Fraîche Design Thinking is a creative consultancy. We specialize in corporate strategy, product innovation, brand expression, and architectural design.

Our vision
Humanity needs nothing short of scientific, social, and environmental revolution.

Fraîche exists to make contributing to these mass transitions more doable for more people. Rooted in deep design research, we help ambitious ideas move from invention to convention by making the right thing not just obvious but inevitable.


It doesn't occur to most people that everything is designed. — Bill Moggridge

Whatever you decide to do, remember to keep it simple, keep it fresh. — John Baldessari


Nothing will work unless you do. — Maya Angelou

Everything in moderation, including moderation. — Oscar Wilde


Clutter and confusion are failures of design, not attributes of information. — Edward Tufte

I take it as an elemental truth of life that words matter. — Krista Tippett


Perhaps home is not a place but simply an irrevocable condition. — James Baldwin

Take your pleasure seriously. — Charles Eames


I find social media to be a soul-sucking void of meaningless affirmation. — Wednesday Addams

We don't have the luxury of cynicism. Cynicism is for other people. — Bruce Mau


Do not go gentle into that good night. Rage, rage against the dying of the light. — Dylan Thomas

The habits of a vigorous mind are formed in contending with difficulties. — Abigail Adams


Conventional opinion is the ruin of our souls. — Rumi

Don't try to be original. Just try to be good. — Paul Rand


Our lives begin to end the day we become silent about things that matter. — Martin Luther King Jr.

You're only given one little spark of madness. You mustn't lose it. — Robin Williams


In nature, there is no such thing as waste. — David Suzuki

The way we do anything is the way we do everything. — Rick Rubin


The design process doesn't really have a beginning or an end. — Matej Latin

Let me keep my distance, always, from those who think they have the answers. — Mary Oliver


Why not market caution? Why not market sacred? — Sylvia Earle

Surprise is golden. Randomness is lobster. — Bill Murray


Critical thinking without hope is cynicism, but hope without critical thinking is naïveté. — Maria Popova

It's best not to be too moral. You cheat yourself out of too much life. — Maude Chardin


A concept is a brick. It can be used to build a courthouse of reason. Or it can be thrown through the window. — Gilles Deleuze

Rightsize the rigor. — Melinda Gates


Transform yourself to transform the world. — Grace Lee Boggs

We know more than we can tell. — Michael Polanyi


Any scene which does not both advance the plot and stand alone dramatically is either superfluous or incorrectly written. — David Mamet

Don't place too much trust in experts — Jenny Holzer


We write to taste life twice, in the moment and in retrospect. — Anaïs Nin

We are all apprentices in a craft where no one ever becomes a master. — Ernest Hemingway


Never let the truth get in the way of a good story. — Mark Twain

An educated mind is able to entertain a thought without accepting it. — Aristotle


There is a crack, a crack in everything / That's how the light gets in. — Leonard Cohen

Normality is a paved road: It's comfortable to walk, but no flowers grow on it. — Vincent van Gogh


Loneliness in an age of abundant connection is our culture's tragic curse. — Brian Collins

History doesn’t just happen in the past. — Jill Burke


Design is applied ethics. Because design is fundamentally intention. — Erika Hall

Empathy is not a department. — Samantha Zucker


If you cannot learn to love real art, at least learn to hate sham art and reject it. — William Morris

The best way to accomplish serious design is to be totally and completely unqualified for the job. — Paula Scher


Design, if it is to be ecologically responsible and socially responsive, must be revolutionary and radical. — Victor Papanek

Between modernizing and ecologizing, one must choose. — Bruno Latour


Ill fares the race which fails to salute the arts with the reverence and delight which are their due. — Winston Churchill

If I was paid for the hours I spend worrying, I would be a trillionaire. — Damian Bradfield


Research is to see what everybody else has seen, and to think what nobody else has thought. — Albert Szent-Gyorgyi

Simplicity is the ultimate sophistication. — Leonardo Da Vinci


Ambition is actually curiosity and humility mixed with confidence. — Andy Pearson

My friends call me the 'creative one.' — Hannah Townsend


Consciousness begins when brains acquire the power, the simple power I must add, of telling a story. — Antonio Damasio

Can't we give ourselves one more chance? — Queen & David Bowie


Modernity means understanding how society is changing. — Deyan Sudjic

You manage to understand something along the way, if only it is how little you understood back then. — James Caig


Design is a way to move past hunch-based decision-making. — Nathan Shedroff & Jorge Arango

Chaos is merely order waiting to be deciphered. — José Saramago


A.I. is putting the skills of the best of us into the hands of the worst of us. — Johan Cedmar-Brandstedt

Think before you speak. Read before you think. — Fran Lebowitz


A creative company empowers making at a strategic and conceptual level. — Jon Kolko

Designers are responsible for maintaining generative conversations. — Hugh Dubberly


Sometimes a difference in scale is itself a difference in principle. — Benedict Evans

Who gives a fuck about an Oxford comma? — Vampire Weekend


Post-its are a great technology for micro thinking becoming macro thinking. Are they overused as a meme? Absolutely. — Sandy Speicher

Don’t get ready, get started. — David & Tom Kelley


Local cultures can be seen as social technologies adapted to their ecological niche. — Spencer Scott

Like all good fruit, the balance of life is in the ripe and the ruin. — alt-J


The arts are not a way to make a living. They are a very human way of making life bearable. — Kurt Vonnegut

As long as art stands aside from the problems of life it will only interest a very few people. — Bruno Munari


The single biggest problem in communication is the illusion that it has taken place. — George Bernard Shaw

The only transformation that interests me is a total transformation—however minute. — Susan Sontag


It's no measure of health to be well adjusted to a profoundly sick society. — Jiddu Krishnamurti

If we don't feed ourselves with poetry, we die. — Ryoko Sekiguchi


Design is not a profession but an attitude. — László Moholy-Nagy

Do whatever you do intensely. — Robert Henri


I am in a state of permanent intellectual erection. — Salvador Dalí

Ecstasy takes practice. — Carmen Maria Machado


To live is to be willing to die over and over again. — Pema Chödrön

Feeling predicts intelligence. — Amiri Baraka


To do a dull thing with style is preferable / To doing a dangerous thing without it. — Charles Bukowski

Language is the repository of our prejudices, our beliefs, our assumptions. — Chimamanda Ngozi Adichie


Your legacy, in some ways, is what you love and what you’ve asked other people to love alongside you. — Hanif Abdurraqib

If you don’t like change, you’ll like irrelevance even less. — Eric Shinseki

Latest projects

Our areas of work include economic justice, earth justice, social creativity, and all the places where the deepest technological ambitions intersect with the deepest human desire.

View all projects
Our values
We are guided by three simple values
We value singularity because we understand that distinctiveness and rarity are the progenitors of value—it’s true of earth’s finite resources, and it’s true of ideas, too.
We value intellect because we understand that the human burden of intelligence is our pathway back
to truth—it’s how we make meaning, change, love—and we enjoy the challenge.
We value restraint because we understand that excess has gotten us nowhere—we intentionally pause to answer why instead of merely why not.