hello@studiopresenttense.com
Studio
Creating culturally resonant,
strategically grounded work built
to flex. From a single expression
to a full ecosystem, for brands,
institutions, and entrepreneurs.
Founded by Abby Chen, a
designer and creative director
with 12+ years across studios
and in-house creative teams in
culture, media, and tech, bringing
multidisciplinary thinking to
every project, at every stage.
Previously—Apple, The Met,
Axios, Gallagher & Associates,
Google Creative Lab, Wkshps,
Synoptic Office, and
The New York Times Magazine.
Services
Brand Identity
Design Systems
Digital Experiences
Editorial Design
Exhibition Graphics
Art Direction
Creative Direction
In Practice
Bring clarity to things
that don't feel quite right
Turn a hazy idea into a
blueprint to build from
Build a scalable foundation
that grows with you
Make a shift towards
a new direction
Tell a story that can be felt
Create design as ambitious
as the vision
Principles
Rooting conceptual play
in strategic intention.
Every decision serves the idea,
nothing arbitrary.
Leading with curiosity,
understanding the world
the work lives in.
Made with, not for. Built on
thinking together.
Embracing intersectional
cultural humility.
Play, play again, play past
the obvious.
Currently
Basement Workshop
Digital Experiences
Arts & Culture
Shaping years of research into a multi-media digital narrative
Creative Direction
Hospitality
Building a framework a great brand needs to show up fully
Worthless Studios
Digital Experiences
Arts & Culture
Turning years of impact into a lasting digital system
Currently
Services
Sector
In Practice
With
Basement Workshop
Digital Experiences
Arts & Culture
Shaping years of research into a multi-media digital narrative
Worthless Studios
Digital Experiences
Arts & Culture
Turning years of impact into a lasting digital system
Previously
AAPI Heritage Month
Campaign, Design Systems, Art Direction
Entertainment
Shaping a campaign into a flexible design system that compounds
Apple
Exhibition Graphics
Arts & Culture
An exhibition identity that puts experience before convention
The Met
Axios
Brand Identity, Design Systems
Media
Revamped a startup's brand identity for a scalable future
Axios
Axios Newsletters
Art Direction
Media
Unifying the visual language for a flagship editorial product
Axios
Exhibition Graphics
Arts & Culture
A bold exhibition identity that pushes past the expected
The Met
Met Fest
Brand Identity, Art Direction
Arts & Culture
A people-first identity system built to flex
The Met
Digital Experiences
Education
An online showcase built for never ending discovery
The New School
Pride
Campaign, Design Systems
Entertainment
Designing a bold, adaptive campaign system with a lo-fi toolkit
Apple
Teens Take the Met
Brand Identity, Art Direction
Arts & Culture
A flexible, energetic rebrand built for the teens
The Met
Previously
Services
Sector
In Practice
With
AAPI Heritage Month
Campaign, Design Systems, Art Direction
Entertainment
Shaping a campaign into a flexible design system that compounds
Apple
Exhibition Graphics
Arts & Culture
An exhibition identity that puts experience before convention
The Met
Axios
Brand Identity, Design Systems
Media
Revamped a startup's brand identity for a scalable future
Axios
Axios Newsletters
Art Direction
Media
Unifying the visual language for a flagship editorial product
Axios
Exhibition Graphics
Arts & Culture
A bold exhibition identity that pushes past the expected
The Met
Met Fest
Brand Identity, Art Direction
Arts & Culture
A people-first identity system built to flex
The Met
Digital Experiences
Education
An online showcase built for never ending discovery
The New School
Pride
Campaign, Design Systems
Entertainment
Designing a bold, adaptive campaign system with a lo-fi toolkit
Apple
Teens Take the Met
Brand Identity, Art Direction
Arts & Culture
A flexible, energetic rebrand built for the teens
The Met
Magically built by Headlight