Brand strategy & stewardship
Visual identity, brand standards, guidelines, iconography, templates, and asset systems that people can find, understand, and apply.
About
Strategy with a designer’s eye.
Brand stewardship, accessible design, creative direction, and visual storytelling across science, conservation, and public service.
Cathee Frazer
Ideas made useful.
Brand strategy, visual design, and the everyday work of keeping a complex identity clear.
I’m an award-winning brand and creative leader with more than 15 years of experience helping mission-driven organizations turn complex ideas into clear, compelling stories.
My career has taken me from international conservation work to the U.S. National Science Foundation, with studio and production experience along the way. I’ve worked across brand strategy, visual identity, creative direction, science communications, campaigns, publications, and design systems. I’m at my best where strategy and creativity meet: finding the story that matters, understanding the audience, and building something people can actually use.
I’m also a designer at heart. I believe strong brands are more than logos and guidelines. They should feel distinctive, useful, and human wherever people encounter them. At NSF, that has meant helping people navigate brand standards, accessible resources, a growing asset portal, and an iconography system. At Rainforest Trust, it meant connecting a brand guide, conservation storytelling, anniversary campaigns, and publications into a more cohesive whole.
I like working with the people who bring those ideas to life. I’ve led designers and production teams, collaborated with stakeholders and vendors, and worked through the details of print, digital, events, signage, and large-format materials. Those experiences taught me to think about how a concept will hold up once it leaves the design file and reaches the people using it.
Much of my career has been dedicated to science, conservation, public service, and other causes I care about. That has shaped how I approach creative leadership: with thoughtful strategy, accessible design, meaningful visual storytelling, and a clear sense of what we want an audience to think, feel, or do.
After 15+ years, I still love the same part of the work: taking an idea that matters and finding the most meaningful way to make other people care about it, too.
What I bring
Thinking that carries through.
Strategy and execution belong together. These are the practices I bring to both.
Creative direction & storytelling
Campaigns, publications, presentations, and visual storytelling shaped around a clear message and the audience it needs to reach.
Accessible design & production
Section 508 accessibility across digital communications, with hands-on experience in print production, large-format graphics, environmental materials, and promotional work.
Leadership & delivery
Cross-functional leadership, stakeholder engagement, vendor management, mentoring, and project management from concept through final production, including remote collaboration.
Working tools
Hands-on when it counts.
I work across Adobe Creative Suite, including InDesign, Illustrator, and Photoshop, as well as Acquia/Widen, Asana, WordPress, and Microsoft Office. The tools matter most when they make the work easier to share, maintain, and use.