Helping an established organization usher in a new era of global friendship, understanding, peace, and unity. 

One of our goals was to distinguish Friendship Force from travel clubs. When creating their updated visual identity, we avoided the tropes of the travel and leisure industry through an in-depth analysis of that business sector. We used our insights to inform our strategic visual direction during the moodboarding process.

In our analysis, the existing Friendship Force logo icon already worked quite well. We updated the colors, keeping the existing shape for continuity. The revised color palette is more distinctive and professional.

The biggest change to the logo lockup is the wordmark. We updated the typefaces to a modern font that projects the idea of a more established organization. It’s more serious than the previous typeface and commands authority while presenting a humanist and approachable aesthetic to avoid looking stuffy or governmental.


The word INTERNATIONAL is all upper case, which adds to the professionalism of the wordmark. Setting the word ‘international’ entirely prior to the descender of the letter ‘p’ in Friendship, makes the wordmark more optically refined and easier to identify at a glance than it was previously.

The initial designs for the website pull in the new color palette and elements of the primary brand icon. We also introduced a tinted gradient that brings in more hope and lightness to the brand language. 

The headline fonts are a lighter variant of the wordmark, effortlessly unifying the site. At the same time, the body copy was selected for its ease of reading while continuing the humanist essence of the wordmark.

The goal of a case for support is to create aligned messaging for fundraising while improving internal mission alignment. The result is a pitch deck, a print and digital leave behind brochure, and a brand style guide that provides Friendship Force to use the updated visual identity moving forward.

The social media assets are intentionally as bright and optimistic as the organization. They also include the grounding green color to enhance the professionalism of the organization. There’s visual variety, but a clear family of social assets that are unmistakable and create the opportunity for Friendship Force to ;own’ an easily recognizable visual identity.

The full case for support is 6 pages long. It’s an internal foundational messaging document intended to be used to produce pitch decks and other collateral. For Friendship Force, we built out a leave behind that could be either a print or digital piece that follows a pitch meeting. This is where the brand messaging sings.

We developed detailed messaging as the foundation on which to build the case for support. From succinct Mission and Vision statements to a core messaging pyramid, and more, we delivered the principle elements of their internal and external messaging.

Building Global Unity

We’re building global unity – one friendship at a time.

Friendship Force International is building a movement toward global unity, helping everyday people make authentic connections across cultural divides — one friendship at a time.

Friendship Force International helps everyday people build authentic friendships that remove barriers and create global unity and understanding.

Since 1977, we've shown that when people connect personally — sharing meals, stories, and experiences — prejudice dissolves and unity grows. We're growing a worldwide unity movement of global citizens – one friendship at a time.

Friendship Force International helps everyday people transform into global citizens — people who seek connection and collaboration beyond borders and biases.

We build unity through authentic cross-cultural connections. A world where humanity comes first. Where curiosity replaces fear, understanding outshines division, and differences become sources of discovery rather than conflict.

We started with home stays — being hosted by members abroad, sharing meals and daily life across cultures. We've evolved into a global movement with multiple ways to connect: through homestay experiences, global citizenship education, and digital platforms that make meaningful relationships accessible to anyone, anywhere.

Founded in 1977 with President Jimmy Carter's support, we've always chosen connection over division. Today, we remain non-political, non-religious, and non-discriminatory because real friendship needs no ideology — just open hearts and curious minds.

Every connection creates ripple effects. One person's transformation influences their family, friends, and community. That's how we're building a worldwide movement — by proving that friendship can unite the world.