• by Fern Siegel , Yesterday

Indie Atlanta agency Frederick Swanston is marking its 25 years in business with a major change — a new name.

The new moniker — Bosun — also notes the transition from founder-led to a staff-powered strategic/creative agency.

“We need a name that represents our whole crew,” says Bill Swanston, founder-executive creative director. “Bosun reflects not just where we’ve been, but who we’ve become and our role for our clients.” 

Naval history is the genesis for the new brand.

Swanston’s grandfather, William Alexander Swanston, captained the USS Pelias, a submarine tender in World War II. As a child, Swanston was given his grandfather’s bosun whistle. In the Navy, a bosun (short for boatswain) is the officer who ensures clear communication, alignment and efficiency among the crew, even in the roughest seas. 

“A bosun’s role is built on trust, voice, and remaining calm under pressure. That’s us. We help clients cut through the sea of noise to connect with people on an authentic, emotional level,” said Swanston.

The new brand identity is present in the logo, nautical-themed graphics and ocean sunset colors to define the agency's voice. It also launched a new tag: Every bold client needs a brave crew. 

The new name reinforces the agency’s long-standing belief that impactful work results from strong, collaborative teams. Many of Bosun’s clients have worked with the agency through multiple chapters and remain with it today. 

Accounts included Gray TV, Verifone, Bassett Furniture and Iberostar Grand.

In addition to the rebrand, co-founder Scott Frederick has transitioned into an advisory role.