Abacus is an intelligent sensor technology company aiming to solve elevator occupancy problems in our current landscape. In short, they are a modern company tackling modern issues in a slow-moving space. Our goal was to create an identity that reflected this fresh and ambitious startup without feeling too “young” or “inexperienced” for their target customers.

Uncovering Abacus' core values—progress, grit, independence, ambition, empowerment, and empathy—helped lay the groundwork for the brand. Visually, we coupled a foundation of simple geometric shapes and colors with perspective, depth, and movement to balance reliability and trustworthiness with a touch of innovation. The result was a unique identity that dabbles in modern design principles while paying homage to classic design standards.