When we first partnered with Abstraction, they were a 36-person studio with big ambition. Today, they are over 180 strong. And through every phase of that growth, we helped shape and evolve the brand while keeping its core intact.

From defining a strategic foundation to designing a flexible identity system, we built a brand that could scale across teams, titles and touchpoints. The central idea Beyond Boundaries became the lens for every decision. It informed the voice, visuals, internal culture and every outward expression.

Over the years, we worked together on naming, identity, guidelines, campaigns, motion, print and product. We built the website as a natural extension of the brand, complete with playful details like a custom Pong game that links back to the roots of gaming.

This was never just a one-off project. It is a long-term collaboration built on trust, clarity and shared momentum.