Brand Guidelines2026 Edition
Madison Avenue Polish.
Brooklyn Creative Agility.
Multicultural creative studio · New York, NY
01 / 40
The complete visual identity system for Friendly Creative Studios. 40 pages covering logo, color, typography, voice, and applications.
Multicultural creative studio · New York, NY
01 / 40Section 01 · Page 03
We make brands fluent. Natively multicultural creative — strategy, film, digital, XR — that connects organizations with the multicultural markets shaping America.
DISPLAY · RALEWAY
Hero UPPERCASE onlyHeadlines · DM Sans
H1–H4 · Sentence caseBody · DM Sans
Body, UI, buttons, captionsNatively multicultural creative — strategy, production, and technology in English and Spanish. Built for multicultural markets from day one, not retrofitted.
We are a natively multicultural creative studio — not an English agency with a Spanish department. Every strategist, designer, and producer on our team works across both languages and both cultures as a default, not as a service add-on. That is the structural difference between translating for a market and building from inside it.
Our work combines the strategic discipline you expect from a top-tier firm with the creative directness of an independent studio. We bring both to every brief because the brands we serve — and the audiences they need to reach — deserve creative partners who take neither side of that equation for granted.
Friendly Creative Studios · 2026
We make brands fluent. Natively multicultural creative — strategy, film, digital, XR — that connects organizations with the multicultural markets shaping America.
The creative partner organizations choose when culture, language, and market opportunity must work together — not separately.
Friendly delivers strategy, production, and technology natively in English and Spanish — built from day one for multicultural markets. Where most agencies add a Spanish line item to an English playbook, we build both from the same cultural foundation.
Flawless execution in every pixel and word
Human, approachable, never cold or clinical
Native in both languages — not translated
Every creative decision backed by strategy
ICP 1 · The Expansion Leader
VP/CMO at a $20M–$500M brand
Entering or deepening US Hispanic market presence
Culturally native creative — not translated campaigns
Past agencies treated Spanish as a checkbox
"How is this different from hiring a multicultural shop?"
Multicultural team structure, parallel creative process
Strategic credibility, measurable ROI, speed
ICP 2 · The Scaling Founder
Hispanic-American founder (Series A–C)
Building a national brand from a multicultural base
Premium identity without cultural erasure
Agencies ignore culture or reduce it to stereotypes
"Can a boutique studio handle our growth pace?"
Full-stack: brand → web → film → technology
Cultural authenticity, design quality, partnership
What does "natively multicultural" mean?
Every team member works across EN and ES as a default. Copy written in parallel, not translated.
What separates Friendly from a generalist?
Multicultural is not an add-on. It is the structural foundation of every project.
What sustains the premium promise?
Full-stack creative under one roof. No outsourced layers. Every deliverable reviewed for craft.
What does Friendly combine that others separate?
Cultural fluency + technical capability + strategic rigor — all three, not one or two.
Friendly was founded in 2024 by Harold Luna in New York. The premise was specific: brands with real ambition in multicultural markets were consistently paired with agencies that treated Spanish as a line item — a translated deck, an adapted campaign, a cultural footnote. The studio was built to be the opposite: a natively multicultural creative practice where both languages and both cultures are first-class from the start.
“Friendly” is a posture, not a personality trait. It describes how the studio enters a relationship: approachable enough to earn trust, sharp enough to hold it. The name is a deliberate signal that warmth and competence coexist here.
2024 · New York, NY
Multicultural US markets
Strategy + culture, together
A minimal geometric smile. It resolves the core brand tension — signaling approachability without sacrificing sophistication. Rendered in clean geometry on white or purple, it becomes a signature of warmth inside precision.
A creative studio
Not a media agency, not a consultancy. We make things: brands, websites, films, technology.
Natively multicultural
Both languages are first-class. No translation department. No cultural add-on.
Strategically led
Every project starts with positioning and objectives. Creative follows strategy.
Premium by standard
Museum-grade visual system. No templates. Every deliverable reviewed for craft.
A translation service with design capabilities
A generalist agency that does multicultural on the side
A holding-company subsidiary with a cultural brief
A startup-style shop that prioritizes speed over craft
Warm and approachable
We earn trust before we pitch
Strategically sharp
Every recommendation is backed by reasoning
Highly competent
Execution quality is non-negotiable
Confidently understated
We let the work speak — not the volume
Natively multicultural
EN/ES as a default, not a service tier
Corporate
Rigorous execution. Clear KPIs. Error-free communication. Strategic accountability.
Cool
Modern minimalism. GSAP motion. Editorial layouts. No templates, no shortcuts.
Strategic ← → Approachable
We lean strategic but stay accessible. Never cold.
Premium ← → Human
We lean premium but ground it in warmth. Never exclusive.
Confident ← → Warm
Balanced. Confident enough to lead, warm enough to listen.
