Branding and
art direction
Year
2020–2024
Client
Framework Computer Inc
Brand story, creative direction, and design: Anne Reed
Illustrations: Anne Reed and Gaurav Singh
Motion graphics: Gaurav Singh
Photography: John Bradford, Jimmy Derner, Cam Oden, Billy Yarbrough, and Nick Zurcher
Video: Jimmy Derner and Nick Zurcher
About
Framework’s mission is to remake the consumer electronics industry by empowering people with products that are repairable, upgradeable, and better for the planet.
Core audience
Framework’s core audience consists of computer builders who love to tinker with hardware, but have lacked a streamlined process to do so. Framework is their dream company, offering a one-stop shop for compatible, hot-swappable hardware parts. Best of all, with readily available resources and guides, customizing and building projects is now easier and more enjoyable than ever.
Brand voice and tone
Framework takes a straightforward approach in its brand voice and tone, deliberately choosing to speak plainly and honestly. This means avoiding flowery language, while also not being afraid to hold back on overly technical details. By doing so, Framework maintains an open ecosystem, extending its philosophy of openness beyond the products and into the language itself.
Creative direction
Elevate the concept of repair to stand alongside sustainability as a cultural movement people can rally behind. By using vibrant imagery and imaginative motion graphics, we make repair not only look easy but also fun and engaging. A deliberate shift away from hyper-minimalistic and elite opens up the conversation to a broader audience, making repair feel more inclusive and inviting.
Typography
The Graphik collection’s elegant plainness allows it to transition between being a central design element and a supporting role. This versatility makes it an efficient choice as it can be used for display headlines, body text, and captions.
Photography
The primary goal for Framework’s photography is to accurately showcase the technical details of the hardware. We use props sparingly, and when we do, they are typically Framework parts or products. In lifestyle photography, we emphasize diversity when casting models for shoots and campaigns, as inclusivity is a fundamental value at Framework.
Illustrations and animations
Framework’s brand illustrations are colorful, playful, surreal, and are ultimately designed to spark curiosity and imagination. This style is used to visually represent abstract concepts and features.
