Peters Fraser + Dunlop

Peters Fraser + Dunlop is one of the longest-established literary and talent agencies in London. Their client list is a testament to almost a hundred years of long-term vision and creative excellence.


We were approached by PFD to create a new website after creating “The Young Writers Award”website (commissioned by PFD, The Sunday Times and Warwick University).

We were asked to simplify and unify a sprawling sitemap, create a fresh engaging, timeless design ahead of their competitors and a more user friendly layouts on the backend for staff members to easily update.

A key objective was to find more intuitive ways to link authors, books and agents.

Through our exploration of the company structure, workflow and target audience revealed the need for a completely new architecture which could showcase the dynamic, personality driven nature of PFD’s business and serve the needs to the two types of users we identified.

Applying insights from our research we established an Agent-Client-Publication ‘triangle’, which elevated Agents to the same status as the Client they represented.

We identified two user personas: Those looking for information about a client or their work and those looking for representation.

“We absolutely loved working with &Agency. They’ve delivered a beautiful, functional and easy to use website. The whole process from start to finish was a pleasure. We especially appreciated the effort they made to really understand our industry and the specific needs of our company, while also taking the time to build something that reflected the character of the business and the people who work here. They kept us updated about every step of the process, while providing strong creative and technical direction. From day 1, we felt that were in safe hands and could not be happier with the finished product in both look and functionality.”

Marilia Savvides, Literary Agent, PFD


  • Website design
  • Website development
  • Digital strategy
  • Brand consolidation

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