Personalities by USM



  • USM


  • Conceptualization
  • Editorial
  • Photography
  • Print & Digital Publishing
  • Video





Editorial Features

This collaboration with modular furniture manufacturer USM, utilizes the ideation, graphic design skill and web development of our mother agency, MoreSleep to craft a strong visual identity, concept and website that is on brand for USM while still remaining authentic to the content that FvF produces. Freunde von Freunden sources subjects from our network of creatives, and handles the storytelling and marketing for the visually and narratively driven interviews with an international roster of creatives, telling the stories of their practice and home lives under the banner of Personalities by USM.

At the same time we co-publish more in-depth features of the same subjects on FvF, focusing on their individual histories and personal lives.


In addition to an online presence, FvF created the book Personalities, a curated selection of “Personalities by USM” portraits. The visually-rich portraits are supplemented with essays that address the diverse facets of the subject of personality: from the influence of idols, to personality research, emotional relationships and personalities of objects, to the desire for self-realization.

USM “Make it Yours” Campaign

In addition to developing USM’s editorial identity, we created a social media campaign to promote the content produced by FvF on USM’s social media channels. This synthesized our experiences from FvF on social media with in-depth analysis of USM’s numerous fanbases. We created content theme clusters that geared posts to these specific groups utilizing the content that we created for the Personalities by USM stories—maximizing the effectiveness and reach of the content.

  • Marc & Paola Sadler / Designer—Home in Milan
  • Florian Holzherr / Architectual Photographer—Studio in Munich
  • Ana Strumpf / Illustrator—Home in São Paulo
  • Jeremy Tarian / Eyewear Designer—Home in Paris
  • Teddy Iborra Wicksteed / Photographer and Art Director—Home in Barcelona
  • USM Book Personalities
  • USM Book Personalities
  • USM Book Launch Berlin
  • USM Book Launch Frankfurt
  • USM Book Launch Hamburg