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ImaginaryFriend

@helloimaginary

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Investing our creativity and capital to imagine and reimagine the brands that breakthrough.
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18 months in and finally some proof of life! When we started ImaginaryFriend we didn’t know what the future would look like, only that we wanted it to look much different than the agencies of the past. This first bit of work is the proof of that concept. It’s proof that the best clients don’t hire agencies. They hire teams of talented collaborators. It’s proof that while legacy agencies continue to design identities, modern brands require worlds that consumers can step into again and again, and share in the group chat. It’s also proof that from launching new hotels, restaurants, and DTC brands from the ground up, it’s taken a village of ambitious clients and friends for this small start up to do very big things. by @helloimaginary
17
5 months ago
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Slightly more comfortable behind the camera than in front of it, meet the founders of ImaginaryFriend. We started this company because we noticed our clients often had incredible talent of their own. Rather than adding layers and bloat, we thought we could be the unseen force that curates the very best senior talent to complement not compete with in house teams; quickly and cost effectively stealing attention and market share for ambitious brands. by @helloimaginary
5
a year ago
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Coming in at number two on our very first list. Link in bio. by @helloimaginary
0
a year ago
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@bylotipa and @helloimaginary’s identity for @matchalita, a matcha brand founded by DJ and artist Carlita, starts from sound.⁠ ⁠ “We kept coming back to the idea of frequency,” explains LOTIPA’s Founder & Creative Director, Antoniel Felaínne. “Matcha changes your energy; music changes your energy.” They turned that idea into a waveform symbol, drawn from the negative of the ‘M’ in the wordmark.⁠ ⁠ US-based creative company ImaginaryFriend led the creative direction, and Brazil and Portugal-based design studio LOTIPA developed the graphic design system and extended it into motion.⁠ ⁠ The palette sets chartreuse, flamingo, scarlet, violet and orange against a black and ivory base, and the brights work “almost like different frequencies or moods,” notes LOTIPA’s Brand Designer Alex Monteiro.⁠ ⁠ ———⁠ ⁠ Explore the full case study at our link in bio.⁠ ⁠ ———⁠ ⁠ CREDITS⁠ Design: @bylotipa and @helloimaginary⁠ Brand: @matchalita⁠ Typography: Gopher by @adam.ladd.design, Noto Serif KR by @sandoll_inc, DM Mono and DM Sans by @colophonfoundry⁠ Creative Direction: Daniel Bonder, David Brown and Caroline Doyle⁠ Graphic Design: Antoniel Felaínne, Alex Monteiro, Ax Leandro and Elias Oliveira⁠ Motion: Lukas Martins and Ax Leandro⁠ AI Direction: Alex Monteiro by @helloimaginary
8
2 days ago
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Something that makes ImaginaryFriend different from other agencies is how we think about talent. We know some wildly talented people. They’re booked. They’re busy. They’re working from an agrarian farmhouse in central Ibiza. Well, we want them to work with us on the most ambitious projects of their career in the categories and spaces they’re most passionate about. That’s why we curate bespoke senior talent who bring their expertise and fresh perspective to the brands we work with. In “Not So Imaginary Friends,” we shine a spotlight on some of our most inspiring friends, starting with the work of our brilliant photographers @graydonherriott who recently shot our campaign for the Fontainebleau Las Vegas. by @helloimaginary
3
a year ago
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Matcha has centuries of history in Japan, where powdered green tea became central to the tea ceremony by the sixteenth century, a practice shaped by precise ritual. @helloimaginary, however, takes that sense of order somewhere completely unexpected for @matchalita, pairing a tightly stacked black wordmark and Japanese lettering with flashes of almost electric chartreuse, pink, and silver. ⁠ ⁠ Link in bio for the full article. by @helloimaginary
6
13 days ago
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Perched atop the @fontainebleaulasvegas sits the @poodleroomlv. Not just a stunning members club. But a sanctuary sitting high above the strip. From here, Vegas looks quite different, which is why we asked @rogerkisby to capture it through his lens. by @helloimaginary
0
2 months ago
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Meet @nicholas_lomboy_. Designer. Art Director. Surfer. Not always in that order. His designs remind of a quote from another brilliant fellow creative and surfer, William Finnegan, “Being adjacent to that much beauty—more than adjacent; immersed in, pierced by it—was the point.” by @helloimaginary
3
a year ago
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The Fontainebleau Las Vegas. Luxury Has A New Home. In a strip of sameness, ImaginaryFriend created the strategic positioning, design system, brand films, and so much more, for this incredible property - shaping an ownable and unforgettable new point of view on luxury in Las Vegas. by @helloimaginary
2
4 months ago
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MATCHALITA / Visual Identity Rather than borrow the muted visual language that has come to define modern matcha brands, ImaginaryFriend and Lotipa have built Matchalita around a completely different frequency. Inspired by the world of its founder, multi-hyphenate DJ and artist Carlita, Matchalita brings together Japanese matcha culture, music, fashion and nightlife. Reimagining high-grade ceremonial matcha as a daily ritual for modern creative life: from studio sessions to backstage, airport lounges to late nights, soundcheck to sunrise. Its identity lives between restraint and expression — pairing the discipline of Japanese visual culture with the energy and intensity of nightlife. A condensed wordmark gives the brand a sharp, unmistakable presence, while Japanese typography adds rhythm, texture, and cultural reference across signatures and compositions. Black and ivory form a restrained foundation, disrupted by hits of chartreuse, flamingo, scarlet, violet, and orange. The result is a visual system that can move effortlessly between worlds — from quiet ritual to peak-hour energy, morning matcha to the middle of the dance floor. Sound becomes a central visual language for Matchalita. A waveform-inspired symbol expands into patterns, signatures, badges, stickers and physical expressions — turning frequency into a flexible, ownable brand asset. The system shifts between controlled typography and expressive compositions, while photography places Matchalita firmly inside the world it was created for: music, movement, backstage culture and collective energy. The result is an identity that can move fluidly from packaging and merchandise to posters, parties, social content and cultural collaborations — creating not simply a matcha product, but a refreshingly eclectic world people can enter. @bylotipa & @helloimaginary Credits: — ImaginaryFriend Creative Direction — Daniel Bonder, @iamdavebrown & @the.landd — ​​​​​​​ by LOTIPA Graphic Design — @afelainne , @alexmonteiro.pt , @eliasoliveira.work & @ax7leandro Motion Design — @ax7leandro & @motionlucky taken in New York, USA by @helloimaginary
25
a month ago
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Meet our closest cowboy confidante @kyleniego. Beyond travelling the world (not by horseback), Kyle seems to always be shooting stunning film and photography for the likes of @drinklmnt, @le.alfre, @takearecess, Theragun, and has partnered with our team on work we can't wait to share with you all. Beyond being a creative force, Kyle and his team @missionranchstudios are building a production hub in Bozeman, Montana. We're impatiently waiting for an invite. by @helloimaginary
7
9 months ago
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The first brand identity project we worked on was the hardest: our own. A year and a half later, we still don’t tire of seeing our logo on everything from business cards to our feet. by @helloimaginary
4
5 months ago
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