Fraedom, Main Image, Logo

Fraedom - Hogg Robinson Group plc

The freedom of control

Hogg Robinson Group plc, the international corporate services company, wanted help naming and repositioning an expense and travel management company they had previously purchased.

After carrying out a series of workshops and interviews with internal stakeholders and customers we came up with a positioning line ‘Freedom of control’.

A new name ‘Fraedom’ captured this positioning statement and set the company apart in the market.

The introduction of the ash ligature into the logo represented the company’s mantra ‘Always Effortless’.

We developed a visual language based around a core graphic the ‘Freedom Wheel’ which showed their cloud based products working wherever their customers are.