Precise ← → Clear
Both. Precision in execution, clarity in communication.
Arrogant — we state facts, not superlatives
Clinical — competence without warmth is not our style
Performative — no buzzwords, no hollow manifestos
Subservient — we are partners, not vendors
Chaotic — creative freedom within strategic structure
“We try to help brands connect with diverse audiences.”
“We dominate multicultural markets.”
“We leverage synergies across multicultural verticals.”
“We build brands that are native to the culture they serve.”
Natively multicultural creative studio. New York.
Friendly is a natively multicultural creative studio that builds brand, web, film, and technology for the multicultural markets shaping America.
Friendly Creative Studios is a New York-based creative agency that delivers brand strategy, digital design, film production, and emerging technology natively in English and Spanish. We work with CMOs entering the US Hispanic market and founders scaling multicultural brands — bringing the strategic rigor of a top-tier firm and the creative directness of an independent studio to every brief.
Multicultural creative studio · Brand · Web · Film · XR · AI · New York, NY
Culturally native
Multicultural team works across EN/ES as a default. Copy is written in parallel, not translated. Creative review happens in both languages.
Strategically rigorous
Every project starts with positioning, audience definition, and measurable objectives. Creative follows strategy — never the reverse.
Full-stack creative
Brand → web → film → XR → AI under one roof. No outsourced layers. Integrated delivery from brief to launch.
Premium by design
Museum-grade visual system. No templates, no shortcuts. Every deliverable is reviewed for strategic alignment and craft quality.
Friendly Creative Studios is a New York-based creative agency specializing in brand strategy, digital design, film production, and emerging technology for English- and Spanish-speaking audiences. Founded in 2024, Friendly delivers creative natively in both languages — built for multicultural markets from the ground up.
"Your brand doesn't need a Spanish version. It needs a multicultural one."
"Premium creative that honors where you come from and where you're going."
"The multicultural creative capability your roster is missing."
"A studio built for the demographic most agencies still approach through translation."
Natively multicultural
Built for multicultural markets
Strategy meets culture
Premium creative, human delivery
"The only multicultural agency"
"Hispanic marketing experts"
"One-stop shop"
"We do it all"
Section 02 · Page 11
Base unit x = height of the mark symbol. No element may enter the shaded zone.
Wordmark: 2x on all sides. Mark alone: x on all sides. x = height of the mark symbol.
Wordmark: 140px digital · 32mm print. Mark: 24px digital · 8mm print.
SVG (primary) · PNG @2x fallback · PDF/EPS for print
Derived mathematically from two primaries via HSL interpolation. Purple (H:279, S:82%) = authority. Crimson (H:342, S:100%) = urgency. No shadows — borders only.
500 = brand primary #510C76
500 = brand accent #EB0045
Harmonized with brand hue
BRAND THAT MOVES CULTURE.
Strategic rigor meets creative edge — every brief, every time. We deliver flawless execution with a breathtaking, modern aesthetic.
All typefaces open-source via Google Fonts
MADISON AVE. POLISH.
Strategic rigor meets creative edge — every brief, every time.
.section-container
Section 03 · Page 18
Confident, not arrogant
State facts with authority. No superlatives, no hedging.
"We build brands for multicultural markets."
Precise, not cold
Economy of language. Every word earns its place.
"Brand strategy for the $2.7T US Hispanic market."
Multicultural, not token
Spanish is native, not a translation.
"Marca que mueve culturas." — written, not translated.
Premium, not exclusive
Sophisticated but accessible. We invite, never gatekeep.
"Start the conversation." Not: "Apply for a consultation."
Read any piece of Friendly copy aloud. Does it sound like something a smart person would say across a table to another smart person? If it sounds like a brochure, a chatbot, or a press release — rewrite it.
Every page earns its word count. No filler sections.
Industry insight over self-promotion. Share thinking, not wins.
Captions concise. Never performative. Let the image carry.
Clear subject lines. One CTA per email. Respect the inbox.
Lead with the problem. Close with proof. Skip the mission slide.
Name the deliverables. Show the process. No vague promises.
Clarity over cleverness
If a reader has to re-read a sentence, rewrite it
Active voice by default
Passive is acceptable only in legal or technical contexts
Elevate, never blame
The system takes responsibility — the user never failed
Concise, not stripped
Remove filler words, but keep warmth and personality
Every claim needs proof
If you can't back it up, soften it or remove it
Sentence case · max 12 words
No periods on single phrases
Eyebrows: ALL CAPS, tracked
Lead with benefit or tension
No buzzwords without proof
These are preferences, not absolute bans. Use judgment — clarity always wins over brand polish when UX demands precision.
