There is no higher compliment in the creative world than a returning client. Years ago, we had the pleasure of branding Friedman PR for the talented Susan Friedman. After a brief hiatus from the industry, Susan decided it was time for a new chapter. She wanted a look that felt more personal, more expansive, and more aligned with the next phase of her career.
She came back to One Ton Creative to bring Friedman Publicity to life.
A New Name, A Familiar Hue
While the name was changing from “PR” to “Publicity,” Susan knew one thing had to stay: her signature lime green. It is a color that has become synonymous with her brand. It is vibrant, energetic, and impossible to ignore.
Our challenge was to take that familiar, high-energy palette and integrate it into a brand identity that felt fresh and sophisticated for her diverse roster of clients. Her work spans everything from luxury spas and travel destinations to authors and charitable organizations.
A Tribute in the Mark: Meet Youpie
The most meaningful part of this rebrand was the logo itself. Susan wanted her new identity to feature a cat as a specific nod to her faithful companion, Youpie, who had been by her side for years but has since passed away.
We set out to design a logo that balanced professionalism with that personal touch. The result is a mark that incorporates a playful and curious feline silhouette. It is a logo with a heart and a story, and Susan was thrilled with the final result.
Digital Home: The New FriedmanPublicity.com
With the branding established, we moved on to the digital experience. The new website for Friedman Publicity serves as a clean, modern stage for Susan’s wide range of work.
We used the signature green strategically throughout the site’s imagery to create a cohesive thread that leads the user through her services and her clientele.
The final result is a website as versatile as Susan’s expertise, anchored by a brand story that is deeply personal.
The Full Circle
Rebranding is often about looking forward, but for Friedman Publicity, it was also about honoring the past. Helping Susan transition into this new era while keeping Youpie’s spirit as a part of the journey is exactly why we love what we do.
Welcome back, Susan. We cannot wait to see the noise you make with Friedman Publicity.
