Explore the vibrant branding and visual identity refresh for Friends From the City, inspired by New York's unique energy.
In the competitive landscape of digital companies, a strong branding and visual identity can make all the difference. The recent rebranding of Friends From the City, a New York-based digital company, exemplifies how effective design can breathe new life into a brand.
The project, undertaken by the creative studio Holographik®, aimed to inject more personality and vibrancy into the Friends From the City brand. The challenge was to update the brand’s visuals while preserving its recognizable elements. This balance is crucial in maintaining brand loyalty while appealing to new audiences.
Drawing inspiration from the legendary Massimo Vignelli, known for his iconic redesign of the New York subway system, Holographik® utilized the same typography that Vignelli popularized. The goal was to capture the colorful, functional aesthetic that defines New York City. This approach ensured that the brand refresh was not only visually striking but also deeply rooted in the city’s cultural heritage.
Holographik® focused on two main elements: a friendly, approachable feeling and the unmistakable energy of New York City. These elements were woven into every aspect of the brand’s visual identity. The use of bold, vibrant colors and clean, functional design mirrored the dynamic and bustling nature of the city.
The design team employed a mix of strategy, art direction, and motion design to create a cohesive and engaging brand experience. This included web and mobile solutions that were both aesthetically pleasing and user-friendly. By integrating these elements, Holographik® ensured that Friends From the City’s digital presence was as vibrant and lively as its physical environment.
The Creative Process
The rebranding process involved extensive research and collaboration. The creative directors at Holographik® meticulously studied Vignelli’s work, ensuring that every design choice reflected the same principles of simplicity and clarity. This attention to detail was crucial in achieving a visual identity that felt both fresh and familiar.
The project was spearheaded by Holographik®, a studio renowned for its expertise in design and motion. Their portfolio spans strategy, art direction, branding, and 3D and motion design. They are known for helping brands and visionaries craft unique visual identities that create lasting value and set future trends.
The rebranding of Friends From the City serves as a powerful example of how thoughtful design can revitalize a brand. By drawing on the rich visual history of New York and incorporating modern design principles, Holographik® created a visual identity that is both timeless and contemporary.
For more information on Holographik® and their projects, visit Holographik or their Behance profile.
Branding and visual identity artifacts
