Where products begin with people and the truth of their experience.
studio AF helps teams, leaders, and creators to become clear on what matters and to build holistic solutions.
It starts with listening differently, focusing, and allowing for clarity.
Strategy doesn’t need to be loud. It needs to be experienced.
PRESENCE. PERCEPTION. PRODUCT.
PRESENCE. PERCEPTION. PRODUCT.
Services
Catalyst Human: Product Design
The experience is the spark.
Partnering with creative teams to design products grounded in the human experience—translating emotional and sensory insight into offerings that inspire lasting connection and impact.
NOT AVAILABLE AT THIS TIME
Currently, Chief Product Design Officer at the Boston Beer Company.
Perceive & Be: Mentorship
Presence lives in the senses.
Mentorship for creative minds and leaders. Grounded in clarity, guided by presence, designed to turn emotional intelligence into transformational impact.
ACCEPTING NEW CLIENTS
Submit a Story
When did your senses bring you home?
Share a real moment of presence—tender, quiet, or true—when your body showed you something your mind couldn’t. A breath, a touch, a knowing.
Meet our Founder
Annette Fritsch is a product design executive, creative strategist, and founder of studio AF—a sensory-focused coaching and consulting studio that helps people and products come alive through grounded insight and bold clarity.
With over two decades of experience leading innovation and product development, Annette brings a rare combination of strategic thinking, emotional intelligence, and embodied presence to her work with teams and leaders. Her coaching and consulting practice is designed for those ready to move beyond noise, trend, and burnout—toward work that feels honest, aligned, and truly impactful.
She blends the creative and the practical, offering a refreshingly human way to build what's next.
Simply said, Annette puts the AF in studio AF.