The Brandtheon Team

We are a team of highly accomplished branding, licensing, graphic design, marketing, and legal professionals, with an entrepreneurial spirit.

With more than 75 years of experience among us, we have been instrumental in the creation, management, and protection of some of the world’s most venerable brands. Our unmatched collective experience in creating and deploying prominent brands gives our legendary clients a tangible edge in an increasingly crowded marketplace.


Don Gibson

Don has more than 30 years of experience as an attorney, business executive and entrepreneur in the sports and entertainment industries.  He has represented entertainers and athletes in business and in legal matters, and has spent more than 20 years in senior leadership positions with major sports organizations. 

Don has served as Vice President and General Counsel, as well as Senior VP/Acting President, of Major League Baseball Properties, Inc. (MLBP), the division responsible for Major League Baseball’s licensing, corporate sponsorship, special events and marketing.  Following his tenure with Major League Baseball, Don served as Chief Operating Officer of the Naismith Memorial Basketball Hall of Fame in Springfield, Massachusetts.  He was responsible for all day-to-day administration of the institution, including management of the $103 Million new Hall of Fame Riverfront development project. 

Don left his position with the Basketball Hall of Fame to pursue entrepreneurial interests in Los Angeles. He formed his own sports management agency, XL Sports, and then became a principal and co-founder of Section 1, a sports and entertainment consumer products company.  Don subsequently returned to private law practice, joining the law firm Dreier Stein Kahan LLP based in Santa Monica, California as a Partner, heading up the firm’s new sports law practice. He also simultaneously launched and became Chief Operating Officer of Dreier Sports Opportunities, which provided sports marketing and business development services. When both Dreier entities ceased operating, Don launched Kavi Sports & Entertainment, a marketing and business development consulting firm.

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Bill Frederick

Bill has more than 25 years of branding experience, beginning when he co-founded Frederick & Froberg Design Office.  Bill managed the company’s sports branding business including branding programs, communications platforms, web-based brand asset management websites, and a wide variety of communications initiatives for the league offices, team franchises, licensees and other businesses with professional sports interest.  In the spring of 2012, Frederick & Froberg launched Fanbrandz, a specialized firm that provides brand and identity development, brand strategy, marketing and communications tools for professional sports leagues, franchises and their related business partners.

Throughout his career, Bill has developed multi-dimensional style guides, branding programs and brand books for clients all across the professional sports world, including Major League Baseball, National Hockey League, National Basketball Association, National Football League, Major League Soccer, United States Tennis Association, American Hockey League and NASCAR.  His work encompasses league, franchise and event identities, including executions for the Tampa Bay Rays, Toronto Blue Jays, San Diego Padres, Pittsburgh Pirates, Colorado Avalanche and the Anaheim Ducks.  Bill’s event branding programs include over two decades of MLB All-Star Games, World Series event branding programs, and the NHL’s recent additions of the Winter Classics in Chicago, Boston and Pittsburgh, and Heritage Classics in Calgary and Vancouver.  His celebrity identity packages include such icons as Dale Earnhardt and Yogi Berra.  In addition to his work for celebrities in the sports world, Bill works with musical artists to create identities and DVD packaging, as well as special programs for rap artists such as Drake.

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Todd Radom

Todd is highly regarded professionally for his identity systems and marketing across print, video, digital, Internet and social media. Over the course of two decades of work with the NFL, NBA, and Major League Baseball, Todd has created some of the most familiar icons of our popular culture. His work includes the official logos for Super Bowl XXXVIII and the 2009 NBA All Star Game. He has worked with MLB Creative Services to create the graphic identities for scores of franchises and big events. Todd created the identity system for the Naismith Memorial Basketball Hall of Fame and has designed more than 50 franchise and league anniversary logos.

Todd’s graphic design talents have also been applied to a broad array of projects beyond sports, ranging from poster and book jacket design, to apparel design He has worked with both licensors and licensees for 25 years to create artwork for such iconic artists as The Beatles, Pearl Jam and Nirvana. Todd has designed more than 1,000 book jackets for a broad range of authors, including Stephen King, Salman Rushdie and Doris Kearns Goodwin.

Todd regularly appears in the media, most recently on ESPN College Gameday, and NPR. He has been profiled or quoted in many publications, including The New York Times, The Washington Post, Fast Company, ESPN The Magazine, HOW Magazine and Print Magazine. Todd writes about sports branding and uniform design on his professional blog, Radom Thoughts, and also has a popular Twitter feed.

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In addition to our core team, Brandtheon has a wealth of talented resources to execute projects of all scales. We stand for strong relations, smart insight, originality, and efficient delivery.


Some current and past clients include: MasterCard, National Hockey League, National Football League, Major League Baseball, National Basketball Association, Naismith Memorial Basketball Hall of Fame, Drake, Pearl Jam, Nirvana, Stephen King, The History Channel, Nascar, Dale Earnhardt, and Yogi Berra