42 You’ve BEEN FRAMED Roger Felton, Founder and MD of Differentiate Design (trading as Pop-up Frames) talks to Craft Focus about shaking up the framing market with these practical and affordable options Who founded the company and why? How has the company evolved? What do you specialise in? Pop-up Frames is the brainchild of myself, an established creative professional with a long career in graphic design, advertising and print production in addition to running my own awardwinning creative agency for over 25 years (FeltonWorks - formerly Felton Communication) with around 15 full-time staff and annual turnovers of up to £2m. Around 2017, my wife was starting on her artist journey which initially included selling sketches at local art fairs. She remarked how frustrating it was to have to spend more than £20 on framing these pieces and therefore having to price over £50 in order to make any money. So we started to think about a cheaper solution, even if only a temporary frame to display her art works. As the idea grew so did the possibilities and our attention turned to affordable and versatile framing for all manner of items. When our three children started university, they realised that students bought posters but couldn’t afford to frame them. Ordering photo prints and tiles online was becoming more affordable and more popular but again framing them was too expensive. As part of the development, we’ve donated frame kits to a local school for their GCSE show, to a local village fete for a children’s art competition and a rugby club to frame up all the Minis’ end of season certificates. The affordability of framing anything and everything from posters and album covers to 3D stuff like craft and origami spurned the mission – to encourage the world to fill their walls with ALL the things that make them smile – from memory boxes to walls. Not only did we successfully go on to create a design that ticked the affordability, versatility and quality boxes, we also successfully achieved international patents and trademarks on the concept. The product is attracting increasing interest and excitement from
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