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A seamless luxury brand. 

We delivered:

Brand strategy, naming, visual identity, print design, website design & build.

Franklin stationery
Franklin letterhead
Franklin business card

Our approach

We created a distinctively British luxury brand showcasing Franklin’s seamless offer to Ultra High Net Worth Individuals.

Our brief

Franklin London facilitates the lifestyle of Ultra High Net Worth Individuals, offering everything from household management to organising a private jet for a beloved pet. We developed a luxuriously distinctive brand identity that communicates Franklin’s remarkable offer, then brought it to life on and offline.

Brand strategy

Though a combination of brand workshops and our own research, we identified two key elements as being fundamental to Franklin’s DNA: an unmistakably British approach and an unparalleled ability to enable a truly seamless lifestyle. The resulting brand idea, ‘Distinctively Seamless’, provided rich territory that would resonate with its highly discerning audience.


Naming & visual identity

We recommended the use of the founder’s family name as a way of imbuing the brand with heritage and luxury cues, reinforced through the ‘London’ suffix. The visual identity features a hand-drawn logotype where the characters flow harmoniously into one another. Supporting collateral features a ‘seamless gradient’ alongside unusual yet luxurious print finishes.


The brand idea is brought to life online though a responsive website featuring a distinctive, yet highly fluid user experience. The website is supported by a custom CRM designed to enable Franklin to deliver on its promise at every stage of the customer journey.