Friends of Friends is an international platform and community dedicated to creativity and inspirational voices, based in Berlin. Co-founded by MoreSleep as Freunde von Freunden, after 11 years and almost 700 interviews across multiple cities around the world, the platform relaunched with a new name, a new look and feel, and a new digital home.
From Berlin-focused beginnings, the platform had become increasingly international. With this growth, the difficulty in pronouncing the original German name for non-Germanophones became clear. A simple translation into English, Friends of Friends, reflects the expanded world of an international network and readership: a place for sharing stories accessible to everybody.
The name change to Friends of Friends reflects the platform's expanded international reach. A completely new visual identity system followed: logo animation, colour language, typographic approach, and motion principles — built to travel across editorial and social contexts. Typefaces: Adieu by Good Type Foundry and Untitled Sans by Klim Type.
We rebuilt the Friends of Friends website from the ground up, designing a modular system so editors could create expressive articles with unusual layouts and compositions. New interactions and an in-depth search function gave users easier access to the complete archive — a platform that honours the depth of their back-catalogue while positioning the editorial brand for its next decade.
A modular system built for editors. Expressive, archival, and built to last.
Logo animation, social templates, showreel, and print collateral — a full motion and application system that carries the brand across every channel Friends of Friends touches. Each platform received bespoke content rather than the same message pushed everywhere.
The oldest element of Friends of Friends evolved into a hub that unites most of the platform's actions. FvF books, published with Distanz and distributed by Die Gestalten Verlag, brought the network's stories into print — available worldwide and a lasting testament to over a decade of creative relationships.
A place for sharing stories. Accessible to everybody.
Friends of Friends is an international platform dedicated to creativity and inspirational voices — co-founded by MoreSleep as Freunde von Freunden, born in Berlin. After 11 years and almost 700 interviews across multiple cities, the platform relaunched with a new name, identity, and digital home.
We led the complete rebrand: identity system, motion language, print publications, and full website redesign. A modular editorial platform built so editors could create expressive, unusual layouts — content-first and built to scale across the platform's next decade.