I absolutely hate MySpace. Between the ugly designs and the terrible usability, it’s a nightmare of an experience. That’s why it’s refreshing to see MySpace associated with something that’s smart and visually pleasing.

Area 17 was recently hired to develop the brand identity for a MySpace initiative called Never Ending Friending. Here’s some info on the initiative.

Depending on your vantage point, social networking means something completely different – a fad, tool, disruption, opportunity or some combination of them all. In 2007, MySpace embarked on a nationwide “listening tour” in order to create qualitative research among users of social networks. Additionally, they fielded a quantitative study among a national sample of social networking users and non-users. Together, these two methods uncovered a myriad of motivations, attitudes and behaviors that were presented through a book and at an exclusive private event in Beverly Hills.

Area 17 designed a book as well as all the printed materials for the event. Great use of Avant Garde and geometric shapes.