StudioFMRG is here to rethink how creativity shows up in business

When Finn Gaardboe established StudioFMRG earlier this year, it was not a spur-of-the-moment decision or a result of taking a break to find clarity after leaving the corporate world. It was the outcome of years of quietly working towards a model of creative practice that genuinely felt innovative. Finn explains, “It’s something I have always aimed for, patiently waiting in the background until the timing was right.” The moment arrived after taking a break from work and returning with a fresh perspective. What he observed did not excite him. “Many studios seemed either creatively limited or commercially repetitive: the same clients, ideas, and outcomes repeated.” Instead of accepting that cycle, he created an alternative: a studio that combines strategic depth with creative fluency, aesthetics with business acumen, and branding with broader cultural significance.

According to Finn, Studiofmrg is “beyond a design studio, beyond an ad agency.” It is a small practice with a broad view, ready to handle identity systems and integrated campaigns but equally interested in editorial experiments or community-focused side projects. The goal is not to do everything but to ask better questions before taking the right action. “We aim to seamlessly transition between disciplines to maintain a coherent narrative and impactful work,” he says. “It’s not about doing everything; it’s about questioning everything before making the right decision.”

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 crucial element. Finn elaborates, “We are taught to view it as a luxury or a form of vanity, but I see it as vital. It boosts confidence, inspires, and reduces stress.” Importantly, Finn’s concept of beauty is not limited to sleek and shiny appearances. It can be raw, practical, or even slightly chaotic, as long as it is intentional.

This thoughtful approach is evident in the studio’s initial projects. From the community-centered running club Sole Mates to the refined branding of the data platform StatBrak, the outcomes may differ in form, but each project is rooted in shared values of research, resonance, and respect for the audience. “Our clients’ industries do not limit the level of resonance achievable,” Finn points out. “Resonance stems from meeting genuine needs, designing with care, maintaining consistency, and daring to stand out.”

With clients like Tusk and StatBrak, StudioFMRG has contributed to constructing brand worlds that are both strategic and heartfelt. “StatBrak and Tusk are led by incredibly open, courageous, receptive individuals who were completely open to exploring directions they hadn’t considered,” Finn notes. “This openness creates the consistency that leads to resonance and brand loyalty over extended periods.”

While consistency does not imply predictability, Finn believes that robust creative storytelling often emerges from embracing contrasts. This concept is vividly portrayed in Memories of Youth, a fashion editorial crafted by StudioFMRG in collaboration with photographer Bryan Tang. The project delves into the dualities of masculinity, such as competition versus vulnerability or energy versus softness, with a cinematic eye and narrative structure. “Contrast, juxtaposition, and conflict are essential for compelling storytelling,” Finn emphasizes. “We actively seek out these points of tension in every project.”

Finn observes a decline in strong art direction in the fashion industry, a trend StudioFMRG is eager to counter. “We should wholeheartedly embrace any opportunity to construct a genuine story and consider those additional layers of detail,” he asserts.

StudioFMRG’s aspirations are broad but not egotistical, focusing on depth over scale and cultural influence over reputation. Finn clarifies, “Growth for us is not merely about expansion; it’s about deepening our creative and cultural impact.” They aim to reshape how design and creativity are perceived within business, not as an afterthought but as a fundamental driver of value and connection.

Success for Finn this year entails “staying afloat and producing work that both we and our clients can genuinely take pride in. If we can continue to grow, deliver outstanding projects, and generate enough to confidently enter the next phase, I will be immensely proud.”