Framespan
The biggest framework database int he public sector
Framespan, a go-to directory for framework procurement, approached us for a focused brand lift. Their platform already played a key role in streamlining the B2B buyer journey, consolidating frameworks and simplifying procurement. We came on board as a strategic sounding board to enhance their visual identity and help them connect more meaningfully with the buyers and partners they serve. With a clean and functional brand already in place, they weren’t looking for reinvention. What they needed was energy and character, expressed through a cohesive set of assets that would create greater impact across events, presentations and social channels.
This was a refinement brief with a clear goal: elevate the brand without disrupting what already worked. Framespan’s existing identity had a professional feel but leaned more towards utility than personality. In a category full of lookalike players, that left room to create something more memorable. To do this effectively, we needed to balance consistency and creativity across brochures, event collateral, social content and internal guidelines—materials that would be used to pitch and onboard new clients. We also needed to ensure that any updates would be easy to implement and scale, without adding complexity to their day-to-day.
We started with a collaborative review of key brand elements, working closely with the Framespan team to understand pain points and real-world use cases. Through dynamic workshops and rapid feedback loops, we built a plan that focused on injecting energy into their existing brand visuals. The most immediate shift came from evolving the colour hierarchy—bringing a deep purple to the forefront. This created instant contrast and gave materials a stronger visual signature. Alongside the bolder palette, we introduced illustrated personas and graphic motifs that added warmth and made the offer feel more relatable.
The new assets landed with impact, giving Framespan’s team a stronger presence at events. They are now more recognisable, with clearer messaging and visuals that make it easier to convey their value to buyers and stakeholders. Social content has seen stronger engagement as the refreshed assets cut through in a typically dry space. Internally, the updated brand guidelines have simplified storytelling, sped up content creation and aligned teams around a more characterful identity This shift unlocked the potential that already existed within Framespan’s established brand. The updated identity delivers greater polish, visibility and memorability, along with a clearer sense of who they are. With a refreshed and distinctive identity, they’re now equipped to cut through the noise of the B2B landscape and remain top of mind.
