Reigniting the spark for a legacy brand to inspire today’s athletes.

Franklin, a third-generation sporting goods leader and creator of the modern batting glove, partnered with LPK to refocus its identity and enhance its badge value amid a changing sports landscape.

Seeking to honor its legacy while engaging today’s performance-driven consumers, Franklin aimed for a refreshed brand identity supporting its mission: “sports make life better.”

Our team began by refining Franklin’s wordmark for greater legibility, consistency and impact across all channels, creating a cohesive look that enhances brand recognition. This evolved into a comprehensive brand identity system that unified Franklin’s presence across categories, optimized shopability and solidified its market position.

To embody high-performance values, LPK crafted a new brand icon and established a consistent packaging system, ensuring clarity and ease of navigation as part of the Franklin rebrand.

Lastly, we delivered streamlined brand guidelines to maintain brand integrity across all channels. Through this revitalization, LPK has positioned Franklin as a performance leader for professional athletes and an inviting emblem for backyard sports enthusiasts.