How do we unite our businesses under one brand?

Find what connects the businesses through stakeholder research, rather than treating common ownership as sufficient grounds for a shared identity. Look for the relationships, working practices and sources of trust that people recognise across the organisation.

For Everywhen, The Frameworks' stakeholder research identified relationships and trust at the heart of a complex business, with people working closely with clients and communities. That understanding informed creative workshops and the development of the Everywhen name.

For First Names Group, a management buyout left a globally distributed business needing a unifying vision that employees, prospective clients and investors could support. The Frameworks interviewed employees and stakeholders and found that people, and the confidence and trust they instilled, defined the business. Use stakeholder interviews to identify a credible basis for unity before deciding how the group should present itself.

Define a shared promise that explains the businesses' collective value without reducing their different capabilities to a vague statement. Ground the promise in what the businesses contribute and why that contribution matters to customers.

For Wates, The Frameworks brought the purpose "Reimagining places for people to thrive" to life through a brand platform and a flexible verbal and visual identity. The purpose gave a diverse construction and property business a single promise to unite behind.

For Teledyne Healthcare, The Frameworks connected technical expertise and resources with a consultative approach to customer partnerships. The tagline "Technology for every step of the patient journey" expressed the breadth of the businesses' contribution while balancing innovation and humanity. Use that approach to connect specialist capabilities to a shared customer benefit, rather than simply listing everything the group offers.

Build a flexible identity system that translates the shared promise into repeatable messaging formats, visual devices and practical usage guidance. Keep recognisable elements consistent while allowing different capabilities and customer contexts to come through.

For Teledyne Healthcare, The Frameworks developed three messaging formats, including "Your technology partner for...", lines revealing the technology behind healthcare advances, and verbs describing stages of the patient journey. A gradient device used blue and yellow from Teledyne's palette, with the colour balance signalling a more human or technical emphasis. Four bespoke blend assets and usage guidance enabled the in-house team to create fresh, on-brand content.

For Everywhen, The Frameworks used a shield representing protection, continuity and connection across photography and custom iconography, alongside a refined serif wordmark developed with Dalton Maag. The practical principle is to define reusable verbal and visual elements, rather than require every communication to look and sound identical.