New logo and identity for Framework by Franklyn

Framework is a new brick and mortar wellness sauna and cold plunge company. Started by ex Uber-VP Allen Penn, Framework looks to distinguish itself in a competitive marketplace by leveraging the science-backed health benefits of traditional Nordic sauna and cold exposure. While single visits are allowed, their emphasis is on subscription memberships. Their first location opened earlier this year in Nashville, TN, and the flagship Houston, TX, location is opening this fall. Brooklyn, NY-based Franklyn worked on the brand identity, animation and collateral. Inspired by his own journey of rejuvenation after a fast-paced career in tech, Framework’s founder sought to create a brand that cuts through the noise of fitness trends and elevates the simple practice of traditional Nordic sauna a