FFTC Brand Guidelines

Redesigning a New York-based digital company with the goal of giving more life and personality to their brand.

For the brand refresh of Friends from the City, the main two elements that inspired each segment of the brand were a friendly feeling and New York City. This might seem obvious, but it’s important to keep the recognizable aspects of a brand, while updating the visuals and design side of the brand.

We were inspired by the legendary Massimo Vignelli and his work that reshaped the visual identity of the New York subway system. So we utilized the same typography and we aimed to achieve the same colorful and functional feeling for the brand.