Richard Frazier

I'm a firm believer that every brand touchpoint counts. It’s not just about the campaign itself, but the packaging it arrives in, the checkout it's bought through and the space it's experienced in. That belief has shaped the projects I’ve spent the last 15 years working on, and the approach I’ve taken, in both client and agency roles. 

From cafe openings to collaborations and partnerships, product development to ground-up e-commerce builds, publications to packaging, multi-day shoots to boot-strapped activations, I’ve worked across borders and industries, covering banking, fashion, luxury, lifestyle, outdoor and hospitality. The red thread that runs through it all is the creation and telling of clear and consistent stories that continually deliver on a promise. 

My role as Head of Brand involves leading our creative output and the strategic thinking that sits behind it. This process begins before we’re engaged, as we seek to understand the challenge clients are looking to overcome or the opportunity they aim to seize. It then follows into the toolkits, resources and assets we create. The aim is to serve a clear business purpose, rather than to simply fulfil an aesthetic one. 

I ask a lot of questions, and I'm not afraid to follow a tangent if I think it will lead somewhere useful. But that curiosity is strengthened by a clear understanding of the commercial realities brands and businesses are operating within. 

Favourite song

It’s impossible for me to pick one favourite song. There are too many variables that change what that might be on any given day or week.

However, I will never, ever skip past Golden Slumbers by The Beatles. Quite the opposite in fact: I’ll stop what I’m doing, turn it up and enjoy every second.

The lyrics only span ten lines, and Lennon and McCartney didn’t even write them. They’re lifted from a piece of Victorian sheet music McCartney discovered but couldn’t read. So he wrote his own new melody and from something old, something entirely new was born.