Franklin

About the project

Franklin is a global leader in the manufacturing of airline seat upholstery, including seat covers, cushions, and accessories. With an extensive global manufacturing network, their products are utilised by over a billion passengers annually—perhaps you’ve experienced their craftsmanship on your own travels. Franklin’s reputation for quality has positioned them as a key player in the highly competitive airline industry, where they vie to supply their products to major aircraft manufacturers such as Airbus, Boeing, and Bombardier.

As a forward-thinking company with ambitions to solidify and expand their global presence, Franklin recognised the need for a marketing strategy that not only supported their sales objectives but also enhanced their stature within the airline industry. To achieve this, they sought an agency capable of understanding the nuances of their B2B market and developing a suite of tools designed to elevate the Franklin brand above its competitors.

The Challenge

A pivotal aspect of Franklin’s growth strategy was their aim to deepen their market penetration in Europe. However, this goal necessitated a significant shift from their existing US-centric branding. The challenge lay in convincing a discerning board of directors that adopting a European design aesthetic would unlock larger, more lucrative opportunities on the continent and beyond.

To build a compelling case for this shift, we embarked on a comprehensive research initiative, developing detailed personas for each of Franklin’s three primary customer segments: Airlines, Seat Manufacturers, and Design Houses. These personas provided invaluable insights, revealing key preferences and priorities that would inform the brand’s evolution. The resulting insights were not merely actionable but transformative, setting a new course for Franklin’s brand that would position them ahead of the competition for years to come.

Our Solution

After successfully making the business case for a European-inspired rebranding, we began the process of reinventing Franklin’s image to better align with the opportunities on the horizon.

Collaborating closely with Franklin’s senior leadership, we carefully blended the company’s robust US heritage with the sleek, sophisticated design sensibilities favoured in Europe. This strategic fusion resulted in a refreshed brand architecture, one that resonated with both European and international clients, while preserving the core values that had driven Franklin’s success.

The reimagined brand was unveiled through a comprehensive, multi-platform campaign, strategically timed to make a significant impact at the Aircraft Interiors Expo (AIX) in Germany—a prestigious event where the world’s aviation industry gathers to showcase innovation and excellence. The launch was met with acclaim, setting a new benchmark for the industry and signalling Franklin’s readiness to soar to even greater heights.