Abstract

Abstract helps modern product teams collaborate on design by capturing process and decision-making. We created a visual language that uses the abstract building blocks of design to represent the essential qualities of great creative teams.

Ingenuity, flexibility, and cooperation are suggested through small shapes and overlapping patterns, and structure is created by neatly organizing it all on a dotted grid. It’s expansive expression that finds alignment, allowing many small things to combine into a meaningful, vibrant whole.

  • Co-founded
  • Naming
  • Visual identity
  • Brand positioning
  • Web design
Logo
Abstract logo
Stationery
Stationery
App icon
App icon

To visualize “Abstract” the tool and “abstract” the quality, we developed a language of overlaid symbols to represent structured collaboration. This system also made it easy to quickly create images for marketing, emails, modals, empty states, and social channels.

Symbol system
Abstract apps Abstract apps

Language was also systematized with the sentence, “Make it x with Abstract.” This positioned Abstract as a creative sidekick, not a drawing tool, and quickly articulated a few of Abstract’s unique offerings.

Slogan cards
Posters
Keep it together poster Where it’s at poster
Website
Website
Website
Website