Friends from the City

Friends from the City is a New York–based digital company known for its collaborative spirit and creative approach to digital production. When they approached us to refresh their brand, our goal was to create a visual identity that felt more alive, distinctive, and reflective of their energetic personality with an added homage to their New York roots.

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The new identity draws inspiration from the city itself, its color, rhythm, and iconic visual language. Influenced by the legendary work of Massimo Vignelli and his redesign of the New York subway system, we adopted the same timeless typographic style and approach to structure. The result is a system that’s both functional and expressive, balancing clarity with character.

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Vibrant colors, playful compositions, and a confident typographic foundation come together to form a brand that feels unmistakably urban and friendly. It’s a celebration of creativity, collaboration, and the city that continues to inspire both.