From Startup to Scale / Deep dive 01 · Brand & Identity
A brand that grew up to stand with the giants.
When I arrived, Frequence looked the part of a startup — Bebas Neue headlines and a loud orange palette. To pitch Nexstar, Hearst, and the biggest media companies in the country, the brand had to mature. I led it through three evolutions and built a full system spanning film, print, web, research, and trade shows.
One system, documented — logo, color, type, voice, and application.
Brand Films
Setting the tone, on screen
From recruiting to product launches to category vision, the films defined how Frequence showed up — confident, modern, and unmistakably ours.
The Branding Playbook
One system, documented
A 34-page playbook codifying logo usage, color, typography, voice, and application — so the brand stayed consistent across a 40-person creative team and every external touchpoint.
Logo System
A mark that scales
The refined wordmark, badge logomark, and identity guidelines — plus the moments where the brand flexed, like our Pride mark.
Local Advertising Sellers Index
Research, art-directed
The LASI whitepaper turned Frequence's data into a credibility asset for enterprise media buyers — designed, illustrated, and produced as a flagship piece of thought leadership.
The OmniChannel Guide
Making complexity legible
A guide that explained omnichannel advertising — display, video, CTV, audio, social, SEM, and native — in one clear visual language sales teams could actually use.
