Fraser replaces former LDF deputy director Will Knight, who left to take the role of director at 100% Design.
Fraser, founder of publishing imprint Spotlight Press, has written design books including London Design Guide and Designers on Design, which was co-written with Sir Terence Conran.
He will work across most aspects of the Festival, focusing on ‘marketing, strategy and communications, the wider partner network and thought leadership activity’, according to LDF.
LDF director Ben Evans. Evans says, ‘Max is joining the Festival team at the right time as we enter a new stage in our growth and development.
‘His insight and experienced perspective will be invaluable. Few know design as well as Max and his network, ideas and energy will only strengthen the Festival.’
Fraser says, ‘One thing I want to do is create relevant content that’s the Festival’s own, rather than partnering things.’
He adds, ‘My underlying mantra throughout all the time I’ve been working is making design more accessible to people, which is of course easier said than done. I really think the festival is a time to hold up the beacon for design creativity and it’s an amazing opportunity to continue with my mantra on a deliverable scale.
‘I’m keen to increse the visibility as much as possible – the ongoing difficulty is how to get people who aren’t in design to care about it.’
This year’s London Design Festival will take place from 15-23 September.