Frankie Hyatt [ designer & art director ] Los Angeles, CA

[ hello, it’s me ]

Brands with character. Worlds with feeling.

I’m Frankie Hyatt, a designer and art director building identities, packaging and visual worlds for food, lifestyle and culture-driven brands. Frankly is the name I work under, and a promise: I tell you exactly what I see.

Brand identity · Packaging · Art direction · Digital · Spaces

See the work About Frankie

Selected Work

Agility Boulders (Ongoing) Posters, Merch & Identity Capitola, CA
Agility Boulders gig poster: a UFO beaming climbers up a mountain.
"I wanna rock" in chrome metal lettering over purple canyon walls, with a climber leaping and the Agility Boulders mark.
Agility spelled in pink katakana across pale blue rock textures and climbing holds, with the triangle mark and Capitola, CA.
"I want to boulder" on black: a UFO beaming light onto a mountain with a climber, under Agility Boulders, Capitola, CA.
Agility Boulders in blocky white letters on blue, framing petroglyph-style figures and spirals.
An "I heart rocks" Agility Boulders sticker with a boulder and Capitola, CA.
"Lets climb." above three smiling boulder characters with climbing holds, on slate blue.

Output Posters, apparel, stickers

Sea & Believe (Freelance) Branding, Packaging & Web Irish seaweed
Sea & Believe plant-based fish cakes pouch: the otter badge above a photographed fish cake on a seaweed wave pattern.
Fish cakes
Sea & Believe plant-based "fish" goujons pouch, golden goujons spilling from a paper cone.
“Fish” goujons
Sea & Believe plant-based "cod" fillets pouch with a flaky fillet photographed on the front.
“Cod” fillets
Sea & Believe Irish seaweed "burger" tray with a stacked burger and the four nutrition badges.
Seaweed “burger”

Seafood grown from the very thing fish eat.

Scope Logo, four retail SKUs, marketing site

Pate International (Studio) Wine Label Design San Francisco, CA
Nación de Agave mezcal: a clear bottle with a woven cork stopper and an ornate engraved label around a copper medallion.
Nación de Agave Mezcal
A private label range for Helena Viñedo: red and white wine bottles and two jars, each with a gold dotted sunburst on black or cream labels.
Private label, Helena Viñedo
Robert Mondavi Winery Cabernet Sauvignon: a dark bottle with a cream label showing the winery's arch and tower and a signature.
Robert Mondavi Winery

Wine & spirits labels

Studio
Pate International Design
Role
Junior graphic designer, label team
Work
Wine bottle labels
City
San Francisco, CA

Where packaging became my craft.

The print industry, how a label comes to life on press, branding, and tactile design. On a shelf, the paper stock and the finish carry as much magic as the artwork.

Designed with the Pate International team. Photography © Pate International.

Apple Park (Brand) Graphic Design & Packaging San Francisco, CA
An Apple Park kraft gift box printed with white stars, suns and rainbows, above a woodland-print blanket and a little fox plush.
Gift set box
A blue plush bird hatching from an egg, standing on a wood-grain printed box marked Organic and apple park.
Pull toy nest box
Cubby the bear teething rattle on a blue gingham backcard with a heart-shaped hang hole and an apple park band.
Rattle backcard
A grey knit bunny rattle in a floral window box with a rope handle and a red apple park apple.
Window box

Organic toys and baby clothes, wrapped as gently as they’re made.

Role Graphic design, packaging

Photography © Apple Park.

Pacific Outdoor Living (In-house) Web, Brand & Print Los Angeles, CA
Social Hiring stories, one card across the whole campaign
A Pacific Outdoor Living pull-up banner listing pools, outdoor kitchens, patios, fire features and landscaping, under the words Guaranteed and Award-Winning Design and Construction.
Print Pull-up banner, seven feet

Website sales from $127k to $220k.

Scope The whole site, every word on it, the hiring stories and the banner

Slurp Lah (Concept brand) Identity, Packaging & Launch San Francisco, CA
Slurp Lah storefront interior with a hand-painted sign, neon 'Shiok' light, and a customer eating noodles at a yellow table.
The Slurp Lah launch party post: hand-lettered type on a textured green ground inviting San Francisco to a top secret launch party, with a line-drawn Golden Gate Bridge and a noodle cup.

For the belly, for the soul, for the planet.

Scope Identity, packaging, storefront, launch campaign

Role Brand identity, packaging, marketing strategy

Photography (Editorial) Photography & Art Direction Cargo Collective
A face in black and white looking up from inside a crown of crumpled silver foil.
The three members of the Seattle band Karoshi, in leather jackets and a white shirt, leaning against a pale blue wall inside a painted circle.
The Champagne Babylon opening spread for Mad Sounds Magazine: the band walking away through a blur of warm night lights.
A man with long dark hair lying back on a black and white checkered floor in an open white suit and a red belt.
A boy in an oversized yellow fringed suede jacket, arms held wide, standing in a street at dusk under power lines.
A Galore Magazine page of four flash photographs of a platinum-haired singer in a white shirt, backstage, on stage and at a diner booth.
Four flash photographs of the same singer performing, her white shirt and legs covered in stage blood.
A face with shimmering green eyeshadow beside its own reflection in a hand mirror, on white.
A model in a white raincoat, pink knit and black beanie, deep red painted around closed eyes, sitting on black crates against an orange wall.
Two friends in long grey coats walking toward the camera along a yellow line in a parking garage, one waving.
A man in a white studded tank top and round sunglasses standing among rose bushes under a clear blue sky.
A man with long curling hair standing shirtless in the narrow opening of a red door.
A skater in a white rabbit mask and a blue jumpsuit jumping onto a park bench at night.

Output Editorials, portraits, live music

Shot for Galore Magazine, Mad Sounds Magazine

See the full archive

[ how I work ]

The
Frankly
method

Four steps, always in this order. By the time I start designing, the direction is clear.

  1. (01)ResearchStudy the market, then step into the consumer’s shoes
  2. (02)AnalyzeFind what matters most
  3. (03)BraindumpBrainstorm, then pour every idea onto paper
  4. (04)DesignWhere it all comes to life

[ snippets from real braindumps ]

BRTR brainstorm page in black marker: idealism, a future society, vintage futurism, boxed words Bold, Texture and Future, and 'what society could be?' BRTR, brainstorm BRTR wireframe sketch in marker: an item page with name, description, price and reviews, and a flow from shop item to add your item. BRTR, wireframes BRTR logo sketches in marker: hands trading, arrows in a loop, and word notes on communication, art and craftsmanship. BRTR, logo A page of pencil logo sketches for QuantumCyte on graph paper, with notes on imagery: 3D, pink and blue, sleek, organic. QuantumCyte, first round A torn fragment of marker: 'what society could be?' in a speech cloud.

What I do

  1. (001)[ Brand identity & packaging ]
  2. (002)[ Art direction & campaigns ]
  3. (003)[ Digital & physical brand experiences ]

Also on hand Web design · UX · SEO · Print production · Motion

About Frankie
Get in touch [ or see every project → ]