With a shifting competition in what used to be a very niche practice, Design Friction needed to better showcase their work, in a more forward and approachable manner.

The new identity plays with the word ‘friction’. Within the logo is hidden a ‘DF’ monogram that has been sliced in half with both parts sliding in opposite directions. The gimmick continues throughout the identity in the form of cuts and indents separating the different content units. Their yellow color, previously timidly used, gets a more present role, and the website features imagery and videos in a much more generous way.