frog50: Decades of Innovation
frog design
2019
Marketing, Editorial Design, Social Media Design, Installation, EventIn celebration of frog’s 50th anniversary, the global marketing team launched frog50: Decades of Innovation, a campaign designed to honor the company’s design heritage while looking toward its future. The anniversary served as both a retrospective and a visioning exercise, framing frog’s story through the lens of orientation and directionality—looking back, looking forward, and imagining what lies ahead.
The campaign unfolded as a multi-channel experience: a quarterly publication, filmed interviews with frog founder Hartmut Esslinger and first CEO Patricia Roller, global studio exhibitions, and interactive digital activations.
We framed the campaign around the concept of orientation and directionality. This guiding principle influenced editorial design, visual identity, and spatial storytelling—everything from typography to exhibit layouts evoked the tension between past and future.
Quarterly Publication The campaign launched with a special issue of frog’s Quarterly, featuring a transcript of interviews with Hartmut Esslinger and Patricia Roller. Editorial layouts emphasized movement and reflection, with spreads that mirrored forward-looking and retrospective perspectives.
Global & Interactive Exhibitions
Studio exhibitions featured: A curated product gallery highlighting five decades of frog design, a historical timeline wall tracing key moments in design history, an augmented reality installation, allowing visitors to unlock interactions via the frog50 app, photography, interactive screens, and large-scale typographic installations.
Outcome frog50 successfully reintroduced frog as a timeless yet forward-facing design leader. The campaign engaged employees, clients, and global design communities, positioning frog as both a steward of design history and an innovator shaping the next era.
The physical-digital blend of exhibits, print, and interactive content deepened audience engagement, while the app created new opportunities for immersive storytelling. Ultimately, frog50 became a living archive of frog’s ethos: form follows emotion, and innovation is always human-centered.