Frank Goodness

Frank Goodness is the place “Where Happy Lives.” Featuring works by artist Janie Ledford, the Greensboro, NC shop breathes life into inanimate objects through handmade goods and curated finds. They embrace the funk, the silly, the cool and the sparkling. Frank Goodness creates to delight without boundaries, with a serious affinity for Crayola and a hankering for nostalgic design. They sprinkle joy into every collection and strive to bring out the kid in you. Frank is Janie’s son and the source of inspiration for this brand, and she is on a mission to share that youthful perspective with the rest of the world. 

SCOPE
Logo & Brand Identity
Brand Strategy
Positioning & Messaging
Merchandise Packaging
Print

Why are we doing this?

After a productive kick-off call and a thorough brand strategy process, we were able to create a Discovery Deck that would serve as our guide throughout the rest of the design-build. In the beginning, we identified current pain points Janie was experiencing, how she wanted her brand to look, speak, feel and interact with her audience. We defined her ideal consumer and set up tangible benchmarks to let us know how we could measure if our rebrand proved to be a success. With our target now in clear view, here’s what we set out to do:

-BOLDLY Communicate brand values

-Create buzz and excitement within the local NC art market community

-Lean into eclecticism, quirk, and fun

-Spark feelings of joy within the consumer

-Amplify unique brand voice through messaging

-Create a strong, bold foundation to grow the brand

-Create a hippy-trippy throwback brand that still feels modern in today's world

-Develop an identity suite that was more legible and versatile

-Make something Lisa Frank would be proud of

-Disrupt minimalism design trends with maximalism and nostalgic pieces

-Bring out the kid in others

What FG is:

-Funky
-Fresh
-Stylish
-Joy-Inducing
-Nostalgic
-Experimental

Creating a Nostalgic Brand that Lives On

With Janie’s help, Origin reimagined the Frank Goodness brand and created an unmistakable and memorable brand identity system that is versatile and embraces her unique core values. We started by repositioning the brand’s messaging, giving it life and context through a fitting tagline and brand voice. Then, we dove into creating a logo suite and identity system that encourages others to play through the use of bold and bright graphics, colors, and typography. This rebrand allowed Frank Goodness’s creativity to flourish and serve as a strong foundation for the brand to evolve and grow over a long period of time.