Who the hell are ABNORMAL↓
ABNORMAL is a design studio working with clients like Nike, Cisco, Channel 4 and Ministry of Sound, as well as an epic bunch of ambitious start-ups in the E-Commerce, Food & Bev and Tech sectors across Australia and New Zealand.
ABNORMAL was founded by Ollie Booth in London in March 2017, and moved its operations to Sydney, Australia in June 2022.
The studio was built around one idea: challenger brands deserve design that performs, not just design that looks the part.
ABNORMAL spent its first five years operating from London, working across brand and campaign projects, including major product launches for Nike, global launch events, and local market campaigns across beauty, technology, and hospitality.
The studio was founded by Ollie Booth, who leads as Founder and Creative Director. Ollie judges the Australian Graphic Design Awards and mentors emerging designers, and works hands-on in every project alongside a small team of senior specialists.
We are deliberately small. It means no account layers, no juniors learning on the job, and our clients are able to work directly with the designers and creatives who will be there from the first strategy session, through to launch.
Our Services
Design measured on outcomes
ABNORMAL partners with challenger brands; brands with products better than others on the market, but do not have the branding or creatives to represent the fact.
It’s our job to close that gap: deep strategy, distinctive identity, and design, with outcomes measured in commercial number. Take, for example, the packaging redesign that lifted a beauty brand's rate of sale by 5.28×, or the corporate rebrand that tested at 4.6× the score of the brand it replaced.
ABNORMAL is a studio that focuses on results. Our work with StrikeNet and Spook earned AGDA Award Nominations in both branding and web design.
Our Process
A working session with ABNORMAL to cover the brand, the category, the competition, and the commercial outcomes desired. This is where we align on scope, ambitions, and what success looks like. Creative briefs is one thing, commercial success is another.
Together, we will map out your objectives, your vision, and your long-term goals. Strategy involves making decisions that align with the commercial targets - whether that’s market share, rate of sale, pr brand perception. We work collaboratively with our clients so they understand what’s happening during, not within a presentation at the end.
Armed with the data gathered in our initial consultation and strategy workshops, the fun part begins. You will be working with senior specialists - no juniors learning on the budget. We begin bringing the brand to life through creative, nuanced designs.
From brand strategy to identity guidelines and key assets like logos, design, and media, consistency is key. Our branding rollout ensures consistency in the way that you communicate with your target audience through all channels and touch-points.