Finn Gaardboe launches StudioFMRG: New creative practice redefining beauty and brand resonance 

Melbourne’s creative landscape is no stranger to agency launches, but few arrive with as much conviction as StudioFMRG. More than a design studio, more than an ad agency—StudioFMRG is a creative practice that aims to define and solve brand problems through both conventional and unconventional responses, while creating an environment for world-class talent to call home.

Founded by Finn Gaardboe, a seasoned creative with a background spanning design, fashion, and advertising, StudioFMRG is built on the belief that beauty is not a luxury, but a necessity. “People don’t just buy a brand,” says Gaardboe, “they buy into a feeling, an identity—something that makes them feel like a better version of themselves. That’s where beauty, strategy, and storytelling align.”

This philosophy is already coming to life in the studio’s early projects. From creating the branding and strategy for the AI-driven sports statistics company StatBreak*, to shaping the identity of Tusk, a new, independent Architecture studio (both launching soon), each project is distinct yet united by StudioFMRG’s guiding principle: resonance.

Says Gaardboe: “Whether it’s technology, art and design, fashion, or culture, our work is about creating brands that people feel—not just recognise.”

The studio also has a deep investment in culture-building projects. Sole Mates, a Melbourne-based run club, is one such example. More than just designing the brand, StudioFMRG helped define its identity as a space where movement and community intertwine. Meanwhile, Memories of Youth, a fashion editorial for MMScene, showcases the studio’s ability to craft narratives that feel personal, timeless, and unexpected.

What sets StudioFMRG apart is its refusal to operate in the predictable lanes of “design” or “advertising.” Instead, it asks bigger questions: How do we create work that lasts? That shapes culture? That makes people feel something real?

“Our approach isn’t just about logos or campaigns,” Gaardboe explains. “It’s about building entire worlds for brands—multi-dimensional spaces where identity, experience, and storytelling converge.”

With a portfolio that spans industries yet remains deeply connected through its craft and strategic clarity, StudioFMRG is setting out to be more than just another Melbourne agency. It’s a creative force intent on shaping the future of brands in Australia and beyond.

Visit StudioFMRG’s website at: fmrg.studio

For collaborations, or further information, contact: hello@fmrg.studio

For press inquiries, contact: press@fmrg.studio

Image 1: Finn Gaardboe, founder of StudioFMRG, at home. Captured by Bryan Tang
Image 2: Sole Mates brand identity, by StudioFMRG. Launching soon.
Image 3: Tusk Architecture Studio branding + strategy, by StudioFMRG. Launching soon
Image 4: StatBreak* branding + strategy, by StudioFMRG. Launching soon.
Image 5: Memories Of Youth, an MMScene exclusive. Directed by Finn Gaardboe of StudioFMRG, shot by Bryan Tang and styled by Madeline Assi. For full story and credits visit fmrg.studio/work/memories-of-youth

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.