How do we launch our brand across multiple locations?

Involve employees across locations before planning the reveal. For First Names Group, The Frameworks interviewed employees and stakeholders following a management buyout, when the business needed a unifying vision across global offices and siloed teams. The interviews identified people, and the confidence and trust they instilled, as central to the business. That understanding shaped an identity built around employees rather than an identity introduced to them only at launch. Jennie Jewell, First Names Group's former Group Head of Marketing and Communications, credited engagement at every level and location with helping staff feel part of the process before the reveal. Make participation the foundation of a shared launch: involve people across the business and use their perspectives to inform what the brand represents.

Coordinate the employee reveal so that separate locations share a first introduction to the brand. For First Names Group, The Frameworks coordinated launch activity so employees discovered the identity at exactly the same time. Their first exposure was a short film starring colleagues, screened in local cinemas. The approach combined a common moment with recognisable people, rather than treating each office as an unrelated launch audience. Agree the timing, introductory content and local arrangements together so the reveal works as a coordinated event. A 2025 report by Ragan Communications described International combining a headquarters launch celebration, featuring new signage and vintage trucks, with a livestream for employees at other locations.

Put launch materials in employees' hands so the identity is present beyond the reveal itself. For First Names Group, The Frameworks applied the new branding to business cards, launch packs and offices. The visual language featured the actual first names of every employee, while commissioned photography of distinct locations reflected the business's heritage, local pride and commitment to communities. Prepare the materials employees will receive and the surroundings they will encounter as part of the introduction, not as a separate exercise. Keep the connection to people and place visible across those applications, as First Names Group did, so a shared identity also represents local belonging.