Technical logs can use standard terms
Frame as potential, not absence
Invite, don't command
Sound like a peer, not a pitch deck
Keep it brief and human
If a user needs to understand something immediately — a payment error, a security warning, a destructive action — choose the clearest possible language, even if it doesn't sound “on brand.” Brand voice is a tool for connection, not a constraint on comprehension.
Section 04 · Page 22
Neither language is a translation of the other. English and Spanish are parallel expressions of the same idea — each native, each complete, each authoritative.
Brand that moves culture.
Marca que mueve culturas.
We architect digital experiences for multicultural audiences.
Arquitectamos experiencias digitales para audiencias multiculturales.
Start the conversation
Inicia la conversación
Please check your email so we can reach you.
Revisa tu correo para que podamos contactarte.
Flawless execution with a breathtaking, modern aesthetic.
Ejecución impecable con una estética moderna e impresionante.
Use on solid white or brand purple
Maintain clear space on all sides
Use correct variant per background
Scale proportionally — never stretch
Purple 500 for primary interactive elements
Crimson for urgency and emphasis only
Maintain WCAG AA contrast (4.5:1 minimum)
Follow 60% white / 30% purple / 10% crimson ratio
Rotate, skew, or distort the mark
Use color logo on dark backgrounds
Add outlines, shadows, or glow effects
Recreate the mark in another typeface
Use crimson as primary or decoration
Introduce off-palette colors (blue, green)
Apply drop shadows or gradients
Place light text on light backgrounds
Body text — DM Sans 400. Clear and readable at every size.
Label tokenDM Sans for all h1–h4 (Headline)
DM Sans for all body and UI text (Sans)
Raleway only for hero UPPERCASE display
Use semantic t-* tokens exclusively
High-fidelity editorial photography
Grayscale default, color on hover
Natural light, real environments
Diverse, authentic representation
Wrong: Raleway in body text
Raleway is display-only. Never use in body, UI, or labels.
Never in labelsRaleway for subheadings or body text
Additional typefaces beyond the three
Manual font overrides in component markup
Raw Tailwind utilities (text-3xl, font-semibold)
Cartoon or tech-bro illustrations
Vector drop shadows on photos
Generic stock photography
Arbitrary gradients or color overlays
Math-perfect layouts. Spacing tokens. Grid containment. No manual pixel-pushing.
Every section uses a named spacing token — never arbitrary px values
All layouts derive from the 12-column grid at every breakpoint
If a pattern repeats twice, it becomes a component — no one-offs
Tokens, not pixels
GSAP for orchestration. CSS for micro-states. Weightless elegance, never bounce.
Reveal animations: 800ms power3.out — never bounce or elastic easing
Hover states: 300ms CSS transition — no JavaScript needed for micro-UI
Hero intros: 1200ms stagger — each element enters independently
Stagger · entrance rhythm
#FFFFFF canvas. Museum-grade. No shadows. Borders only.
Separation: use border-hairline (rgba(0,0,0,0.05)) — never box-shadow
Cards: white surface on white canvas — border defines them, not depth
Dark sections use bg-purple-ink as canvas, never bg-gray-*
Border only ✓
Shadow ✗
press@friendlycreatives.com
Media, interviews, speaking
brand@friendlycreatives.com
Co-branding, logo usage, assets
hello@friendlycreatives.com
New projects, partnerships
friendlycreatives.com/press
Logos, guidelines, downloads
© 2026 Friendly Creative Studios. All rights reserved.
Section 05 · Page 28
Positioning, voice, and visual identity for multicultural markets.
US Hispanic market
Harold Luna
Founder & CEO
harold@friendlycreatives.com
New York, NY
BRAND THAT MOVES
CULTURE.
Natively multicultural creative for the markets shaping America.
Harold Luna — Founder & CEO
Friendly Creative Studios
harold@friendlycreatives.com
New York, NY
© 2026 Friendly Creative Studios
Brand · Web · Film
We don't translate campaigns. We originate them.
friendlycreatives.com
We don't translate campaigns. We originate them.
friendlycreatives.com
New York, NY
Strategy meets culture.
Multicultural creative for the markets shaping America.
Multicultural creative studio · NYC
We make brands fluent.
friendlycreatives.com
MADISON AVE. POLISH. BROOKLYN AGILITY.
