Framework

Framework is a new brick and mortar wellness space focused on the health benefits of contrast therapy, a practice that involves alternating between hot and cold temperatures. Inspired by his own journey of rejuvenation after a fast-paced career in tech, Framework's founder aimed to create a brand that transcends fitness trends, elevating the simple practice of traditional Nordic sauna and cold plunge from one-off treatments into a routine practice.

Highlighting the radical simplicity of contrast therapy's fundamental elements—hot air and cold water—to visualize the brand, we employed immersive, temperature-inspired gradients that bring the experience to life. The brand strikes a balance between approachability and intellect, creating an inviting environment that communicates the science behind sauna in a simple and straightforward way.

Branding

  • Designed at: Franklyn
  • Creative Direction: Jelle Maréchal
  • Design: Jelle Maréchal, Tess Havas
A wheat pasting poster series with photographs of people in saunas, and contrasting gradients with the caption
Poster of a light blue, yellow and purple gradient to represent the element of
Poster of a dark blue, white and purple gradient to represent the element of
Poster of a orange, yellow, white and purple gradient to represent the element of
Billboard with the Framework logo on it. The composition is divided into two, with a gradient treated photo on one side of someone in the sauna, and a black background with the text
Three different Framework membership cards on a black background.
Person sitting in the desert wearing a black T shirt with the Framework logo on the back.
Metal sign in the dirt/shrubs that reads
Two banners against blue sky with clouds. One has a blue gradient that reads
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