Leader Enterprises repositioned themselves as a more creative, design-forward advertising and design agency. The name My Friend’s Nephew (MFN) was chosen by the owner to be a tongue and cheek nod to the often competitive rival of bidding work against someone’s friend’s nephew. Oh, my friend’s nephew designs [fill-in-the-blank]. Wink-wink-nudge-nudge, get it? A sophisticated monogram and identity system was designed to balance the playful name and give the brand a sense of craftsmanship and gentlemanly style.