Franklin

About the project

Franklin are one of the world’s leading manufacturers of airline seat upholstery including seat covers, cushions and accessories.  They operate a global manufacturing network and it’s estimated that over a billion people fly on their products each year – maybe you have too.

Their success now sees them compete to get their products on aircraft from world leading manufacturers like Airbus, Boeing, and Bombardier.  As a forward-thinking company, they wanted their marketing to support their sales goals and increase their global standing within the airline industry. They went looking for an agency that would be able to understand their B2B market and develop the right tools to elevate Franklin above their competitors.

Challenge

A core element of their strategy was to push further into the European market but, that would require a repositioning of their US led branding style. To achieve this we needed to convince a vigilant board that a European design style would ultimately lead to  bigger, better opportunities.

As part of the research we developed personas for each of their 3 customer target groups: Airlines, Seat Manufacturers and Design Houses. This led to some game-changing insights which will impact the brand for years to come, placing it firmly ahead of the competition.

Solutions

After successfully demonstrating the business case for change, we set to work on recrafting the company’s image to attract the world-wide growth opportunities to come.

Working at the highest levels within the business, we combined Franklin’s solid US heritage with European design ideals to create a new look and new feel, adjusting the brand architecture to suit the needs of their European & International clients.

The brand was proudly launched by all involved through a multi-platform campaign culminating at the AIX exhibition in Germany.