FRANK
Frank is a startup that helps people get reimbursed for the diminished value of their vehicles after an accident. Since most drivers have no idea this is even possible, Frank’s brand identity needed to project instant credibility and build trust.
Founded by a claims adjuster from a family of small business owners, Frank needed a distinct voice. I worked with the founder to name the business and establish a straightforward, no-nonsense personality: telling it to folks straight about what their car is actually worth. The brand is inspired by automotive industry tropes across various eras, featuring a color palette drawn from 1950s paint chips and a playful logo rooted in '70s Blippo Bold, with a nod to Floridian tourist culture.
DELIVERABLES
NamingLogo
Brand Identity
Print Collateral