Frank exists to positively impact lives through better policy and decision-making. With a vision to equip organisations to address increasingly complex challenges, they saw an opportunity to refresh their brand and offering within a competitive market, while reinforcing their values of being kind, rigorous, generous and patient.

Frank needed to clearly define their position in the market and better articulate the full extent of their impact. Their existing structure, centred on policy advice and capability education, lacked cohesion and did not fully express their broader purpose or the value of their collective expertise, particularly in a sector facing ongoing loss of institutional knowledge.

We developed a brand strategy focused on ‘owning the category’, elevating Frank’s wider social purpose of improving policy development. Anchored in a strong proposition of ‘intellectual generosity’, we restructured their brand to introduce a third pillar, community, creating space for policy professionals to connect, learn and grow. This was unified under a new overarching FrankGroup brand, supported by refreshed identities, clear messaging and a visual language aligned to their values. The result is a more cohesive, future-focused brand that clearly communicates their offering and amplifies their impact.