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© Think FRED LLC.

Communication by Design

Our name was inspired by a legacy of strategic thinkers who’s resourceful, can-do attitudes resonate with ours today. FRED is a business communications company with a design practice that looks for the simple and authentic way to encourage growth and lasting engagement between your brand and its community.

Our Team

Frederick H. Belden III Creative Director Derick’s experience has taken him from being an Atlanta home designer to an executive editor for Southern LivingRead More. Along the way, he’s worked with a diverse set of companies, from Hardie Building Materials to Walt Disney and with nonprofits both on and off the clock.

At Southern Living, he was one of the few to cross over marketing and advertising to editorial. His eye for design helped lead the company to launch successful retail brands such as Southern Living Plants. Plus, his technical expertise helped shape home and garden trends. Good communication, he says, is more than frequency. It’s about relating through our emotions and senses with well-thought-out strategy and design. Done right, you encourage people to act.

Michael Vizzina Design Director Working to create experiences where functionality is intuitive and aesthetic, Michael’s 25-year practice includes a broad range of graphic mediumsRead More: Brand Identity, Typographic Systems, Interaction Design/UI, Content and Navigational Systems, Iconography, Motion Graphics and Print. He’s hands-on in the creation of HTML, CSS, Javascript and WordPress.

Michael is a Birmingham native but spent years building his career in the San Francisco and Atlanta design communities before returning home to help lead the design practice at FRED. His past agency experience includes companies such as Studio Archetype/Sapient, Resource/Ammirati and more recently, Luckie & Company. Past brand experience includes Baptist Health System, Coca-Cola, Bank of America, UPS, Adobe, ING Group, Deutsche Bank, JP Morgan, Smithfield Foods, Bayer Environmental Science, Little Debbie, GSK, Char-Broil, Alabama Tourism and Brasfield & Gorrie.

Angela Duke Account Executive Angela helps companies formulate communication objectives. Read More. She brings us to the planning table, guides the FRED team, and helps ensure that our clients’ expectations are met at each milestone of a project. For the past decade, Angela has advocated for companies such as Alabama Power, Southern Company, and Colonnade Group.

Before graduating Samford University where she studied Marketing and History, Angela enjoyed exploring the life of Zelda Fitzgerald in her home town of Montgomery, Alabama. Among her many particularities, you may find Angela debating the merits of the Oxford Comma and other hard-pressing grammatical concerns.

Blayne Ward Art Director Originally from New Orleans, Blayne once worked for the legendary Manny Randazzo’s King Cake BakeryRead More. She still serves up delight each day as the FRED Art Director. Having received her Graphic Communication degree from the University of Southern Mississippi, her design specialties include typographic and color systems, brand collateral, publication design and packaging. Plus, she’s a highly talented illustrator with an affinity for the Pop aesthetic.

Blayne previously worked for Cerberus Agency where her past brand experience includes Southern Prohibition Brewing, Warner Brothers Records, Gawker Media, Dixie Beer, Tulane University, The National Harp Society, The R+L Carriers New Orleans Bowl and The Voodoo Music + Arts Experience.

Our Practice

What your company does, sells or should mean to its customers are all important questions for our conversation, but they’re not the best place to start. FRED wants to fully comprehend your Why because in it lives your authenticity. It’s a simple process. Each engagement we design must hark back to Why.

1Business Objective
Why are we doing this?
2Audience
To whom are we speaking?
3Emotion
How may we connect on a deeper level?
4Communication Objective
What do we want people to think and do?

Our Clients

Alabama Power – External communications involving naming, brand identity, web design, and collateral for LakeTown, Smart Neighborhood, Powell Steam Plant and more. Internal communications for Alabama Power Health & Wellness programs.

Sloss Real Estate – Rebranding, web design, collateral and editorial content for Pepper Place, Pepper Place Farmers Market, Lakeview District and Sloss Real Estate corporate.

Daniel Communities – Naming, brand identity, web design and collateral for Kennebec and Talisi Cove on Lake Martin plus Daniel Communities corporate.

Third & Urban – Naming, brand identity, web design and collateral for Denham Bldg.

REV Birmingham – Brand identity and web design for Parkside District.

Innovate Birmingham – Naming and brand identity for Innovation District.

Broad Metro Commercial Real Estate – Advertising and PR for Stadium Trace Village community launch initiative.

Ironline Advisors – Naming, brand identity, web design, email marketing and editorial content.

Birmingham Landmarks – PR and collateral for renovation funding campaign for the Lyric Theatre plus grand opening poster series design. Naming, brand idenity and collateral for Alabama Theatre and Lyric Theatre endowment campaign.

Mike Slive Foundation – Brand identity, web design and collateral.

Southern Company – Environmental design and brand identity.

Southern Sky Aviation – Rebrand identity, collateral, advertising and web design.

Colonnade Group – Web design and environmental design for NCAA, SEC, BIG TEN, BIG 12, Final Four, and College Football Playoff fanfare events.

Consolidated Pipe – Rebrand identity, web design, collateral and editorial content.

Denham Bldg.

Project Description

A piece of Birmingham’s history gets a new lease on life.

The Merchants and Manufacturer’s Terminal was designed in 1927 to help meet the demands of a rapidly-developing Birmingham. It featured 22 reconfigurable bays that allowed efficient adaptation for shippers and was an important part of the railroad’s infrastructure. It was eventually abandoned and left to deteriorate before FRED joined with the development firm Third and Urban to create a new brand for its revitalization. The site has now become a mixed-use office, retail and residential property.
FRED renamed the building after the original architecture firm – Denham Van Keuren Denham (D. VK. D.) – to pay homage to the designers of some of Birmingham’s most beautiful buildings, including the original Denham Building in 1927. The new brand identity positions the renovation of the building as a solid and lasting cornerstone in the revitalized Parkside neighborhood, embracing its past innovations in commerce, while looking to the future in Birmingham’s continued growth.

Live at the Turning Point

The Denham building is physically located near the site of one of Birmingham’s largest railroad switchyards. Today, that switchyard is known as the award-winning Railroad Park. The Denham property is uniquely shaped by the curve of the railroad lines which weaved into the switchyard. This “turning point” in the railroad served as inspiration as FRED created a tagline to position the Denham Building.
The message speaks to an audience who is at a time and place in life where they have come into their own. They seek a modern live/work environment rich with amenities within a neighborhood as progressive as their mindset. The tagline targets this intent and presents Denham as the place where change may be realized.
Jump To
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Sales Book
Website
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Denham Bldg. Sales Book
This being the first time many potential tenants will encounter the revitalized Denham brand, we wanted to create a piece that would feel unique among other sales books. The piece is concise and reflects Denham’s understated industrial chic.
. . .
Denham Bldg. Website
The Denham website was designed to be informative and relevant to both potential residential tenants and potential office and retail tenants which will make up the majority of Denham’s community.
Live Site
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