Fry Reglet, a design-forward manufacturer founded in 1949, was preparing to scale without ever having had a dedicated marketing function. I was brought on to clarify the brand’s identity and lead a full narrative and creative refoundation—defining the story, visual language, and systems needed to carry the brand into its next chapter.

The work balanced sophistication with approachability, creating a flexible design and messaging system that could resonate equally with architects, designers, distributors, and trade partners. The result is a cohesive, story-led brand platform now driving all external-facing work.