TYPE OF BUSINESS — PREMIUM BUDGET APARTMENT RENTAL
SCOPE — BRAND IDENTITY
LOCATION — LONDON
DATE — 2021
Frankie Says is a premium budget apartment rental service based in East London which hopes to provide the opportunity for anyone to live the London lifestyle without the London price tag. A new company, they required a full brand identity package which effectively represented their values and will help them to stand out from the crowd.
MICRO GOAL — To create a bold, contemporary yet welcoming brand identity with global appeal that is flexible, scalable and future-proof.
MACRO GOAL — Frankie Says is a premium, budget apartment rental service which is redefining the way people think about travel and staycations by making London accessible to everyone.
KEY BRAND TRAITS — Fun, welcoming, comforting, unique, warm & bold.
Designed at the Looking Glass Design
↑ The Discover Phase. I started with an in-depth discovery phase with their team to establish their goals and agree on the visual direction for the project. Above are the moodboards taken from the 18 page discovery deck shared with the client. It was important to get the client on board and aligned with the visual direction before the design phase, and in the process get them excited about the potential applications of the brand.
↑ The Logo. The primary logo is friendly and welcoming. The flourishing script font feels nostalgic and fun giving a laid back, inviting hospitality vibe. The tagline helps to communicate more about what Frankie Says is as a business and it's welcoming values. The full set includes a variety of stamps and stickers, including the 'location' stamps.
↑ Colour Palette. The colour palette has been designed to be applied flexibly. Each colour has been designed to work well with the others, allowing creativity with combinations.
↑ The Location Stamps. Inspired by the concept of passport stamps or luggage cards, these were designed to be applied to each property to identify which area of London they were based.
☺
