In 1993, Deb and Craig set out to turn a dream into reality. It was the two of them, their life savings (which wasn’t much) and a passion to make a difference for their clients.
They envisioned an agency where designers and strategists worked alongside each other, and the client was at the center of all that they did. And they hoped to create a culture where a team could experiment and work together to ensure excellence, cultivating the kind of environment where we could challenge each other and grow together.
Today we have an awesome team, amazing clients with whom we’re honored to work and the knowledge that our work does make a difference. Every day.
We are a team of seasoned designers and strategists. We love what we do. Collaborating together and with our clients energizes us. And produces better results. Our goal is to help our clients succeed. When our clients win, we win. Simple. We’re passionate about our mission, work hard to achieve it and have fun while doing it.
Principal and Creative Director
Craig oversees the creative solutions developed by the design team, ensuring that the approach is visually compelling and effective in achieving the clients’ business objectives. He is passionate about the positive impact design can have.
Craig’s career path includes several years of packaging and identity design at a Minneapolis design firm prior to forming his partnership with Deb Fiorella. Some of the larger identity projects Craig has led include the redesign of the Cargill logo and identity, the design of the logo and identity for The Mosaic Company, the design and development of 3M’s Brand Identity System and the Valspar Brand Identity System.
Craig is an active member of AIGA Minnesota and Design Management Institute. His design work has been honored by many industry organizations and publications including American Corporate Identity, AIGA, Creativity, Graphic Design USA and Print. The firm’s work has also been featured in the book Logos: Making a Strong Mark, 150 Strategies for Logos That Last, among others.
Born in North Dakota and raised in Minneapolis, Craig chose the University of Minnesota to pursue his BFA, and Minneapolis College of Art and Design for additional studies. Today, when he’s not reviewing designs or developing concepts, Craig cherishes spending time with his wife, daughter and dog Ginger. He mountain bikes, and enjoys hiking and traveling when schedules allow. He's working on a series of children's books with his wife, Deb Fiorella. He is also working on a suite of fine art prints.
Principal and Strategy Director
Thanks to living in various parts of the United States and Europe, Deb brings a global perspective to building and managing client relationships and brands. She oversees the development of all brand and marketing strategy behind the team’s design solutions for Fortune 1000 organizations and nonprofits. Having worked on the client side for a Fortune 500 organization in the beginning of her career, Deb understands the day-to-day challenges our clients face and ensures that the rest of the team does, too.
Deb’s natural leadership abilities, experience and insights help the team deliver brand strategy and design solutions that often exceed expectations. No wonder clients seek her guidance and expertise time and again!
Born in New York, Deb has called home to many places—including Brussels, Belgium—until settling in Minneapolis after earning a BA in Journalism and Advertising from the University of Minnesota. Her ongoing education in marketing and brand management includes the Yale School of Management AIGA “Business Perspectives for Creative Leaders.” She is a member of and financial advisor to AIGA, the professional association for design, and belongs to Design Management Institute. Deb speaks to industry peers on the national and local level, and regularly educates business leaders in many industries about the benefits of design as a strategic business tool.
In her spare time, Deb enjoys painting, skiing, biking, cooking, reading, traveling and doing fun kid stuff with her husband Craig and their daughter.
With a quick wit, sharp sensibilities and 20+ years in the industry, Todd has led the design development of a number of high-visibility corporate identity systems, publications and extensive print campaigns in addition to comprehensive logo and visual identity systems for 3M, ASV, Minnesota State Colleges and Universities, The Mosaic Company and The Valspar Corporation. Todd’s work has been honored by American Graphic Design, American Corporate Identity, Public Relations Society of America and Logo Lounge. With a BFA in Studio Art from the University of Minnesota and a BS in Visual Communications-Graphic Design from Brown College, Todd’s passion for design and life comes through in all that he does. After his design day is done, we can find Todd hanging out with his family, playing in the band, painting or on the golf course.
Managing all aspects of a project is Dawn’s forte—from client contact, strategy and naming to design development and production—to ensure high-quality, timely delivery. Dawn has managed the development and delivery of comprehensive brand strategies, identity systems, naming and marketing communications for many of our clients including 3M, Cargill, Edmentum, CHS, Questar, Lifetouch, Minnesota State Colleges and Universities, Syngenta, The Mosaic Company and the University of Minnesota. Prior to joining Franke+Fiorella, Dawn worked on the client side and earned a BS in Marketing from St. Cloud State University, so she understands business needs. Dawn is appreciated by team members and clients for her thoroughness, attention to detail and sense of humor. When not strategizing, managing or leading meetings, Dawn enjoys relaxing with her family at the cabin, cooking, gardening or listening to podcasts.
Lori manages all things related to the business and financial side of the firm, from dealing with the myriad of insurance and IRS compliance details to managing accounts receivable and payable. Her acuity for numbers helps us make sure cash is always flowing in the right direction. Thank you, Lori! When not crunching numbers or balancing something, Lori enjoys spending time with her family and appreciating Minnesota’s natural beauty outdoors.
We believe in giving back. In our community and beyond. We support organizations through gifts of time, talent and charitable contributions. And we’re deeply grateful to our clients who’ve helped make it possible. Appreciative of our good fortune, we are committed to paying it forward.
For more than 23 years, we’ve donated through volunteerism, in-kind and monetary gifts to organizations such as:
American Red Cross
Children’s Cancer Research Fund
Children’s Shelter of Cebu
Feed My Starving Children
Kids for a Cause
Little Brothers-Friends of the Elderly
MacPhail Center for Music
Minnesota Public Radio
Ronald McDonald House
Second Harvest Heartland
Sharing and Caring Hands
The Cookie Cart
Wingspan Life Resources