Carla Fraser, MPA, Page Principal and Branding & Graphics Director, is a brand strategy and cultural change management expert. Carla will serve as co-lead of the award-winning Branding & Graphics consulting service, a group with many successful branding projects under its belt.
Carla and her teams work with clients to forge a new identity or communications program, which is the type of problem–solving that is highly dependent upon careful listening while recognizing and respecting stakeholder interests. Before a design solution can be launched as the organization’s public face, it must be authentic to the culture and embraced by key sponsors in the organization.
Previously, Carla also was co-lead at Dyal and Partners which was acquired by Page. There, she also oversaw the development of visual identities and brands for high profile clients, which can be expressed via wayfinding systems, architectural graphics and signage, exhibits, retail design, and experiential spaces across a wide range of client industries.
While Carla works on Fortune 500 client accounts, the ones that mean the most to her are those with missions to improve lives, such as healthcare, educational and cultural entities. Those values sync perfectly with the Page vision of design that makes lives better, and the firm’s six core market sectors. Carla is careful to ensure that her work reflects clients’ authenticity while improving their visibility.
Her ability to gain clients’ trust is supported by her two-plus decades of experience in the corporate, government and non-profit sectors. This understanding of industry perceptions, challenges and competitive actions allows Carla to develop custom solutions that truly meet clients’ needs. The awards that her projects have won help prove the effectiveness of her approach.
She received a Master’s of Public Affairs from the LBJ School at the University of Texas at Austin, which is the public sector equivalent of an MBA. Her graduate studies concentrated on public policy and organizational change. Carla also received a Bachelor of Arts from the University of Texas at Austin College of Liberal Arts.
Additionally, Carla stays abreast of evolutionary changes in the design industry through membership in key associations such as AIGA, a professional design organization; the Society for Experiential Graphic Design (SEGD) and Organization Development (OD) Network.
Prior to the acquisition of Dyal and Partners, Page had selectively provided certain clients with graphic and brand services. Carla will be jointly responsible for formalizing the availability of this service to all Page clients, integrating branding and graphic design services into project work and expanding the Page value chain. Additionally, her studio will offer branding and graphics as a consulting service to other industries. Previously, Dyal and Partners and Page were members of several project teams for different clients.
Page is pleased to welcome Carla Fraser, who will be jointly based in Austin and Washington DC.