Fox River Execution, LLC (FREX), is an agency broker and dealer, which provides algorithmic trading technology and execution solutions. As FREX prepared to be acquired by SUNGARD, it was important to establish a comprehensive identity and brand strategy. Working with The Gate Worldwide, an international agency, Kellen served as the client side creative to collaborate and facilitate deliverables. In 2010, FREX was acquired by SUNGARD, and operates as a subsidiary of Sungard Data Systems Inc.