— About FRED —

Communication by Design

FRED solves business problems by being more than a design boutique.

We are counselors, advocates, partners, and can even be your complete marketing department. Launched as a different kind of creative company, FRED merges creativity with business acumen to remove convoluted, complex processes from the client/agency relationship. Our sole purpose is to help you find success and growth with branding that blends strategy, common sense and evocative design. We start by listening. We learn about what your company does, what it sells and what it means to its customers. More importantly, we learn why your business exists and why your customers should care. When communicating your authentic, most believable Why, people connect emotionally with your brand. Emotion is the ultimate foundation for a relationship to blossom.


—why you do what you do is an articulation of who you truly are.

Business Objective
Why are you in business and how do make money?
Communication Objective
What do you want people to think, feel, and do?
To whom are you speaking?
Reason To Believe
What are the reasons people will believe what you say?

We are FRED

—a business communications company.

Our name is inspired by a legacy of strategic thinkers whose resourceful, can-do attitudes resonate today more than ever.

FRED’s communication designers seek the simple, aesthetic and most authentic ways to encourage lasting engagement between your brand and its community. Meet our top thinker, Derick Belden. He’s a third-generation FRED. Derick’s experience has taken him from being an Atlanta home builder to an executive editor for Southern Living. Read more…

Derick Belden

Creative Director + Fred III

Blayne Ward

Design Director

Originally from New Orleans, Blayne, whose artistic talent is matched only by her witty humor, once worked for the legendary Manny Randazzo’s King Cake Bakery. Read more…

Michael Vizzina

Design Director

Michael is a Birmingham native who spent years building experience in the San Francisco and Atlanta design communities before returning home to Birmingham. Read more…

Marianne McGehee


Marianne began her professional career managing commercial real estate projects, overseeing the branding of more than 400,000 square feet of mixed-use developments. Read more…

Molly Griffin

Project Manager

Molly, originally from Montgomery, has called Birmingham home since her time at Birmingham-Southern College where she earned a Humanities Degree with a major in English. Read more…