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.
Frederick H. Belden III Creative Director Derick’s experience has taken him from being an Atlanta home designer to an executive editor for Southern Living. 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 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. 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 Bakery. 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.
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.
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.