About

Founded by El in 2023, Frida & Theo began life as a brand consultancy - created with the aim of providing astute customer understanding to start ups in the sports and lifestyle sectors. This customer-centric approach helped to clarify and crystallise brand positioning and direction, informing business decisions from commercial strategy to creative output.

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El's creative education and commercial experience as a buyer in the premium sports retail sector made for a unique and practical blend of retail insight and design expertise. As Frida & Theo grew, El began to retrain, returning to her creative roots with specialist courses in art direction for fashion and graphic design. Following this, El moved away from solely providing commercial brand consultancy, and stepped into design and direction work - understanding the importance of the interplay between creative and commercial.

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Still heavily informed by customer understanding, Frida & Theo now provides creative direction, art direction, brand design, ad-hoc graphic design, and 2D motion graphics to small businesses in the sports and lifestyle sectors.