development of an umbrella brand

new age marketing is making a move towards humanism–an approach in which the brand no longer feels like an entity but a human being. "friendli" is a concept for an umbrella brand that embodies this humanistic approach and acts as an umbrella brand for 5 subbrands: bubly, glossier, billie, care/of, and etsy. friendli works an online mobile platform that connects you with the brands that are looking out for you.

deliverable: brand guide