Petefreeman.bizAboutIndex


PETE FREEMAN IS A BRAND DESIGNER, MUSICIAN, BUILDER, & FRIEND.




Pete was the first employee at CENTER, where he’s led a couple hundred branding and strategy projects with a fantastic team of pros and pals.

Over the years he’s been a Young Gun Finalist (2x), Cannes Lions Recipient, ADC Award Recipient, and Dieline Award winner etc.
CENTER ProjectUnited Sodas of America2020 - Present
United Sodas of America came to us with just a name. In the year 2018, this was the scariest name ever. We’ve been with this brand since its inception—crafting its identity, colors, packaging, tone of voice, and the personality of its flavors—around the core belief that variety unites. The brand’s colorful minimalism simplifies the soda can into an American icon with incredible shelf presence.

Cannes Lions Award Winner 
Art Directors Club Winner
Dieline Award Winner

Brand Design
Music Composition
Web Design

Team / Collaborators

Andrew Galloway
Ciaran Brandin
Ashleigh Bowring
Alex Center
Sam Bumbalo

CENTER ProjectApple2021 - Present
Mac does that.
We were enlisted to help build Apple’s latest global brand platform all about the way we work. Through a series of 15-second videos, digital assets, and a library of global translations, we express what it feels like to work on a Mac—fast, fluid, powerful, and (dare we say) fun.

Storyboard Design
Motion Design
Music Supervision

Team / Collaborators
Andrew Galloway
Ciaran Brandin
Forrest Huu Ta
Madeline Beard
Ashleigh Bowring
Justen Blaize
Rhianydd Hylton
Brooke Pathakis
Alex Center
Joe Wright
Hanna Pulis


CENTER ProjectPavise2022
Founder and CEO Sophie Bai, one of the world’s preeminent bio-cosmetic scientists, approached CENTER to name and build a suncare brand that would challenge the status quo by bringing a touch of luxurious fashion into the laboratory.

Enter Pavise—an advanced biotech company on a mission to break conventions of the skincare industry and take sun protection for every skin type seriously through meticulously researched, breakthrough technology. Named for the 14th-century full-body shield, Pavise offers the ultimate invisible defense against UV-induced skin aging through proprietary technologies built around molecular nanodiamonds.

Inspired by the electrifying and intensely-saturated visuals produced under the microscope, the packaging system features a vivid 3D recreation of Pavise’s patented DiamondCore® Shield, balanced by a refined typographic system that instills trust and embodies a brand rooted in extensive scientific research.

Brand Design
Motion Design
Art Direction

Team / Collaborators

Andrew Galloway
Ciaran Brandin
Rob Oechsle
Forrest Huu Ta
Ashleigh Bowring
Justen Blaize
Rhianydd Hylton
Hanna Pulis
Alex Center

Freelance Project
Alamati Wine2022
Alamati is a wine brand based in Central California started by two of the best winemakers in the game: Niko Comati and Cooper Allebrand. Having done their time in some of the most prestigious wineries in the San Ynez Valley, they’ve set off to take their vino to the road. 

They both take their wine and process very seriously, so they needed a label and a brand that could be trusted and reveered. Luckily, they don’t take themselves seriously. So we built a brand that finds the balance. 

Brand Design
Package Design
Art Direction

Team / Collaborators

Tate Larrick: Video / Photo
CENTER Projectbutter2021
Everything is better with butter.

Butter is a new cannabis company rooted in Michigan that makes high quality products with the aim of spreading knowledge, community, and love. Together we are on a mission to change the perception of weed being an underground solo activity to something that can be connective and widely enjoyed.

We worked with butter to create a brand centered around the authentic use of cannabis and the joy it brings to those who consume it together. If we can improve people’s individual lives with cannabis, we can make the world a better collective place.

Our vision is to build the first mainstream, mass market cannabis brand, spreading a butter way of life to all (over 21).

Brand Design
Motion Design
Art Direction

2 Clio Awards

Team / Collaborators

Andrew Galloway
Forrest Huu Ta
Ashleigh Bowring
Alex Center
Freelance Project
Buoy Water Club2023
Buoy Water Club builds experiences from the shared love of water. They’ve developed custom self-service paddle share lockers to use our paddleboards, kayaks, and surfboards on a daily basis with ease.

The mark was inspired by timeless surf brands of the past and present with the omni-present blue inspired by lifeguard shack all around the coast. 

The lockers themselves were custom fabricated and assembled on-site, with locations in Santa Barbara and Austin so far. 

Brand Design
Art Direction
Merch

Team / Collaborators

Carmen Kelly: Illustration
Bryson Valencia: Video
Tosh Clements: Sign Painting
CENTER ProjectHeywear2020
Heywear launched in a prime location in Manhattan and needed an identity to match its optical ambitions. With the promise of an exam and prescription eyewear in 30 minutes, it is positioned to make the industry more transparent and accessible.

Our branding is a celebration of both sides of the experience, bridging the gap between the technical process of optometry and the gift of self expression.

Brand Design
Motion Design
Art Direction

Team / Collaborators

Andrew Galloway
Ashleigh Bowring
Alex Center
CENTER Project
Simulate2019-2022
SIMULATE is a food technology brand on a mission to upgrade the world to a positive food system. The company’s simulated, plant-based products offer a sustainable alternative to some of our favorite animal-based foods (chicken nuggets, wings, and now, tenders, need we say more?). In 2019, the company launched Nuggs, the most advanced chicken nugget simulation on the planet. Since that time, their sales, retail footprint, and product portfolio has rapidly grown.

As a response to this meteoric success (and in preparation for the launch of their fifth product offering, TENDERS), SIMULATE approached the CENTER team about a brand and packaging refresh. 



In this refresh, we updated the hierarchy to give SIMULATE prominence as the parent company and to clearly define the visual rules of the brand. These rules will support the brand as it continues to expand its offering into new categories across grocery store shelves.

Brand Design
Package Design
Art Direction

Team / Collaborators

Andrew Galloway
Forrest Huu Ta
Ashleigh Bowring
Alex Center
Phil Gibson
CENTER ProjectThe Infatuation09–24–1953
Over the past decade, The Infatuation’s savvy assessments of the worldwide food scene earned it a cult-like following. The website’s situation-specific restaurant reviews and guides have made it the trustiest recommendation platform on the internet, whether that’s for dining out with parents or a steamy third date.

The Infatuation’s heart and soul has always been its voice: joyful, witty and exuberant, like a best friend that knows just where to go and what to eat when you get there. Our brand refresh of the platform celebrates this voice in all its colorful, cheeky, eccentric glory.

We partnered with the team at The Infatuation to design a voice-forward visual system for a new era of dining.

Brand Design
Motion Design
Art Direction

Team / Collaborators

Andrew Galloway
Forrest Huu Ta
Ashleigh Bowring
Alex Center
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