Fredman Design Group: Branding, Marketing & Website
Great interior designers and architects don’t create work to be beautiful for beauty’s sake— and we got nice and cozy with this philosophy when we partnered with Fredman Design Group to update their identity.
Fredman Design Group creates work to be lived in and experienced
to inspire the people who live and work in the spaces they design, and they needed to give clients a clearer sense of what makes Fredman’s brand as unique as they are. From their parent logo mark to branding for their retail stores to marketing collateral, every element we crafted had to engage the senses and broaden their clients’ understanding of what makes Fredman Design Group so distinct.
SERVICES: BRAND MESSAGING / VISUAL IDENTITY / DIGITAL
Knowing what a visual bunch the Fredman Design Group team is, we made sure our brand discovery session included ample ways to engage as we uncovered details about target customers, unique selling points and the nuances of the Fredman aesthetic.
What we uncovered was that Fredman has a distinct way of viewing design, from the possibilities in the initial stages to the finished product that adds to your wellbeing and serves as an extension of your own self.
The Fredman Design Group team chose to sidestep a traditional tagline, so we wrote a series of headlines that serve as mantras on their passion and approach to design.
One of Fredman’s main goals for their rebrand was to announce a new chapter that builds on their history as distinct voice in the design community. The right updates to their logo mark did the trick.
Very early on, we learned that designing for Fredman is an opportunity for us to leave the tidy confines of traditional branding and branch out into a more artistic wilderness. When it came to introducing this new Fredman to the world, nothing short of a feast of sights and textures would do.
Formerly known as 350 West, we also gave Fredman’s retail stores a completely new name— Foundation 2—and a new eclectic, artisan look to go with it.
The new identity is built on messaging that shines the spotlight on Fredman’s commitment to meaningful design—in a voice that’s undeniably theirs, of course.
For the new Fredman website, we embraced the same unconventional artistry that makes the rest of their rebrand so striking. A focus on prominent photography, organic textural elements and Fredman’s new messaging showcases their expertise and passion for creating unique spaces with soul.
“From our shared passion for design to their ability to get inside our brand and help define what we stand for, the BatesMeron team has been an integral part of our team as we reimage Fredman Design Group and how we market ourselves now and in the future.”
-TERRI CRITTENDEN, CEO, FREDMAN DESIGN GROUP