Hey, I’m Frieda, and I’ve been thinking about brands for a long time. Before you ask… it’s pronounced “Free-Duh,” and it’s nice to meet you!

As an eight-year-old buckled into my booster seat, I couldn’t help but point out that the Carl’s Jr. billboard dangling over the 405 had too many fonts.

I've always been fascinated by brands that feel like worlds.

I’m the person who notices the fonts on a cocktail menu, hot-glues paper Santa belts on solo cups for Christmas parties, keeps collected matchbooks in a Victorian bride’s bowl, and plans brand trips instead of counting sheep.

I’ve had the chance to build brands from both the agency and in-house perspectives, spanning coast-to-coast from LA to NYC. Through each experience, I’ve realized that I’m an art director not only because of my work, but because it’s an instinct I can’t turn off. I find myself curating the details of everyday life just as intentionally as I do a campaign.

I love working with clean lines and sharp humor, making ads for the brands I wear, eat, use, and experience.

If you made it this far, I have a feeling you’re someone who notices the little details, too. Lucky for both of us, I’m looking for the next opportunity to put that eye to work.