The need to prove his theories in the field pushed Dan Friedman to break new ground and take a job with a design studio. He was offered a senior position in Anspach Grossman Portugal to work on the Citibank rebranding and moved to New York. Friedman created a corporate identity that employed all his typography knowledge and talent. Four years later he joined Pentagram where he continued to work on branding, packaging and letterheads.
