Rebellious by Design
Building an Unaplogetic Fred Agency Website
Project Overview
Client:
Fred Agency
UX/UI Designer and Researcher
My Role:
2 Designers and 1 Developer
Team:
Figma, Miro, Maze, Google Forms, Slack, Notion
Tools:
“It’s not rocket science, it’s marketing.”
That was the first thing Fred said to me. The second was,
“But let’s make it look like we built the rocket.”
From the jump, I knew this brand wouldn’t fit in a template. Fred was different—an indie content shop for independent thinkers. And they needed a site to prove it.
CHALLENGE
Fred is loud, unfiltered, and radically clear about who they are. But their digital presence? Nonexistent.
The team needed a website that:
Felt like the agency: bold, confident, irreverent.
Explained what Fred does—quickly.
Converted curious scrollers into qualified leads.
Reflected the team's creative process without over-explaining it.
RESEARCH: BRAND VOICE, MEET USER BEHAVIOR
Stakeholder Interviews
I conducted open-ended interviews with the founders, creative leads, and sales team. I learned:
They wanted zero “agency-speak.”
Clients usually came through referrals, so the site had to make a great first impression but not over-sell.
The brand voice is a huge part of the value prop: approachable, authentic, real.