Why We Had to Change How We Show Up - Our re-branding journey
Sustainability in fashion has changed, and it has done so quickly. Not long ago, the focus was on intention. Brands wanted to understand their supply chains, define their values, and figure out what responsible production could look like.
Today, the expectation is different. Brands are no longer asked what they plan to do. They are asked what they can prove.
Regulation is tightening. Reporting is becoming more specific. Internal teams are under pressure to move from ideas to evidence. The conversation has shifted from ambition to accountability.
Our old logo
Where we started
When we first started, we showed up as The Frank Impact Company. The name reflected the work we were doing at the time. We helped brands define their approach to sustainability, build strategies, and set direction.
That work mattered. But over time, a pattern became clear.
The challenge was not a lack of strategy. Many brands had clear plans and strong intent. The problem was what happened after those plans were delivered.
Why we evolved
Sustainability expectations have changed quickly.
Not long ago, brands were primarily focused on defining sustainability goals and building long-term strategies. Today, the conversation looks very different. Brands are no longer only asked what they plan to do. They are asked what they can prove.
As regulations tighten and reporting requirements become more detailed, sustainability has become increasingly operational. Teams need clearer systems, stronger supplier visibility, better data management, and practical ways to track progress across supply chains.
As our clients’ needs evolved, so did the way we supported them.
What began as sustainability consultancy expanded into something more connected: strategy, supplier engagement, supply chain mapping, wage analysis, data management, and Digital Product Passports working together in one system.
That system became The Chain.
Today, The Frank Co combines consultancy with technology to help brands move from sustainability ambition to operational action through clearer systems, practical implementation, and data brands can stand behind.
How The Frank Impact Company & The Chain come together
Why we built differently
The Frank Impact Company reflected where we started.
In the early stages, our work focused on helping brands define sustainability strategies, set priorities, and build direction. But as sustainability became more measurable and data-led, the work naturally expanded beyond strategy alone.
Brands needed more than recommendations. They needed connected systems that could support implementation across day-to-day operations.
We began helping brands manage supplier data, map supply chains across multiple tiers, track wages over time, prepare for Digital Product Passports, and create structures capable of supporting long-term sustainability goals.
That system became The Chain.
The Chain was built to support that shift.
Together, The Frank Co and The Chain create a connected approach that brings strategy and implementation into one system.
Instead of separating thinking from doing, we built a way to connect them. Not by adding more advice, but by creating a system that could carry the work forward in a structured way.
Why the brand changed
The rebrand was not about becoming something different.
It was about creating a clearer identity for the work we had already grown into.
The Frank Co represents the consultancy, strategic thinking, and hands-on guidance behind the work.
The Chain represents the platform powering implementation, traceability, supplier engagement, and data management.
Together, they reflect a more connected way of helping brands approach modern sustainability.
The new Frank Co logo
THE IDEA BEHIND OUR NEW LOGO
The new identity is built to reflect how we think and work. Every element has a role.
Cream creates space and clarity. Espresso replaces black, giving contrast without harshness. Flame highlights what matters and signals action. Fuchsia marks The Chain, separating the system from the consultancy without needing explanation.
Even the dot is intentional. It acts as punctuation, giving weight to statements and reinforcing a direct, clear way of communicating.
We naturally started referring to ourselves as The Frank Co. long before the rebrand. It became part of how clients, partners, and the team spoke about the business, so making it official felt like the right step.
The goal was not to add complexity, but to remove it. A brand that feels structured, visible, and easy to understand.
The Frank Co.
We are now The Frank Co.
This is not a new direction. It is a clearer version of what we have been building. A consultancy built with its own system. A way to connect strategy and execution so brands can move forward with confidence.
Brands such as OMNES, Rat & Boa, GANNI, and Black Pearl are already using The Chain to track supply chains, analyse wages, and prepare for regulatory requirements.
Not as a story, but as data.
What this means going forward
Sustainability is no longer something brands can describe in broad terms. It is something they need to demonstrate, measure, and stand behind.
That shift requires clarity, structure, and systems that actually work.
That is why we changed how we show up.
Because the industry has moved forward, and we needed to reflect that.
“Impact you can prove. Sustainability, frankly.”
These are the words we now live by.
Visit www.thefrankco.com to read more.
Who is The Frank Co.?
The Frank Co. is a sustainability consultancy for fashion and accessories brands. It combines hands-on human expertise with its own technology platform, The Chain, so brands get both the data and the direction to act on it.