Adam Ho
Index24
Pages
Index24
Artwork21
2022 Archive1
Inquiries 🔗
Foundation 🌐
Case Study
Abstract
Information
We were challenged with the brief of creating and designing a brand identity for designers like ourselves. In partnership with Devin Jacoviello and the Abstract in-house design team, we reimagined a new visual identity and designed a website that matched their ambitious mission.
Content
I. Identity
II. Typography
III. Illustrations
IV. Website
Case Studies14
1
Liquidities
2
Beat Foundry
3
Felt
4
Airbnb Luxe
5
Supporting Cast
6
Designer Fund
7
Abstract
8
Nike ISPA
9
The Verge
10
Cash App
11
Grove Financial
12
Zendesk (Industries)
13
Webflow
14
Backdrop
Independent studio practice of Adam Ho
Liquidities
(2022)
Cash App
(2022)
Beat Foundry
(2022)
Independent studio practice of Adam Ho
FElt
(2022)
Designer Fund
(2018)
Abstract
(2018)
Independent studio practice of Adam Ho
Nike ISPA
(2019)
Airbnb Luxe
(2019)
Independent studio practice of Adam Ho
SELECTED PROJECT HISTORY
,
[17]
1
Liquidities
2022
2
Beat Foundry
2022
3
Felt
2022
Medium
Marketing website development
2020
Coinbase
Coinbase Card design
2020
4
Airbnb Luxe
2019
5
Supporting Cast
2020
6
Designer Fund
2019
7
Abstract
2019
8
Nike ISPA
2020
9
The Verge
2018
10
Cash App
2022
11
Grove Financial
2019
12
Zendesk
2019
13
Webflow
2019
Divergence Ventures
Brand and web design/development
2020
14
Backdrop
2018
Abstract
Brand identity, illustration, and website design for design-versioning tool (recently acquired by Adobe).
7
Abstract is a modern design workflow tool that helps designers version, collaborate, and manage their files.
We were challenged with the brief of creating and designing a brand identity for designers like ourselves. In partnership with Devin Jacoviello and the Abstract in-house design team, we reimagined a new visual identity and designed a website that matched their ambitious mission.
Credits
4
Devin Jacoviello, Design partner
Heather Phillips, Design director
Abstract design team
Josh Brewer, CEO
ABSTRACT
,
[B, W, I]
I. Identity
II. Typography
III. Illustrations
IV. Website
Divergence Ventures
Brand and web design/development
2020
The Yes
Visual product design
2019
14
Backdrop
2018
Inquiries
,
(2022)
Abstract
,
(2018)
Dark mode illustration.
I. Identity
We were drawn to concepts like connection, multiplication, and a sense of an analog feel as an homage to the (graphic) design process of former days.
Asterisk symbol.
Symbols were created to be the main graphical hooks that the brand latched onto. These symbols represent the qualities of the product—collaboration and a central, reliable place to work from.
"Core" symbol.
Below is an illustration example showcasing "all files in one place," making use of the core symbol.
Abstract custom illustration.
The color system relies on dark colors at first glance, but utilizes warm and bright colors in graphic and illustrative treatments.

The primary colors use a mix of functional dark and light swatches for type and backgrounds with an extended color palette featuring distinct saturated colors and shades for variety.
Brand color swatches.
Brand guide design.
Business card mock-up.
Brand guide snippets.
II. Typography
Thinking about our vantage point of creating an identity for a company that serves a creative industry, we wanted to pay homage to the graphic design cadences of the past, while also setting up the brand for success, visually.
Vesterbro typographic sheet.
Devin and I worked with the Abstract team to create a distinct type system using two typeface families for the Abstract brand.Featured is Vesterbro, a punchy yet dynamic and legible serif.
Type frames.
Type frames.
III. Illustrations
We created a visual system that had a distinct gritty and textural style to match the voice and tone—both visually and verbally—of where the Abstract brand was going.
Illustration (red and sage based).
Collage illustration (yellow).
Product announcement illustration.
We created a visual system that had a distinct gritty and textural style to match the voice and tone—both visually and verbally—of where the Abstract brand was going.
Symbols illustration.
Building blocks.
IV. Website
With the brand identity and visual language in place, we put it all together with a new website that utilizes a robust type system, web style guide, components, and feature illustrations.
Abstract website.
Outfitting the site with a strong brand presence was our primary goal. Creating a nuanced typographic scale with several header, paragraph, and utility styles helped to tell stories in different expressions across all screens.
Abstract website.
Type scale.
Form example.
MORE WORK
,
[1]
8
Nike ISPA
2020
Airbnb social ad designs on a phone mockup.
Modular system, part of interaction design system,
2020
Inquiries
,
(2022)
Brand identity, illustration, and website design for design-versioning tool
x
7
2018
Abstract is a modern design workflow tool that helps designers version, collaborate, and manage their files.
Identity, illustration, and site design for Abstract.