London [February 18, 2015] – Franke is redefining and unifying its brand image under the ‘Make It Wonderful’ global campaign.
Franke is a world-leading provider of solutions and equipment for domestic kitchens, residential baths, semi/public washrooms, professional food service and beverage preparation and delivery. To date, all of its industry-leading businesses were marketed separately. However, in order for Franke to move forward collectively as a brand, this needed to change.
gyro London was appointed to create a strong go-to-market brand proposition for Franke that centered around one coherent idea. It also needed to drive brand awareness among Franke’s customers, distinguish itself from competitors by approaching customers in a fresh, inspiring and emotional way, and give Franke employees an identity to rally around.
Bearing that in mind, the creative minds at gyro decided to focus on the magic that Franke products bring to every environment they live in – understanding that Franke, at its core, is a company that makes products for people, not to fill places and spaces. And with equal doses of imagination, creativity and inspiration, the ‘Make It Wonderful’ platform was born.
To bring the ‘Make It Wonderful’ vision to life, eight internationally renowned artists – Victo Ngai, Shan Jiang, ilovedust, Amaia Arrazola Otaduy, Steve Simpson, Am I Collective, Gabriel Picolo Bertasoli and Christopher Martin – were commissioned to create inspiring and whimsical illustrations that demonstrated key values of the Franke brand. These hand-drawn illustrations would also show how Franke products directly inspire everyday moments, and turn them into something wonderful.
From the whimsical visual of a family baking ginger bread cookies using a Frank Crystal Oven, to the buzz of a fast-food restaurant, each illustration successfully captures the essence of how even mundane moments can be made wonderful using Franke products.
The illustrations are now being used across Franke’s digital properties, corporate design, packaging, print ads, trade shows, shop displays and more. The campaign will be rolled out globally throughout 2015 in many different countries.
“Too often emotion is ignored in our space, but our products exist in some of the most intimate of spaces,” said Renato di Rubbo, Chief Marketing Officer of Franke. “We are encouraging our customers big and small to make those spaces wonderful.”
“Make It Wonderful are three simple words that became a powerful visionary statement for the brand,” said Mike Shackle, Executive Creative Director of gyro London. “The campaign has proven to bring a unifying vision tool to the business and a sense of human relevance to its customers.”
Franke is a world-leading provider of solutions and equipment for domestic kitchens, residential baths, semi-/public washrooms, professional food service, and beverage preparation and delivery. The Group is globally active with 8,900 employees working in 37 countries, generating revenues of CHF 2.1 billion. www.franke.com
As a global ideas shop, our mission is to create ideas that are humanly relevant. gyro is the 2014 BMA Global B2B Agency of the Year and an Advertising Age Top 50 Agency. gyro also serves as Global Marketing Advisor to FORTUNE. Our 600 creative minds in 14 offices work with top companies including BlackBerry, Cars.com, DuPont, eBay, FedEx, HP, John Deere, SAP, Tate & Lyle, TD Ameritrade, Time Inc. and USG. www.gyro.com