Peter Fraser grew up in Philadelphia learning about creativity at The Pennsylvania Academy of Fine Arts where his grandfather served as director and from his parents who were artists and designers. After attending Virginia Commonwealth University studying interior design, Peter worked in both Philadelphia and Richmond before launching Fraser Design Associates in 2004. Pushing creative thought in articulating Vision, Identity, Brand and Environment, the firm’s portfolio includes resorts, cultural institutions, restaurants and retail clients.

peter fraser

EXPERIENCE

Creative Director, 3north merging Fraser Design with 3north and assuming position of Creative Director of multi disciplinary design firm.

Principal, Fraser Design Associates, Richmond, Virginia Peter launched Fraser Design in 2004 to provide design & cosulting services that facilitate the convergence of Vision, Brand, Identity and Environment.

Senior Associate, Rau & Associates, Richmond, Virginia Director of Design for firm; maintaining design integrity and consistency for all work. Responsibilities included client and consultant management, design development as well as management through installation.

Associate, The Glave Firm, Richmond, Virginia Director of interior and graphic design for 30 person firm. Work included coordination and design with the various disciplines of the firm as well as client and consultant management.

Designer, 1717 Design, Richmond, Virginia Project designer for exhibit design firm. Work experience included design and documentation, construction management and installation coordination.

Designer, Partridge Tackett Architect, Philadelphia, Pennsylvania Project designer for architecture and interior design firm. Work experience included project design, documentation and management for projects up to 250,000 s.f.

Professor, Virginia Commonwealth University, Richmond, Virginia Adjunct teaching position for four semester in Interior Design program. Studios in hospitality, retail as well as technical courses.

EDUCATION

Virginia Commonwealth University,BFA, Interior Design

Harvard School of Graduate StudiesMarketing and Identity Development Seminar

AFFILIATIONS

Board Member, Richmond Pro Cycling

Chairman, Virginia Commonwealth University Interior Design Advisory Committee

2010-Present

2004-2010

1999-04

1995-99

1994-95

1989-94

1996-97

1984-88

2001

2009- 2010

2007-2008

1623 West Broad Street Richmond, VA 23220 p. 804.249.1220 f. 804.421.9101

PROFILE Fraser Design Associates provides design and consulting services to promote and expand the identity of our clients and augment their vision. We bring together design disciplines tailored to clients seeking contextual, inventive design with an integrated approach.

The firm works specifically to engage all stakeholders in the Vision, Brand, Identity and Environmental Design and of companies and their projects. Through the process of charrettes and interactive presentations, we build a support network around the design process. The goal is to engage the Owner, Designers and Community to articulate the vision and shepherd the process to insure dialogue of all contributers.

Working from a broad conceptual plan to the smallest detail, the connection of these disciplines creates projects that are memorable and define unique characteristics of the location, the property and the people.

The firms collaborative approach integrates the following disciplines:

ResearchThe firm works initially by developing an understanding of the project goals, the regional and cultural landscape and the Vision established by the owner. We also work with the design team to articulate the creative response and design approach.

Creative FacilitationAs Visual Strategists, we facilitate creative session engaging Ownership, Designer and Community. These sessions are interactive and are designed for hands on participation. The results are collaboratively authored and give voice to all participants

DocumentationThe work of the group is documented and distributed as a collective roadmap of the project. By creating tangible evidence of the process, all parties have the objective, core goals of the work to vet decisions and direction.

Review and RedirectionProjects and Visions evolve. As they take shape and become used and understood, steering and management are vital. We insure the owners are well versed in the idenity and mission of the project to carry forward and grow the initial creative vision.

select clients & projects

Luck Stone Corporation, Charles Luck Stone Centers, Virginia, North Carolina and Maryland Locations Conceptual Design study and design for rollout of six locations over three year period. Concept management, Interior design, merchandising, graphic and artwork program.

Marvin Lang Building, Richmond, Virginia Renovation of historic building into collaborative multi-disciplinary design studio.

Library of Virginia, The Virginia Shop, Richmond, Virginia New retail location for state library's collection of volumes and artwork.

Virginia Center for Architecture, Richmond, Virginia Exhibit and wayfinding system design, exhibit and banner design.

Ellwood Thompson’s Natural Market, Richmond, Virginia Design for new 10,000 s.f. location, including interiors, wayfinding and graphics system.

Mountain Lumber, Ruckersville, Virginia Brand Positioning and Prototype design. Initial brand position consulting and prototype design for national locations.