Full brand palette
White canvas posts
Purple hero slides
Neon filters
Instagram color overlays
Off-brand gradients
All assets at friendlycreatives.com/press · Password-protected assets available upon written request
friendly-logo.svg — full wordmark (primary)
friendly-logo-white.svg — white version
friendly-mark.svg — symbol only
friendly-mark-white.svg — symbol, white
All variants in PNG @1x @2x @3x
friendly-palette.ase — Adobe Swatch Exchange
friendly-palette.clr — Apple color list
friendly-palette.css — CSS custom properties
friendly-palette.json — Design tokens (W3C)
friendly-palette.scss — Sass variables
DM Sans — Google Fonts (OFL)
Raleway — Google Fonts (OFL)
DM Sans — Google Fonts (OFL)
friendly-type-tokens.css — all scale tokens
friendly-type-scale.pdf — print reference
brand-guidelines.pdf — this document
presentation-deck.fig — Figma source file
social-templates.fig — all formats
email-signature.html — HTML template
letterhead.pdf — print-ready A4/Letter
team-photos/ — founder portraits
studio-photos/ — workspace imagery
event-photos/ — conference coverage
lifestyle/ — brand lifestyle shots
press/ — approved press-release images
device-mockups.zip — phones, laptops
print-mockups.zip — cards, signage
motion-kit.zip — GSAP animation presets
xr-assets/ — AR/VR brand elements
3d-assets/ — approved 3D brand objects
Partner logo may be equal or smaller — never larger than the Friendly mark.
Minimum 2× the mark height between Friendly logo and separator, and between separator and partner logo.
Equal size logos side-by-side
Friendly equal or larger always
Neutral divider (rule or ×)
White or brand canvas only
SVG source files — no raster
Partner logo larger than ours
Stacked vertical lockups
Combining marks into one
Colorizing partner logos
Use without written approval
Stagger reveals: 0.08s between elements
Never use elastic or bounce easing
Hero: 1200ms, power3.out, stagger 0.1s
Always respect prefers-reduced-motion
Start state: opacity 0, translateY 24px
Trigger: element 80% in viewport (start: "top 80%")
Duration: --motion-slow (800ms), power3.out
Siblings: stagger 0.08s — each enters independently
Markers: disabled in production — use scrub: false
Bounce or elastic easing anywhere in the UI
Scale transforms on hover (use color/border instead)
Duration under 200ms for user-initiated actions
Motion when prefers-reduced-motion: reduce is set
BRAND THAT MOVES
Minimal, contemporary, warm. The sound palette mirrors the visual system: clean space, measured rhythm, moments of unexpected texture. Think ambient electronic with organic undertones — never stock corporate jingles.
Respect prefers-reduced-motion: reduce — disable all GSAP sequences
Swap var(--motion-base) to 0ms in reduced-motion contexts
Use fade-only alternatives for scroll reveals — no slides or scales
Parallax disabled — use fixed backgrounds instead
Auto-playing video: pause by default when motion is reduced
Minimum standard across all surfaces
All brand-primary combinations
All interactive elements must have visible focus
All images require meaningful alt text
Section 06 · Page 38
Translate a digital-first brand identity into large-format out-of-home placements while maintaining legibility and brand recognition at scale.
Extended the brand's typographic system for high-impact outdoor readability. Purple 500 as primary background, Raleway display at hero scale, DM Sans for supporting copy. Maintained 60/30/10 color ratio at environmental scale.
Color system at scale · Typography hierarchy · Logo placement rules · Clear space compliance
Apply the brand system to environmental and vehicle media — a context where the brand must communicate instantly at street level, in two languages, to moving audiences.
Multicultural messaging in parallel (not stacked). Mark-only logo at small scale, full wordmark on the largest surface. Color system adapted for vehicle wrap production — CMYK conversion with hard proof required for brand purple.
Multicultural parallel construction · Mark vs. wordmark sizing · CMYK color fidelity · Environmental scale
Hacemos marcas fluidas. Creatividad nativamente multicultural — estrategia, cine, digital, XR — que conecta organizaciones con los mercados multiculturales que están transformando América.
Ser el socio creativo que las organizaciones eligen cuando cultura, idioma y oportunidad de mercado necesitan funcionar juntos — no por separado.
Friendly entrega estrategia, producción y tecnología de primer nivel nativamente en inglés y español — construido desde el día uno para mercados multiculturales, no adaptado después.
Confiados, no arrogantes
Afirmamos hechos con autoridad. Sin superlativos, sin evasivas.
Precisos, no fríos
Economía del lenguaje. Cada palabra se gana su lugar.
multicultural, no simbólicos
El español es nativo, no una traducción ni una ocurrencia tardía.
Premium, no exclusivos
Sofisticados pero accesibles. Invitamos, nunca excluimos.
Friendly Creative Studios es una agencia creativa con sede en Nueva York especializada en estrategia de marca, diseño digital, producción cinematográfica y tecnología emergente para audiencias de habla inglesa y española. Fundada en 2024, Friendly entrega creatividad de primer nivel nativamente en ambos idiomas.
Nativamente multicultural
Estrategia de Madison Avenue, agilidad de Brooklyn
Construido para mercados multiculturales
No traducimos. Originamos.
Creatividad premium, entrega humana
"Su marca no necesita una versión en español. Necesita una multicultural."
"Creatividad premium que honra de dónde vienes y a dónde vas."
"El estudio creado para la demografía que la mayoría aún llama 'emergente'."
Friendly Creative Studios · 2026