Skills, instinct and taste.

Built on design and creativity, scaled through agency life, platform building and studio founding. From selling NoMoreSleep to TBWA, to growing Freunde von Freunden into one of Europe's most referenced creative platforms, to running an internationally dispersed studio across Berlin and Los Angeles. The through line was never a category or a sector. Always the same question: does this earn its place, or is it just adding to the noise.

Working closely with founders, clients and collaborators who share that ambition. Across strategy, identity, and the thinking that connects them.

A Services
B Approach
Some people arrive at design through a career. For me it was always present. A quiet obsession with why some details feel right and others just exist.
That feeling never left. It just found bigger rooms to work in.
Everything gets filtered through the same three lenses: timelessness, authenticity, and usability. Not as a methodology. As a way of seeing. What earns its place in someone's life and what is just decoration without relevance. What lasts and what was only ever noise.
It shows up in the work. And everywhere else.
C Contact
Get in touch
frederikfrede@gmail.com
Based in
Berlin & Los Angeles
Instagram
@frederikfrede
LinkedIn
Frederik Frede
Newsletter
D Experience
  • NZZ — Neue Zürcher Zeitung
    Creative Director & R&D — Developing Special Projects
  • Daaily — Designboom, Arch Daily, Architonic
    Executive Creative Director — Brand, Strategy and Campaign
  • MoreSleep
    Co-Founder & Creative Director, Berlin / Los Angeles — Brand strategy and creative direction agency working across culture, architecture, hospitality, and design.
  • Freunde von Freunden
    Co-Founder & Creative Director, Berlin — Founded one of the most influential lifestyle and culture publications in Europe. Built a global network of creatives across editorial, books, events, and brand partnerships.
  • NZZ
    Creative Direction, Zurich — Brand and digital strategy for Neue Zürcher Zeitung and the NZZ media group.
  • Architonic
    Creative Direction, Berlin — Platform strategy and brand identity for the leading architecture and design product platform.
  • TBWA
    Creative Direction — Creative direction across global campaigns for major international clients.
  • NoMoreSleep
    Co-Founder, Berlin — Early creative agency and production studio. Predecessor to MoreSleep.
  • Bread & Butter Berlin
    Creative Direction, Berlin — Creative direction for the global streetwear and fashion trade show.
  • Neubau Berlin
    Creative Direction, Berlin
  • U&IvsALL
    Creative Direction, Berlin
  • SmithGroup Shanghai
    Creative Direction, Shanghai
E Features
G Outside
Sound

Personal and commissioned, some going back 20 years.

Vibin — 1,000 songs, 72 hours
2026, updated through the year
Movement

Daily movement, keeping track across Garmin, Wahoo, Oura and Strava, reviewed in Claude. For staying healthy and sane, not for racing.

The Library

A visual library built over ten years. What makes a deck feel right instead of generated.