Richey & Company, Virginia, North Carolina and Maryland Locations Prototype retail design and rollout in six regional locations

Seaview Resort, Galloway Township, New Jersey Thematic master plan, lobby and meeting room interior design, logomark & sign system, multiple custom art projects.

Boar’s Head Inn, Charlottesville, Virginia Public Spaces and spa interior design, multiple custom art projects, interpretive signage, logomarks.

The Sanderling Spa, Duck, North Carolina Lobby Gift Shop, Spa Renovation, Wayfinding sign system and custom art.

Lewis Ginter Botanical Garden, Richmond, Virginia Visitor Center Interior Design, Interior and exterior wayfinding sign system.

The Virginia Museum of Fine Arts, Richmond, Virginia 1999 Administrative Areas Master Plan.

Southside Regional Medical Center Twig Shop, Petersburg, Virginia Interior design for new location including casework, lighting and merchandising.

St. Seraphim of Sarov Orthodox Church, Glen Allen Virginia Conceptual and schematic Architectural and interior design study for new church location.

Endorphin Fitness, Richmond Virginia Identity and Facility Design for new Endurance Training Company

National Cowboy Hall of Fame, Oklahoma City, Oklahoma Schematic Exhibit Design for new museum expansion

Morven Farm Carriage Museum, Charlottesville, Virginia Exhibit and Decorative lighting design for collection of 70 restored vintage carriages

Daufuskie Island Resort, Daufuskie Island, South Carolina 15,000 S.F. Conference facility and complete guest cottage renovation for remote island destination resort

Union Theological Seminary, Richmond, Virginia Library Renovation Interior and Lighting Design. Commemorative signage, history exhibit.

The Homestead Resort, Hot Springs, Virginia Public Spaces, guestroom and retail corridor design including identity, lighting and merchandising

Virginia Wesleyan College, Norfolk, Virginia Jane Park Batten Student Center

PROJECTPAGES

Marvin Lang Building

Charles Luck Stone Center

Virginia Center for Architecture

The Boar's Head Inn

Mountain Lumber

Ellwood Thompson's

The Marvin Lang Building

Fraser Design Associates and Ansel Olson Design purchased 1623 West broad in 2007. In addition to being an ideal design studio location, it was also part of a larger vision to integrate the arts and design community, build a relationship with Virginia Commonwealth University and promote the development of the Broad Street Business district. The historic building required total renovation in compliance with Department of Historic Resources guidelines and needed to meet the requirements for our design studio. Keeping the architectural interventions minimal and using raw materials, the resulting aesthetic establishes a palette for creative expression and collaboration.

CHARLES LUCK STONE CENTERS

The Charles Luck Stone Center presents a new model for stone commerce, one that provides a destination for people who appreciate things of enduring value and the experience of acquiring them. Transforming a pre-existing division into a stand alone company with a new name and brand, Luck Stone sought a facility that would support and define their vision. The studio is designed to educate, inspire and foster the creativity of its clients.

The Charles Luck Stone Center is programmed to sell stone, and in a manner that elevates and celebrates the product. Judicious use and application was paramount-the stone use is intended to reflect its quality of timelessness, inspired craft, and enduring legacy.

VIRGINIA CENTER FOR ARCHITECTURE

As part of the adaptive reuse of the renowned Branch house on Monument Avenue originally designed by John Russell Pope, we were charged with the design of the identity and exhibit system. The Virginia Center for Architecture plans to continue use of the prominent rooms as galleries for visiting shows in addition to their permanent collection. Given the care and deliberate proportions of the spaces, we felt it imperative to respect the architecture and create a gentle intervention. The system is completely reversible should a full restoration take place in the future, and it is nearly invisible.

THE BOAR'S HEAD INN

Beginning with renovations to the Ballroom and Ednam meeting rooms, the Boars Head has launched a three year multi million dollar campaign to upgrade this timeless resort, realign their brand and capture new markets in the midatlantic region. Fraser Design Associates is leading the team in the design of the guestrooms and public spaces.

Thematic Planning

MOUNTAIN LUMBER

This Ruckersville company produces some the finest reclaimed flooring and lumber in the nation from sources around the world. The long term vision of the company is to expand their brand and market presence and build showrooms in major markets. Fraser Design is completing the design of a prototype exhibit/showroom in Charlottesville that will be a catalyst for a new brand identity, presence to the design community and will explore their materials in unique inventive ways.

Contact Peter Fraser, PrincipalFraser Design Associates 1623 West Broad StreetRichmond VA 23220804 317 0126

www.fraserdesignassociates.comwww.fraserdesignblog.com