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.
Where things broke down
Execution was where things began to break down.
A strategy would be created, detailed and well thought through, but once it moved into day-to-day operations, it became fragmented. Teams relied on spreadsheets, emails, and manual follow-ups with suppliers. Progress became difficult to track, responsibilities blurred, and momentum slowed.
At the same time, new tools entered the market. Platforms designed to map supply chains, collect data, and generate reports.
They solved one problem, but created another.
They showed data, but they did not guide action.
This left brands stuck between two incomplete solutions. Strategy without execution, and systems without direction.
How The Frank Impact Company & The Chain come together
Why we built differently
We saw this pattern repeat across brands, teams, and supply chains. It became clear that sustainability work was being treated as two separate tracks, when it needed to function as one.
So we changed how we approached it.
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.
That system became The Chain.
From strategy to system
The Chain was designed to handle the work that often gets lost between planning and execution. It allows brands to map supply chains across multiple tiers, track wages over time, manage supplier data, and prepare for requirements like Digital Product Passports.
More importantly, it turns sustainability into something operational. It gives teams a structure they can follow, making progress easier to track and easier to prove.
At the same time, our consultancy evolved. We no longer just deliver strategy. We work alongside teams to guide decisions, interpret data, and ensure the system is used effectively.
Why we changed our name
As the work evolved, so did the need to reflect it properly.
The name The Frank Impact Company represented where we started, but not what we had built. It no longer captured the combination of consultancy and system that defines how we work today.
So we changed it.
The new Frank Co logo
Why the brand looks the way it does
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.
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.