When Finn Gaardboe started StudioFMRG earlier this year, it was not a spontaneous decision, nor was it the result of a post-corporate, clarity-seeking surfing break. It was the culmination of years of quietly working towards a model of creative practice that truly felt creative. „It’s something I have always been striving for, patiently waiting in the background until the timing was right,“ Finn explains.
That moment came after taking a break from work and coming back with a fresh perspective. What he observed did not excite him. „Many studios seemed to be either creatively limited or commercially repetitive: the same clients, the same ideas, the same results.“ Instead of settling for that pattern, he created an alternative: a studio that combines strategic depth with creative fluency, beauty with business acumen, and branding with broader cultural impact.
According to Finn, Studiofmrg is „more than a design studio, more than an ad agency.“ It is a small practice with a broad focus, willing to take on identity systems and integrated campaigns, but equally interested in editorial experiments or community-centered side projects. The goal is not to do everything; it is to ask the right questions before taking action.
„We aim to transition seamlessly between disciplines to maintain a coherent narrative and impactful work,“ he says. „It is not about doing everything; it is about questioning everything and then executing the right approach.“
At the core of this philosophy is the belief that „beauty is a necessity,“ not just a luxury or a pleasant addition after finalizing a project, but a fundamental requirement. „We are taught to view it as a luxury or a form of vanity, but I see it as vital,“ Finn elaborates. „It boosts confidence, inspires, and reduces stress.“ Importantly, his interpretation of beauty is not limited to sleek and shiny aesthetics. It can be raw, practical, or even slightly messy (as long as it is intentional).
This thoughtful approach is evident in the studio’s early work. From the community-focused running club Sole Mates to the polished branding of the data platform StatBrak, each project varies in format but is built on a foundation of research, resonance, and respect for the audience. „The industries of our clients do not limit the level of resonance we can achieve,“ Finn notes. „Resonance comes from meeting real needs, designing with care, maintaining consistency, and having the courage to stand out.“
Working with clients like Tusk and StatBrak, StudioFMRG has played a role in creating brand worlds that are as strategic as they are heartfelt. „StatBrak and Tusk are led by incredibly open, brave individuals who were receptive to exploring new directions,“ Finn points out. „This is what establishes the consistency that leads to resonance and long-term brand loyalty.“
Consistency does not equate to predictability, and for Finn, compelling storytelling often arises from embracing contrast. This concept is vividly illustrated in Memories of Youth, a fashion editorial that StudioFMRG developed with photographer Bryan Tang. The project delves into the dualities of masculinity, such as competition vs. vulnerability or energy vs. softness, with a cinematic and narrative-driven approach. „Contrast, juxtaposition, and conflict are crucial to impactful storytelling,“ Finn emphasizes. „We actively seek out these points of tension in every project.“
Finn highlights a decline in strong art direction in the fashion industry, a trend that StudioFMRG aims to counter. „We believe that any opportunity to construct a genuine narrative and consider those additional layers of detail should be embraced wholeheartedly.“
This level of layered thinking also defines how StudioFMRG approaches branding from the ground up. While many studios may focus solely on the logo-website-stationery cycle, Finn looks further into the future.
„When developing a brand identity for a startup, we already envision how it will appear in five years with funding and a physical presence, in ten years when it goes public, and in twenty years when it becomes a household name.“
This long-term perspective is enabled by a clear yet adaptable process that blends intuition with thorough research. „I prefer to jot down notes and sketch ideas as I review a brief before delving into strategy or research,“ Finn shares.
Dann werde ich einen Schritt zurücktreten und den üblichen Prozess durchlaufen: Branchen-, Markt- und Benutzerforschung; Positionierung und kreative Strategie; dann weiter zu den visuellen Elementen, Sprachstil, usw. Es ist eine Struktur, die Raum für Improvisation lässt, aber auch genug Strenge bietet, um nicht völlig vom Kurs abzukommen.