Studio & Marie

Abstract

We articulated a bold public presence for Abstract, a venture capital fund working at the highest level of early-stage investment.

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.
The brand system is disciplined and architectural.
Palette and art direction create a sense of depth.
Palette and art direction create a sense of depth.
The visual system blends clarity of purpose with elegance in expression
The visual system blends clarity of purpose with elegance in expression
The identity can adapt across digital, physical, and interpersonal contexts.
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.
Abstract’s office as an extension of the brand.
Imagery captures the considered architectural details of the office.
Imagery captures the considered architectural details of the office.
The palette carries through from the brand design.
The palette carries through from the brand design.
Photography highlights hospitable warmth and personal experience.
Photography highlights hospitable warmth and personal experience.

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

Work With Us
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ShiseidoStrategy, Digital, ContentWe modernized digital, OOH, and at-counter as AOR, delivering creative services including marketing and comms design, photo direction, and packaging.
Equinox HotelsStrategy, Campaign, DigitalWe built the brand world for Equinox Hotels — defining how the luxury hospitality destination looks, feels, and communicates across every touchpoint.View Case Study
Cash AppContentWe created a collection of still and moving textures to accent the application's new UI with artists Tin&Ed.
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
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GlenmorangieContent, CampaignWe created a whimsical short film in partnership with LVMH and brand ambassador Justin Rose.