Frost*

Frost Design is an independent ideas studio of 30 people. We understand design. We understand business. But most importantly we understand the business of good design. Founded in London by Vince Frost and now also based in Sydney, we are an interdisciplinary creative studio who work seamlessly across a variety of media for a diverse range of international clients.

General Pants Summer Campaign

Project: Summer of Love
Client: General Pants Co.

Frost* Design Sydney was approached by General Pants Co. to create their Summer 2007 campaign. One of the main objectives was to grow their female 20-25 market while also continuing to build on their strong male customer base.
The campaign is based around capturing iconic summer moments while also evoking the General Pants brand positioning of ‘disrupting the average’. The result is a modern take on the “Summer of Love”.
Working with international fashion photographer Pierre Toussaint and the General Pants team, Frost created a series of raw and edgy black and white images, which are coupled with copylines heralding back to the heydays of 60s and 70s psychedelia and rock.
The campaign will be seen on outdoor in Sydney, Melbourne and Brisbane, as well as featuring in magazines such as Vice and Oyster, and appearing in General Pants windows and stores.

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Sydney Opera House new shop graphics

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Denim-Bar at Myers Melbourne City

International Fashion Group (IFG) imports and distributes premium denim brands such as One Religion and Seven For all Mankind. They approached Frost to create their first retail concession store in Myer Melbourne. Surrounded by competing brands, the challenge was to create something that would really jump out and act as a strong brand in its own right. Working with the long, narrow space we branded it the 'Denim Bar'. The logo is in bold letterpress type, a playful reference to denim's wild-west history and the patina of worn jeans. The 40sqm space was painted black, giving it presence against the other mainly light concessions. The bar itself is painted day-glo orange, a vibrant contrast to the black space and a striking backdrop for the merchandise. It also acts as a centralized storage unit, overcoming one of the restrictions of the narrow space. We approached illustrator Paul Davis to create a series of quirky illustrations to add another dimension to the branding. The illustrations draw customers in with their amusing take on denim, wrapping the back wall, change rooms, columns and display bench.
The t-shirt line is displayed on three wall-mounted sets of antlers, adding a fun 3D element. IFG plans to roll out the design across 40 concessions over the next two years.

Westfield Magazine Issue 1

As the flagship store in the Westfield chain, Westfield Bondi Junction (WBJ) was looking to reposition itself in the discerning Eastern Suburbs market. Working with custom publisher, Hardy Grant Magazines, Frost Design was commissioned to create a fashion magazine and accompanying promotional campaign that would increase awareness of WBJ as a centre and position it as a prestige brand. Our idea for the magazine masthead grew out of the brand position of 'shopping as an act of love'. The masthead is a heart that wraps around the front cover to form the 'b' in WBJ. The heart then became an icon that was used throughout the magazine. The masthead was also used on shopping bags, t-shirts and other promotional collateral to create a strong campaign identity. The magazine itself is based on the notion of a 'junction' - a place where things come together, often forming unexpected connections. This allowed the shopping centre to be seen in its historical context, as well as providing opportunities to create entertaining, informative articles and up-to-the-minute fashion spreads around the idea of junctions.

Nike Young Directors Awards

Project: Awards identity and marketing materials
for the Nike Young Directors Awards
Client: Nike

When Frost was approached by Nike to join a competitive pitch to design the publicity campaign for its Young Directors Awards, once again Vince Frost found himself looking for the ‘big idea’. After much deliberation he eventually decided to go and buy a pair of Nike trainers. Watching the assistant place the shoes in the box, he noticed that the end of the box was the same shape as a clapperboard and that it was hinged in the same way too. The box became a clapperboard – or ‘clapperbox’ which in turn became the identity for the awards scheme. This concept was translated onto stationery, posters, T-shirts, invitations and the awards application form. A metal version was created for the award itself, while an animated clapperboard formed the ‘sting’.

Frost Design 2007 A Frost* Interactive Experience Terms and Conditions

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