FORTY YEARS AT BAT.

Our roots here at Fanbrandz began to grow in 1987, when Bill cofounded Frederick & Froberg Design Offices. Our studio started with a mix of work, including corporate brand identity programs, annual reports, brochures, posters, paper promotions and catalogs. 

Then, in 1989, we partnered with Adidas USA to produce in-line catalogs for the sports apparel giant. Unbeknownst to us at the time, this turned out to be a pivotal opportunity as Adidas creative director, Anne Occi, was recruited several years later by Major League Baseball to spearhead the establishment of a creative services department. As we worked on MLB, the trajectory of our firm would become deeply involved with the professional sports industry from that point forward.

In the following years, we quickly found ourselves transitioning from traditional graphic design to working with clients who were brand owners and licensees. That experience led us to develop some of the first "style guides" for special event brands during the pre-digital early-90s, when the only comparable style guide examples were created for the Olympic Games. In fact, we later designed the logo and style guide for the 1996 Atlanta Olympics Official Licensed marks.

These days, the style guides we create are technology-based. We created the first asset management website for Major League Baseball back in 2000, a completely flash-based site.

We moved away from flash and revamped the site in 2013 with a new custom CMS, and after over a decade of serving the various Clubs and licensees, the newest generation of the site launched in 2025. We designed a similar brand asset management site for NHL which launched in 2011.

With a client roster that has expanded from MLB to work with the NHL, NBA, NFL, MLS, WNBA, NASCAR, USTA, and others, we've developed true "tribal knowledge" and specialized skills unique to an industry woven together by brand owners, licensees, broadcast partners, and sponsors — as well as the most passionate and invested consumers on the planet: the fans. 

Having grown with a range of sports, lifestyle, and entertainment clients over many years, we chose our firm's 25th anniversary to rebrand ourselves, launching Fanbrandz to focus exclusively on sports-related work and StyleWorks Creative to focus on lifestyle and entertainment branding.

Today, Fanbrandz operates out of its headquarters in downtown Montclair, New Jersey, in a studio known as “The Church.” In 2026, we teamed up with audience development agency Pennant Digital, allowing us to maintain our independent studio spirit while offering new ways to help sports brands strengthen their connections with fans. Fanbrandz clients now have access to marketing solutions spanning social media, video, podcasts, paid media, and more.