The Forever Faster Manual outlines Puma's core ethos to constantly push sports and culture forward. The Be More Cat Manual is given to all PUMA staff as a way to repackage an operational philosophy in a more engaging way.

A master guide of visual style and values. 

PUMA Brand Book

Defining a sense of place and progress.

Kendall Common by MIT

The Fenway is a neighborhood in Boston marked by rapid change and progress. Through an identity refresh, we shift from a straight-talking, no-nonsense personality to a more refined interpretation that syncs better with the area's modern consumers. From giants in life sciences to cultural destinations like Time Out Market, The Fenway isn't easily pigeonholed. 

Reinventing the industrial neighborhood.

The Fenway

Lyrik is defining a new cultural destination for Boston. Built around a European-style piazza, the mixed-use development amplifies the city’s best experiences, from retail and dining to workspaces and hotel stays. 

Finding music in placemaking.

Lyrik

As a proud part of The Fenway neighborhood, The Rink 401 Park is Boston's quintessential winter tradition throughout the skating season.

The art of ice skating.

The Rink 401 Park

Since opening Bermuda’s first bank, Butterfield has been at the heart of community life, offering personal and curated services that are built on lifelong relationships with face to face communication. As a modern bank, they are fully-transparent, ensuring that you know your adviser, know your local branch, know your financial future.

A warm, welcoming rebrand.

Butterfield Group

Samuel Adams brewed by the Boston Beer Company champions the brand's most recognisable assets for instant recognition and a timeless design that will last for decades. This is a declaration of beer independence.

The original craft beer.

Samuel Adams

BMW is the world’s leading manufacturer of premium automobiles and motorcycles. When launching their new lifestyle collection, we wanted to bring out the innate joy within their precision and diligence. 

Effortless, engineered.

BMW Lifestyle

For AW23, Triumph emphasised a fresh focus on sensuality. Our resulting campaign brings individual stories to life. Building unique worlds inspired equally by our products and talents. Sensuality is not limited to one facet of life. It contains a multitude of expressions, a unique sensation. 

Reclaiming the gaze on sensuality.

Triumph AW23 Season

BMW is rethinking the stainless steel water bottle, creating an innovative kit of parts with functionality and sustainability at its core. Built with interchangeable parts, the Hydration System adapts for various activities without the need for additional bottles. 

Modular goods built to last. 

BMW Hydration System

Wakaze Sake combines Japanese tradition and French culture. Bringing together the best of history with the best of today: modern methods, passionate people and quality local ingredients. Wakaze believes sake should be for everyone, everywhere. No pretence or rules attached.

Sake for the new generation.

Wakaze

Chef Masaharu Morimoto is a name synonymous with knife mastery, precise craft and the unexpected. SA'MOTO is an experimental collection of Chef Masaharu Morimoto’s most loved Pan-Asian dishes, merging Asian flavors and Japanese techniques with American spirit. 

A playful take on modern fusion.

Sa'Moto

Introducing WHOOP: the future of wearable fitness technology, worn by elite athletes such as LeBron James and Michael Phelps. Behind every great athlete, is a wealth of data. Understanding how we train, sleep and recover can help us reach our full potential faster.

Leveraging data into design.

Whoop

We redesigned Triumph’s global website and retail concept as part of a large-scale identity refresh. Our main mission was to elevate the brand’s look and feel. Injecting craft, intimacy, and showcasing Triumph's dedication to quality. 

Designed for you, online and in store.

Triumph Experience

In the heart of the Puces de Saint-Ouen neighbourhood in Paris, MOB HOUSE is a luxury yet affordable long stay hotel and sister to MOB Hotel.

Designing a hotel for the digital nomad.

MOB House

Backstage at The Verb hotel is a behind-closed-doors experience in Boston’s Fenway neighborhood and a completely new luxury overnight offering. Backstage is a collection of 10 custom crafted trailers, meticulously designed for a premium and experiential stay.

A behind-closed-doors experience.

