Abel Design Group is an award-winning architecture and interiors firm in Houston, Texas, providing services for a variety of commercial clients. In 2021, Abel sought to freshen up their proposal and presentation templates (the first visual touchpoint with potential clients) to better communicate their bold approach to design. Previously, their templates lacked interest, visual uniformity, and didn’t position their brand well. As part of Primer Grey, I helmed the efforts to redefine key brand elements like color, typography, and photography style to better represent their brazen approach in the industry.