brand design
marketing design
user experience
website design

NoMa Business Improvement District (BID) was ready for a refreshed brand to prepare the BID for the next era of the neighborhood. We’ve brought the reinvigorated brand to life on neighborhood streets and online — expanding the brand across events, campaigns, environmental signage, and websites.

time for a refresh

NoMa BID wanted a refreshed brand to usher the neighborhood into a more mature phase, and to coincide with the release of their latest Strategic Plan. The brand needed to illustrate the area's vibrancy and to convey the sense of connection central to the BID’s vision for NoMa. Practically, it also needed to complement the area's colorful roster of public murals, have the flexibility to evolve along with the neighborhood, and maintain continuity with the existing brand.

We built the updated brand around the BID's square logo and bright color palette. A new colorful block and grid motif, inspired by the logo and the street grid of the neighborhood, captures the energy of a growing urban environment with dynamic dimensional shapes that suggest an abstract cityscape. Subtle details nod to the neighborhood's train tracks and industrial history.

“Friendly’s ability to translate our ideas into captivating visual elements and cohesive design concepts was spot-on. Their designs visually communicate and reinforce our values, mission, and the NoMa neighborhood’s unique personality. We are incredibly proud of the brand identity that Friendly has crafted for us, and it has undoubtedly contributed to our increased brand recognition and audience engagement.”

Sherri Cunningham Senior Director, Marketing, NoMa BID

into the neighborhood

Since refreshing the brand, we’ve extended the look across event promotions, print and digital reports, and environmental signage.

Environmental graphics—including banners featuring local murals, directional signage to activate a dark breezeway, and a wrap for a park’s stage armature—bring the brand to life around the neighborhood.

designing the signature events

We’ve created event brands for each of the BID’s flagship offerings, with coordinating promotional materials across digital campaigns, print advertising, environmental signage, and swag.

Each event feels distinct while also being recognizably NoMa. We introduced updated looks for annual favorites NoMa in Bloom and PumpkinPalooza, designed new brands for the NoMa Farmers Market and inaugural NoMa in Color mural festival, and created unique themes for each season of the outdoor film series CiNoMatic.

“From the very beginning, the Friendly team displayed a remarkable level of professionalism, creativity, and dedication that truly set them apart. The collaborative process has been seamless and inspiring. Friendly takes the time to deeply understand our brand, values, and objectives. It’s evident that they genuinely care about listening to our ideas and goals while weighing in with their expertise to guide the creative process.”

Leah Ben Senior Marketing Manager, NoMa BID

Our brand work helped launch the BID’s popular Metropolitan Beer Trail, a passport-based campaign that's been successfully driving foot traffic to neighborhood businesses and establishing NoMa as a destination for beer lovers.

a new web presence

We’ve also brought the BID’s work to life online, with an overhaul of, as well as an interactive home for their 2022-2026 Strategic Plan.

The new website showcases lively video of the neighborhood and has a streamlined navigation, keeping the site structure simple and inviting. The two-pronged navigation encourages visitors to learn more about both the NoMa neighborhood and the BID's work, making it easy to find key information about area businesses and the BID's signature events.

Dynamic interactive maps synced with the BID’s membership database are an engaging and valuable resource to help folks find what they’re looking for in NoMa and learn more about what NoMa has to offer.

The Neighborhood Guide is a central hub of the site, and serves as a useful business directory for BID members and NoMa’s residents, workers, and visitors alike.

The overhauled website is built with flexibility in mind, prepared to grow with the BID’s work in the neighborhood.

Likewise, the Strategic Plan site showcases the 2022-2026 vision in an engaging and interactive way, carrying the brand through with playful animations.

Visitors can explore the content through different filters, reinforcing the connectedness of the BID’s strategic goals, and discover the neighborhoods parks and public art through an interactive illustrated map.

visit the sites