Equinox HotelsStrategy, Campaign, DigitalEquinox Hotels brings the brand's performance and wellness philosophy into a luxury hospitality destination. We built a cohesive brand world that defines how the hotel looks, feels, and communicates across every touchpoint.View Case Study

Ink GradeStrategy, Branding, DigitalInk Grade is a luxury wine brand from the Heitz Cellars estate. We created a brand world defined by provenance and craft.View Case Study

SupergoopStrategy, CampaignEVERY SINGLE FACE is Supergoop's integrated campaign redefining sun care as an everyday essential. We developed the strategy, creative, and digital presence to reposition sunscreen for a broader audience.View Case Study

K'ab JuunStrategy, ContentK'ab Juun is a store and gallery celebrating contemporary Mexican art, craft, and design. We shaped the brand's go-to-market strategy across content, social, and retail experience for their New York flagship.View Case Study