Backstage

Triumph is a global lingerie and intimate apparel brand, founded in 1886. The brand once led the industry through innovation and boldness, but experienced slowing growth over time. Triumph came to us during a standstill.

Modernising a heritage lingerie brand.

Triumph

Our partnership with Wakaze expanded to the company’s homegrown roots in Tokyo. We pay homage to the experimental nature of their space in Sangenjaya: a joint microbrewery and modern izakaya. 

Counter-culture sake.

Wakaze Japan

Alileo is a celebration of artisanal Sicilian wines made from organic ingredients, grown and ripened on the wild west coast of sunny Sicily. Alileo’s modern, premium approach challenges current perceptions of boxed wine through environmentally friendly and high performance packaging.

Boxing the spirit of Sicily.

Alileo

Throughout the AW22 season, we developed a series of campaigns to strengthen Triumph’s new core ethos. Our objective was to create desirability: elevating the brand’s look and feel while providing an authentic strategic platform to build from.

Redefining what intimacy means today.

Triumph Campaign Direction

South Standard is built for a thriving scene in South Boston as a growing number of young people flock there for more space to grow, think and live - away from the hustle and bustle of downtown. 

Placemaking that embraces the mix.

South Standard

The new home for technology and design that powers SailGP - the fastest race on water. A global team of engineers and innovators are developing future technologies beyond sailing, for other industries and applications at sea, on land and in space.

Innovation beyond the sport.

SailGP Technologies

Based in Dorchester, Massachusetts, DotBlock is joining a neighborhood of constant change. Founded on the strong belief that we should be designing a space and experience that feels at home in Dorchester’s diverse, multicultural community and rich history.

Building a home for real life.

DotBlock

201 Brookline is the new center of innovation and biomedical breakthroughs in Boston’s Fenway neighborhood. Reaffirming the city’s position as a hub for science and technology.

Life science, made premium.

201 Brookline

Honoring eight generations of Cecchini butchers, Dario Cecchini is world renowned for making simple food with passion. Raised in the Tuscan village of Panzano, Dario believes that butchery should respect the whole animal. Cicci di Carne is a celebration of Tuscan tradition for the modern age. 

Capturing Tuscan charm.

Cicci di Carne

US based Archangels is a national movement and platform dedicated to honoring caregivers. A caregiver is anyone who cares for the health of a loved one. Reframing how caregivers are recognised and supported, the platform provides valuable resources and insights. 

A platform to reframe caregiving.

Archangels

SailGP is a revolution in sailing. Set to re-define the sport with a completely new global sports series, SailGP features bold, cutting-edge technology and awe-inspiring athleticism.

Giving sailing a new edge.

SailGP

The Modern is a hotel where design, culture and play collide. Inspired by The Sarasota School of Architecture: a movement adapting European Modernism to the culture and climate of sub-tropical Florida from the 40s to 60s, the dynamic logo expands and contracts to fit various formats and experiences.

Mid-century design meets culture.

The Modern

Creators of exceptional products for exceptional brands, stichd makes the complex look simple. They partner with sport and lifestyle giants like PUMA, Tommy Hilfiger and Formula1 to offer design, production, marketing, and operations. 

Spotlighting a behind-the-scenes player.

stichd

MOB's mission is to create an affordable, fun and stimulating experience. The hotel acts as a local community center that brings people, generations, and ideas together. 

Building a hotel on community.

MOB Hotel

Samuels & Associates is a Boston based real estate developer that pride themselves on thinking big and doing bigger. With a focus on creating beautiful spaces, building communities and enriching local culture, Samuels aim to generate inspiring experiences: joyful, collective neighborhoods for the people of Fenway, Boston and beyond.

samuelsre.com

Property development with personality.

Samuels & Associates

Placemaking

Lifestyle

Food & Drink

Sport

Commerce

Our Friends is a global creative and design branding agency based in London and New York City. We specialise in B2B and D2C brand identity, graphic design, creative direction and art direction across clients in placemaking, real estate, fashion, sport and retail. Our projects are 360, from brand strategy to brand identity, campaign creative direction, and all aspects of design: visual, experiential, digital and emotional. 