Framework Studio

In 2019, Framework Studio’s recent expansion into France and Ibiza was faced with a disconnect between their current image, and the image that they wanted to project.

So, they reached out to PRLab looking to achieve the right presence in other cities and brand recognition in the design industry.

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In order to rebuild Framework Studios brand, we needed to understand what their end goal was.

We conducted video and in person interviews with Thomas Geerlings and his team and analyzed their previous press coverage, website, social media, and the inspiration behind their projects, new and old.

The Golden Circle (The What, How, and Why) was crucial to this stage, as it allowed us to examine the ethos of Framework’s current brand positioning.

Achieving clarity on the beliefs and purposes of the brand allowed us to successfully share their story.

To do this, we planned a Branding workshop, which was comprised of three interactive exercises that promote freethinking about the brand, as well as encouraged its participants to envision their own place in the company.

In this stage, we had the design-thinking workshop at George Marina, a restaurant designed by Framework Studio, with their team and went from their current Golden Circle into their future Golden Circle.

The next step for us was to build Framework’s Brand Manifesto and redesign their website. Framework’s innate love for unconventional beauty, meaning, and improvisation is the backbone of its vision, and we wanted to emphasize that in 10 key stories about their projects and what inspired them. This would be the foundation for their visual and communication strategies. Consistency in storytelling was a big part of the website redesign.

The goal here was to keep their current structure, while adding a new layer of content that was aligned with the new concept and manifesto in order to create a new digital experience.

Senior Designer, Framework