Abbreviated Projects is a design studio helping brands evolve on an abbreviated timeline. We develop creative strategies that become radically simple systems of design and language, giving our clients an immutable sense of identity to secure their place in the future. Founded in 2022, based in New York and Los Angeles.

Services

Strategy

The genetic code that defines everything you are
Research
Positioning
DNA
Brand Architecture
View Strategy Work

Design

The visual system that makes you unmistakable
Visual Identity
Typography
Creative Direction
Collateral
View Design Work

Language

The verbal system that gives people a reason to listen
Naming
Brand Voice
Messaging
Copywriting
View Language Work

Websites

The living interface that turns your identity into experience
UX Design
Information Architecture
Site Design
Site Development
View Website Work

Abbr. Ideas

When we were kids, we shared a room with bunk beds. Falling asleep, we listened to stories on CD: Native American legends, Greek myths, Irish folk tales. As we drifted off, these stories wove into our dreams, shaping how we understand storytelling — and the world.

One of my favorite discs was dedicated to American tall tales: Davy Crockett, Johnny Appleseed, Paul Bunyan, and especially John Henry. John Henry was a Black steel driver working on the railroad. When a steam-powered drill threatened to replace his labor, he challenged the machine to a race. When the dust settled, he was victorious, but died shortly after from exhaustion.

I’ve been thinking about John Henry amid debates about artificial intelligence and the fear that technology will render humans irrelevant. The story, dating back to the 19th century, reminds us that anxiety about technology replacing us is not new.

John Henry’s resistance was ultimately futile. Machines transformed the world anyway. But while the steam engine is mostly obsolete, John Henry is immortal.

Efficiency is not the same as value, and inevitability is not a reason to surrender. The challenge is not to will the machine away, but to ensure that, in learning to live with it, we do not surrender the parts of ourselves that make life meaningful.

LET’S EVOLVE
TOGETHER

Abbr. Projects mimics nature on an abbreviated timeline to help brands evolve faster, compete stronger, and survive longer.

View Project