Friends Reunited was acquired by online publisher Bright Solid in April 2010, and following a brand audit, the group started work on a redesign project at the beginning of last year.
Ollie Miles, marketing manager at Friends Reunited, says, ‘At the moment the site is currently used by a 40+ audience – we’re looking to lower that age range slightly and re-engage that audience.’
He adds, ‘The new site is unashamedly nostalgic – this is something no-one else is doing. Lots of social media sites are good at dealing with the here and now, but no-one is really looking at memories.’
Miles says Friends Reunited went through a number of design proposals, including the use of sepia tones, before settling on a design based on large iconic images.
He says, ‘The identity is left neutral and the design lets the iconic images speak for themselves.’
Lauren Rennet, creative director of Elastic Creative, says the consultancy was appointed at the beginning of last year to develop a new identity and branding for Friends Reunited.
Rennet says, ‘They want to provide something new and genuinely different. They want to provide a nostalgic experience.’
She adds, ‘We refreshed the logo and identity and kept it neutral enough to allow Friends Reunited, and users, to use it with any sort of nostalgic experience.’
The site launches in beta today and will fully launch in the next fortnight.