No. 52 · published Aug 18, 2026
friend
friend sells a wearable AI companion — a small white pendant that listens all day and now talks back. Its founder spent $1.8m of a $2.3m seed round on the domain itself, then papered the New York subway with ads that drew protests and vandalism.
Palette
Notes
The homepage is one photograph and one button. A man leans against a red car on a dry Los Angeles hillside at golden hour, a restricted-entry sign cropped at the right edge, and the pendant itself rests on the car roof — small, white, almost missable. The lowercase serif wordmark is set tiny at the top edge, and the only interface element, a white ‘Meet your friend’ block, sits low and centred, leaving the image uninterrupted. It reads as a film still rather than a product page, which is the argument: what is being sold here is a mood, not a spec sheet.
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