Our Team

Frederick H. Belden III Creative Director Derick’s experience has taken him from being an Atlanta home designer to an executive editor for Southern Living… Read More. Along the way, he’s worked with a diverse set of companies, from Hardie Building Materials to Walt Disney and with nonprofits both on and off the clock.

At Southern Living, he was one of the few to cross over marketing and advertising to editorial. His eye for design helped lead the company to launch successful retail brands such as Southern Living Plants. Plus, his technical expertise helped shape home and garden trends. Good communication, he says, is more than frequency. It’s about relating through our emotions and senses with well-thought-out strategy and design. Done right, you encourage people to act.

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. His past brand experience includes… Read More Coca-Cola, Bank of America, UPS, Adobe, ING Group, Deutsche Bank, JP Morgan, Smithfield Foods, Bayer Environmental Science, Little Debbie, GSK, Char-Broil, Alabama Tourism and Brasfield & Gorrie. His 25-year practice includes a broad range of graphic mediums: Brand Identity, Typographic Systems, Interaction Design/UI, Content and Navigational Systems, Iconography, Motion Graphics and Print. He is also hands-on in the creation of HTML, CSS, Javascript and WordPress environments.

Blayne Ward Art Director Originally from New Orleans, Blayne once worked for the legendary Manny Randazzo’s King Cake Bakery… Read More. She still serves up delight each day as Art Director in charge of all Sloss Real Estate brands such as Pepper Place — one of Birmingham’s most celebrated destinations. Blayne’s design specialties include typographic and color systems, brand collateral, publication design and packaging. Plus, she’s a highly talented illustrator with an affinity for the Pop aesthetic. Blayne’s past brand experience includes Southern Prohibition Brewing, Warner Brothers Records, Gawker Media, Dixie Beer, Tulane University, The National Harp Society, The R+L Carriers New Orleans Bowl and The Voodoo Music + Arts Experience.

Our Practice

What your company does, sells or should mean to its customers are all important questions for our conversation, but they’re not the best place to start. FRED wants to fully comprehend your Why because in it lives your authenticity. It’s a simple process. Each engagement we design must hark back to Why.