I like this visual identity program for New York-based digital company Friends From the City. The work, by Holographik®, conjures the unique energy that is NYC by borrowing and upcycling Massimo Vignelli's iconic identity design of the New York subway system. And as Dann DeWitt, my partner in our design firm titanium, and I used to say: "We could use nothing but Helvetica for a year and everything we did would be fresh".

ARTICLE: Branding and Visual Identity: A Case Study on Friends From the City