About Us

Fresh Trajectory is a multi-disciplinary design firm with the experience/capability to design any type of visual communication for any type of visual medium, for any type of client... flawlessly, on-time and on-budget. We produce marketing and sales materials for our clients that are consistent, yet dynamic, across all points of contact with their audience, which in turn increases our clients' presence in the marketplace and makes their phones ring. We analyze our clients' end goals and work backwards from there to design communications vehicles that will appeal to el audience, communicate what is unique about their company, product or organization and, in turn, validate their pricing. Our design work creates a platform built on a unified look and feel which sends a strong, undiluted message that will support the verbal and strategic messaging. From the business card, PowerPoint presentation and brochure to the website, print ad and signage, our clients are left with a corporate image that will speak for them when they are not around to speak for themselves, which is when the real decisions are made. Our design work is balanced between left-brained logic and right-brained intuition so it resonates with said target audience. We partner with our clients throughout key milestones in the design process to achieve the best possible result that achieves what they need to achieve and makes our clients feel warm and fuzzy and proud on the inside. This also ensures a long "shelf-life" so that our clients don't have to keep seeking out a better design firm and having their stuff redesigned every 6 months-3 years.

With Fresh Trajectory, there is no need.

Susan Fritz, Director

Susan Fritz

Ms. Fritz brings 14 years of professional experience to Fresh Trajectory. She has handled a wide range of projects for a wide range of clients.

Her experience runs the gamut from projects as small as a business card for a freelance photographer to as big as a 70-foot-long undulating tradeshow wall for a major pharmaceutical company. Her award-winning work has been seen by millions and has been featured in educational books on typography. She has done work for everyone from Citigroup Private Bank to the non-profit sector, and includes everything and everyone in between from household brands to small, B2B professional services companies.

Ms. Fritz is a 1995 magna cum laude graduate of the BFA graphic design program at The University of the Arts in Philadelphia. Susan has held roles in practically every capacity during her career, from being low man on the totem pole on a large team, to running entire projects by herself. She has intense knowledge of all aspects of the design process, and how it interfaces with practical applications and real-world end results for businesses.

Ms. Fritz spent the first six years of her career in staff jobs, as a junior and then senior designer. The next six+ were spent working as a hired gun/freelance gypsy. In total she has worked for as many as twenty+ different studios, ad agencies, in-house design departments, and large, well-known, non-profit organizations, as well as, some of the top corporate identity firms in the world and small, boutique design firms. These varied and diverse experiences gave her valuable, hands-on knowledge in web development, information architecture, animation, print design, branding, environmental design and advertising.

Tony Spaeth, Director, Naming and Strategy

Tony Spaeth

Tony Spaeth is an internationally recognized expert in the use of branding and corporate identity as a tool in marketing and corporate management; and created and defined the naming process that has become the gold standard among those smart enough to know its value and seek it out.

With a BA from Princeton in Architecture in 1955 and an MBA from Harvard Business School in 1963, he was ripe to "stumble" into the pioneering days of corporate identity at the flagship branding firm of Lippincott & Margulies in 1965. Being the right man in the right place at the right time, two decades later Mr. Spaeth also had the opportunity to play a pivotal role in the trail-blazing corporate identity/brand design firm of Anspach, Grossman Portugal (aka "AGP," now Brand Union), which was then responsible for many ground-breaking rebrands and corporate identity overhauls that are still emulated by today's practitioners, such as the original CitiBank redesign, Pfizer and American Express. Tony served for 5 years as the firm's own marketing director and as a consulting principal. In addition, Mr. Spaeth redefined the firm's naming process and capability, which during his tenure produced such names as Navistar, Optima, Signet, Trinova, Ecolab and (Ford) Explorer.

With a rich background in marketing and management that runs the gamut from the grocery store aisle to the board room --- as a product manager in American Home Products' food division, a consultant to the supermarket industry on private brand management, a consultant to account management and clients of NW Ayer advertising and as a corporate vice president and director of marketing of several Citibank business units --- Tony is more than qualified to advise on every aspect of brand positioning, strategy and naming.

Mr. Spaeth maintains a busy schedule, consulting on brand strategy and naming projects, while maintaining www.identityworks.com and www.corporatebrandmatrix.com, leading websites that aide in the understanding of corporate brand positioning and design. Tony has lectured for Harvard Business School audiences, American Institute of Graphic Arts, Design Management Institute, BrandCamp in Bucharest and HiBrand in Moscow, and has written on identity matters for Adweek, Design Management Journal and annually, for The Conference Board Review.

Tony lives in Rye, New York in a classic (1946) modern house with Ann, a leader in her field. They are parents of four extraordinary women --- art historian Catherine, tile enthusiast Jennifer, painter Bridget, and choreographer Crispin.