Frost Collective appoints head of brand
Strategic creative studio Frost Collective has named Nicola Mansfield as head of brand, strengthening its brand offer with deeper strategic rigour.
The announcement:
Strategic creative studio Frost*collective is excited to announce the appointment of Nicola Mansfield as head of brand.
This appointment signals Frost*’s next chapter in brand excellence, one that adds deeper strategic rigour to the way the studio creates sector-leading brands. By enhancing its creative process with a more business-oriented, experiential, and operational focus, Frost* is future-proofing its brand offer and reinforcing its commitment to exceeding client expectations.
The world is changing, and the way people engage with brands is changing with it. Brands need to be smarter, more than skin deep, and future-proofed for a digitised world. Frost* uses brand as a strategic driver of business growth.
“With Nicola’s leadership, we’re taking our brand capability to the next level,” said Vince Frost, founder, CEO and executive creative director. “We’ve tried to bring her into Frost* several times over the years. Each time she was thriving elsewhere, but we always knew she’d be the perfect fit. This time, the timing was right both for her and us.”
Nicola is no stranger to the studio. She has worked with Frost* as a freelance strategy director in recent months, quickly embedding herself in the team and delivering immediate value across a range of projects and clients. Her deep understanding of the studio’s culture and values, coupled with her strategic leadership and design-led mindset, made the decision a natural one.
A designer by training, Nicola has pioneered the application of customer-led thinking to shape business growth. She launched TheDesignThinkers to help businesses build differentiated propositions and brand systems that influence every touchpoint; from go-to-market strategy to customer experience. Her strategic insight, combined with creative fluency, has seen her work across retail, financial services, direct-to-consumer brands and multinational professional services.
Nicola has led teams at Interbrand and Deloitte after co-founding MashUp, Australia’s first customer experience consultancy, further shaping her deep expertise at the intersection of brand, customer experience, and design. She’s also contributed to the broader design industry as a national board member for AGDA, is an advisor to the Australian Design Council, and currently serves as a Good Design Australia ambassador.
Throughout her career, Nicola has helped shape new offerings in customer experience design, retail strategy, workplace strategy and place branding. She’s worked client-side as global creative director for Jurlique and agency-side, built brand functions from the ground up, and led teams across sectors including place, retail, property and finance. Her experience spans Australia, Asia and Europe, bringing a truly global perspective to Frost*’s portfolio of clients. This aligns perfectly with Frost*’s continued expansion in London and other global markets, making her appointment both timely and strategically aligned.
“I’m excited to officially join Frost* in a full-time role,” said Nicola Mansfield. “Having collaborated with the team over the past few months, I’ve seen first-hand the passion, talent and purpose that drives the work here. Frost* is undoubtedly one of the world’s leading agencies with reputation built on 30 years of creative excellence, and there’s a genuine commitment to designing for real impact. I’m looking forward to building on that foundation to help shape the next chapter of Frost*’s brand offering.”
Nicola steps into her role as head of brand this week.
Source: Frost Collective
