400 W. Cesar Chavez
Austin, TX 78701
+1 512 382 3580
1615 M Street, NW
Washington, DC 20036
+1 202 909 4900
general business inquiries
Branding & Identity
Interactive and Web
Wayfinding and Signage
Herman Ellis Dyal, FAIA
Principal and Branding & Graphics Director
Herman Ellis Dyal, FAIA, is a Page principal and co-leads the Branding & Graphics consulting service. He brings nearly 40 years of experience as a design strategist, an architect and a graphic designer along with an established domestic and global client portfolio. His award-winning work has been featured in major design and architecture publications.
His team creates design and communication strategies, as well as integrated solutions in the areas of branding and identity, experiential graphics, interactive and web, print, signage and wayfinding, and wayfinding technology.
His extensive experience in architecture positions him and his team to offer architectural and placemaking visioning services, creating overall design vocabularies that help developer clients hone in on the possibilities, character and nature of a project before an architect is selected.
His work on The Mosaic District, a LEED Silver certified urban neighborhood developed by EDENS outside of Washington DC, won an American Planning Association (APA) Chapter Award as well as two gold International Council of Shopping Centers (ICSC) awards for design and sustainable design. Other examples of award-winning work include the brand identity for the historic Washington on the Brazos State Park, which was a HOW International Design Award recipient, as well as various materials for the University of Texas at Austin School of Architecture that have won two Graphis annual awards.
In 2010, the body of Herman’s work was acknowledged with one of the highest honors that can be bestowed upon an architect: elevation to the College of Fellows of the American Institute of Architects. The Jury of Fellows cited his “notable contributions to the advancement of the profession of architecture.” This included service as a Visiting Artist at the University of Houston. a Visiting Critic at Rice University, and guest lecturer and presenter at various schools and conferences.
Prior to Dyal and Partners, Herman was the Design Principal and CEO at fd2s, a firm that he co-founded in 1985.
His early career includes positions at the Houston office of Skidmore, Owings & Merrill (SOM), and the New York office of Philip Johnson and John Burgee Architects. Herman received his Master of Architecture degree from Tulane University and Bachelor of Architecture degree from The University of Texas at Austin.
Herman is jointly responsible for formalizing the availability of graphics and brand services to all Page clients, integrating graphic design services into project work and expanding the Page value chain. Additionally, his team offers branding and graphics as a consulting service to other industries. Before Herman joined Page, he and the firm were members of several project teams for different clients.
Carla Fraser, MPA
Principal and Branding & Graphics Director
Carla Fraser, MPA is a brand strategy and cultural change management expert.
Working with clients to forge a new identity is the type of problem–solving that is highly dependent on careful listening and recognition and respect of stakeholder interests. Before a design solution can be launched as the organization’s public face, it must be authentic to the culture and embraced by key sponsors in the organization.
Carla is co-lead of the award-winning Branding & Graphics consulting service, a group with many successful re-branding projects under its belt.
Previously, Carla was co-lead at Dyal and Partners which was acquired by Page. There, she also oversaw the development of visual identities and brands for high profile clients, which can be expressed via wayfinding systems, architectural graphics and signage, exhibits, retail design, and experiential spaces across a wide range of client industries.
While Carla does work on Fortune 500 client accounts, the ones that mean the most to her are those with missions to improve lives, such as healthcare, educational and cultural entities. Those values synch perfectly with the Page vision of design that makes lives better, and the firm’s six core market sectors. Carla is careful to ensure that her work reflects clients’ authenticity while improving their visibility.
Her ability to gain clients’ trust is supported by two-plus decades of experience in the corporate, government and non-profit sectors. This understanding of industry perceptions, challenges and competitive actions allows Carla to develop custom solutions that truly meet clients’ needs. The awards that her projects have won help prove the effectiveness of her approach.
She received a Master’s of Public Affairs from the LBJ School at the University of Texas at Austin, which is the public sector equivalent of an MBA. Her graduate studies concentrated on public policy and organizational change. Carla also received a Bachelor of Arts from the University of Texas at Austin College of Liberal Arts.
Additionally, Carla stays abreast of evolutionary changes in the design industry through membership in key associations such as AIGA, a professional design organization; the Society for Experiential Graphic Design (SEGD) and Organization Development (OD) Network.
Carla is jointly responsible for formalizing the availability of graphics and brand services to all Page clients, integrating graphic design services into project work and expanding the Page value chain. Additionally, her team offers branding and graphics as a consulting service to other industries. Previously, Dyal and Partners and Page were members of several project teams for different clients.
Selected Current and Previous Dyal Clients and Associations
Architectural Engineers Collaborative (AEC)
Ardent Residential, Austin
Auchan Europe, Warsaw
Barnes Gromatzky Kosarek Architects
Blanton Museum of Art
Bose International Architects
Celmark/Solove, Columbus, Ohio
City of San Antonio
Dell Medical School / UT Austin
Edens, Columbus, SC and Washington, DC
Good Fulton & Farrell Architects, Dallas
Grace Dickerson Marketing Consultancy, Denver
H-E-B, San Antonio
Hemisfair Park, San Antonio
HKS Architects, Dallas
J.J. Pickle Research Campus / UT Austin
Kendall/Heaton Associates Architects, Houston
KUT Public Radio, Austin
Lawrence Group Architects, Austin
Mahan Rykiel Landscape Architects, Baltimore
Marmon Mok Architecture, San Antonio
Mill Creek Residential
Misuma Holdings, Los Angeles
Moody College of Communication / UT Austin
Nelsen Partners Architects, Austin
Office of James Burnett Landscape Architecture
Pelli Clarke Pelli Architects, New Haven
People’s Community Clinic, Austin
RedLeaf Properties, Austin
San Antonio Museum of Art
School of Architecture / UT Austin
Seminary of the Southwest, Austin
Sixthriver Architects, Austin
SOM (Skidmore, Owings & Merrill), Los Angeles
Sonae, Lisbon / Sao Paulo
Stonelake Capital Partners
Studio 8 Architects, Austin
SWA Group, Houston / Los Angeles
Ten Eyck Landscape Architects
Texas Society of Architects
The University of Texas at Austin
Trademark Real Estate, Fort Worth
Two Twelve, New York
Washington on the Brazos State Park Association
White Lodging, Indiana
Wittliff Collections, Texas State Univ, San Marcos