Frank Key

Long-established and hugely popular family-owned regional builder’s merchants, operating from multiple sites in Nottinghamshire and Yorkshire. A long-standing client, working across every detail from logo and brand, through to clothing design, wayfaring signage and even superstore fit-outs.

In The Building Game

Frank Key wanted to overhaul how it presented itself. Top to bottom. With that new identity starting with the Group logo, and all business divisions. They needed to reference its past, but work better across all likely applications.

Branding. Film & Photography. Signage. Print. Campaign.

STENCIL revamped the brand across a three-month period in 2019. With the project culminating in the concept design and £400,000 fit-out of the Group’s flagship Sheffield branch. Plus bespoke branding across the business’ fleet of vehicles. Additional digital brand guidelines were created to support consistency in the ongoing roll-out.

Newly branded Frank Key sites from all angles – including from the air

Previously lacking uniformity, a new look and consolidated presentation has transformed brand recognition.

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Why Print Works When You’re In The Trade

As a point of delineation, the colour red is used across the Plant & Tool Hire divisions, making it easy to reference for those within the trade and working on the move. The red sits outside of the core-company blue. But with the same stylistic treatment.

Being able to navigate your way around a big and complicated brand like Frank Key, with multiple divisions and sites, is all about making key design decisions early on, and then rolling them out consistently. This also does wonders for brand and product recognition when the physical environment can vary greatly.