How do we connect our heritage to our future?

Define the thread connecting past and future before developing individual stories. Establish what is changing, how the organisation's heritage relates to that change and why the next stage matters. For Wimbledon and IBM, The Frameworks needed to bring together Wimbledon's history, digital transformation and an update with far-reaching implications for the future of sport. The task was to make an expansive narrative coherent, rather than treat each subject separately.

Heritage can also limit how audiences understand a business. In its brief for Tata Technologies, The Frameworks identified a gap between the company's automotive engineering legacy and its broader capabilities in digital transformation, product development and end-to-end engineering. A 2025 survey by Wynter found that 14% of surveyed B2B SaaS marketing leaders at companies with revenue above $50 million identified confusion caused by brand evolution as a messaging mistake. Make the relationship between established strengths and changing capabilities explicit.

Hear from the people closest to the change, and give them time to explain their experience in their own terms. For the Wimbledon and IBM campaign, The Frameworks identified IBM and AELTC team members closest to the story, then worked with production partner Content is King to record interviews remotely during lockdown.

Director Trey Farley treated the opening minutes before formal questions as time to build a connection. Details in contributors' homes, including artwork, pets and trophies, offered natural starting points for conversation. His account describes a strong sense of pride among both the AELTC contributors and the IBM team working on the Wimbledon partnership.

Use the same approach to find more than a factual account of organisational change. Select contributors for their firsthand knowledge, establish rapport before questioning and listen for the understanding and personal commitment that give a transformation story its human perspective.

Match historical material to the story's themes so archive assets and interview testimony explain the same change. For Wimbledon and IBM, The Frameworks planned an overarching campaign film split into five shorter, shareable videos, or "sets". Creative Director David Alexander reviewed 31 years of Wimbledon material, including photography, video, team-recorded footage, past websites, documentation and old team photographs. He organised potential assets into categories aligned with each shorter video's theme.

Content is King editor Emma Rasmussen also reviewed the archive and arranged material into themes for quick retrieval. Early interview transcripts allowed The Frameworks team to highlight contributions vital to each set as she worked through five hours of interview footage and B-roll.

Use thematic organisation to connect historical records with what contributors say about change. A shared structure gives both the overarching story and its shorter versions a clear relationship between past achievements and the developments being explained.