Design agency Frost rebrands as Frost*collective following restructure

Design agency Frost has rebranded following a restructure, with the company set to operate under a new umbrella brand Frost*collective with the specialist brand, digital and branded environment divisions to operate as separate businesses.

The restructure has seen the environmental design team become a new company called Urbanite, with The Nest, a boutique digital agency acquired last year, and Frost*Design, which focuses on the agency’s brand, design and communications work, also operating as separate entities.

Frost* became the Frost Group in September last year after acquiring The Nest.

Vince Frost

Frost* founder Vince Frost said in a statement: “Separating our teams into fully accountable businesses will allow The Nest, Frost* Design and Urbanite to take complete ownership of their specialty, build a strong brand of their own in the market and create a more bespoke service for our clients. We have always been a company of specialists, not generalists, and the new structure will further nurture that expertise and create opportunities for more growth in each area. Our clients will further benefit from the collective nature of our new structure, with our businesses collaborating closely on creative ideation and the seamless delivery of services”.

These three businesses which form Frost*collective will be serviced by a shared team, including group creative director Anthony Donovan and the company’s strategy director Catriona Burgess. Vince Frost will remain as the creative and company head of Frost*collective with all existing staff to be retained in their current roles.

A company head has been appointed to run each separate business, with senior brand specialist Rennae Long heading up Frost* Design. Urbanite is led by Carlo Giannasca who formerly was the head of environments at Frost* and The Nest will continue to be led by founder Stuart Buchanan.

Frost sits as ECD and CEO of Frost*collective and will continue to work on a range of personal creative projects.

“I feel incredibly positive about where we’re headed,” said Frost. “The business has gained significant momentum and our vision for the company is a global one. The launch of the Frost* Collective is an important step in that direction”.

Miranda Ward