Website Relaunch for Friends Creative Agency

The challenge

Friends agency had recently undergone a visual refresh — its identity was updated across social media and marketing materials, while the website remained unchanged. As a result, the site no longer reflected the brand’s character and lagged behind both visually and functionally — a critical issue for a creative advertising agency.

We approached the project not as a simple transfer of the new identity to the web, but as a reinterpretation of the brand in a digital environment.

Design Concept

We treated the web as a living environment — which meant the visual patterns had to be alive as well. Elements on the site move and respond, creating a sense of interaction. Animated patterns were integrated into video content, and every microinteraction was carefully designed.

Friends is all about advertising and creativity. Rather than overloading the interface, we focused on bringing the agency’s work to the forefront. Minimalism and a clean composition became the foundation of the design.

We rethought the case format and introduced a stories-style layout, adding rhythm and reinforcing the dynamic nature of the website.

Development

We built a lightweight page builder in the admin panel, allowing pages to be assembled from a set of predefined sections to meet specific business goals.

Each page features customizable semantics and metadata, enabling effective search engine optimization.