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Visionaries
Freaner Creative
With 18 Gold and 17 Silver wins under their belt, Freaner Creative stands out as a Davey Awards Visionary. Founded by Ariel Freaner in the 1980s, the company transitioned from analog to digital design with a research-driven, detail-oriented approach that balances art and commerce to create innovative work. Looking ahead, the firm is excited about integrating emerging technologies like AI and spatial computing while exploring immersive design. Check out their brand work for clients in the US and Latin America.
The Creative at Freaner Creative
Ariel Freaner
Founder & Principal, Freaner Creative
Freaner Creative and Design, founded in 1985 by Principal Ariel Freaner, is an award-winning San Diego-based full-service firm offering creative, digital, and graphic design services, including web and app design, editorial and print design, branding, and 3-D development. Freaner Creative and Design’s multilingual, cross-border commercial campaigns in English and Spanish have distinguished it from many Southern California firms. Among the U.S. clients for which Ariel has produced creative and design projects are the County of San Diego, the City of San Diego, Motorola, the U.S. Navy, Fujitsu, and Eclipse Mobile Entertainment. Ariel’s international clients include The Mexican Red Cross, Clarion Latin America, Uniradio, Calimax, The XXI Ayuntamiento of Tijuana, and LINTEL. Ariel also serves as a mentor to design students, offering invaluable career advice in numerous educational organizations.
The Creative Ethos at Freaner Creative
Freaner Creative began its journey in a world that was vastly different from today’s digital landscape. “We started in the 1980s, so our creative trajectory has encompassed tremendous changes both conceptually and technically,” says Ariel. Initially, the company’s work was entirely analog, but has progressed into digital. “We have transitioned from 100 percent traditional printing and analog work to 20 percent traditional and 80 percent digital work,” he explains.
Even though the digital revolution has had its challenges, two cornerstones of Freaner Creative have remained consistent. The first is its rigorous, research-heavy approach to every project. “Research, research, research!” Ariel declares, underscoring the importance of gathering as much information as possible before diving into the creative process. This thorough approach ensures that the final product is not only visually stunning but also effectively communicates the client’s message.
Even in a digital age, Freaner Creative values the tactile, hands-on approach that is their second cornerstone. “We start with sketching (yes, we do sketches) to come up with creative solutions,” says Ariel. This initial step allows the team to connect with the work on a deeper level before translating ideas into digital formats. The sketching process is crucial for brainstorming and developing ideas that are both innovative and tailored to the client’s needs.
Ariel believes that the balance between art and commerce is crucial. “Focusing solely on art may result in something beautiful, but it may not communicate the client’s message, and it becomes just a public ornament or decoration,” he explains. “Go the opposite way with too much commerce and no creativity or design, and it won’t make people snap their heads to look at it or remember it later.”
The Creative Future at Freaner Creative
Ariel is optimistic about the future, particularly when it comes to emerging technologies. “With the ongoing advancements in AI and spatial computing, the future looks incredibly promising,” he says. These new tools offer exciting opportunities to push the boundaries of creativity and design.
In addition to embracing new technologies, Ariel is keen to explore immersive design, particularly in collaboration with cultural institutions and museums. This medium allows for the creation of deeply engaging experiences that resonate with audiences on an emotional level. “Immersive design involves elements of cinematic and motion design, utilizing visual effects and sound to evoke strong emotions,” he explains.
Ultimately, Freaner Creative’s guiding principles—purpose, passion, and curiosity—will continue to drive its creative endeavors. Ariel remains committed to bringing his full self to each project, maintaining an open and curious mindset that fosters the generation of the best ideas. As he looks to the future, Ariel is excited about the endless opportunities for growth and innovation in the field of design.
In an industry that is constantly changing, Freaner Creative stands out for its ability to adapt and thrive. With a solid foundation in research, a commitment to innovation, and a willingness to embrace new technologies, the company is well-positioned to continue its legacy of creative excellence. As Ariel aptly puts it, quoting a phrase from Walt Disney, “It’s kind of fun to do the impossible.”
Does your small team serve clients from around the world like Freaner Creative?
The Davey Awards welcomes teams or individuals in any location, making work for every location. Enter your best work before the Extended Entry Deadline on September 13th.