Hello, I'm Fred
A creative director and product designer with 12+ years across consumer and B2B products, with a focus on early-stage and zero-to-one work.
Essays on creative direction, product, making, and why most things you use end up forgettable and how to do it differently.
I'm Fred. I'm a designer and maker. Trained in fine arts, I founded my first startup in 2012 and have been designing products ever since.
Most recently I co-founded Kaizen, a marathon training app, leading the design from 0-1. Before that I led product design at Gastfreund in Berlin, where we built a "Slack for hotels" from scratch. I've worked across consumer and B2B, with two-person teams and forty-person ones.
Outside the product work, I paint, make artworks and prints, and try out new media. It's the same activity in a different medium. Both are about finding the version of the thing that's worth making.
I live in Berlin with my wife and our two small kids. I read a lot. And run when I can.