Founded in 2015, Frazer&Co. creates, develops and champions design languages for brands. We've worked on a wide array of clients large, small and everything in between. Some of those clients include AIG, IPG, Aetna, Montecito Bank & Trust, Johns Hopkins University, Target and Phillips. We are very nimble with how we approach branding—capable of starting at the ground level but also well-versed in developing existing design languages beyond their original threshhold. We’d love to hear from you.
A language is both visual and verbal. We build on new/existing verbal language by first identifying a brand’s visual ethos. This is done by auditing existing brand materials, marketing materials and style guide(s). Through this research, we identify the common visual themes that will come to shape and amplify the brand’s story.
After identifying the brand’s common themes, we begin to organize them into a unified visual language. The organization pertains to usage patterns for color, typography, photography and illustration. Together, with the brand’s leaders, we synthesize the visual language into a system that can be applied everywhere the brand intends to communicate.
The system we create is documented into a format that we call a Visual Standards Manual. The manual contains specific attributes for color, typography, photography and illustration. It also contains spatial logo usage, spatial measurements, and any other contextual details necessary for creating various branding and marketing materials.
I'm Rowen. I started this company primarily because I wanted to work directly with clients. The more I've presented work to clients throughout my career, the more I've cherished their input. Doing great work is in the interest of both the client and my company. If I've done any great work in the past, it was always directly supported by thoughts and ideas a client shared with me during the developmental stages.
One of my goals in this industry is to help design become more of a standard business practice and less of a commodity. I think of Paul Rand's words when I try to articulate this idea:
“The value of a designer to a businessman is that he can add a great deal of value to the businessman’s product. He can improve the quality by making it look better, and a lot of times designers have ideas that can even improve the product itself.”
This concept has guided me through the latter stages of my career. I approach every project with the goal of solving a client's business problem—letting this conceit inform the design decisions I make as I create work.