Art direction, Implementation, Illustration, Web Design
BRAND IDENTITY, WEB DESIGN, ILLUSTRATION, DESIGN SYSTEMS, TECHNOLOGY
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.
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.
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.
Above is an illustration example showcasing "all files in one place," making use of the core symbol.
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.
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.
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.
GT America Mono is a versatile workhorse for all things meta-data-related from Grilli Type.
We developed 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.
With this system, we could pull back or forward the levers when needed, depending on the context. An illustration for a blog post needed to strike a different chord than a feature homepage illustration.
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.
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.