Oakscale Franchise Partners

Oakscale Franchise Partners (Previously known Metric Collective) is a franchise sales company with a venture capital initiative. The goal of this project was to merge Metric Collective with one if it’s subsidiary companies, Oakscale to create Oakscale Franchise Partners. To support this shift they needed a new visual identity that captured the company mission of responsible growth and highlighted it’s partners without feeling abstract or distant.

We first created a logo mark that combined the Oakscale mission with its name. We did this in two ways, initially we simplified the original acorn logo into something ownable and then combined it 
with a shield. This integration speaks to Oakscale’s promise 
to grow franchises responsibly, a distinguishing characteristic in the industry. Next we created a dynamic visual identity that refined and grounded brand. This was achieved through a thoughtful yet straightforward logo system that weaves through the entire brand by using a curved edge referred to as the brand shape. We updated the color palette and illustration library to display glimpses of Oakscale’s process, from seed to franchise, as displayed through a vast green monochromatic color system. Finally we developed a set of simplified and technical icons that bring balance the brand, revealing innovation and initiating curiosity or practical stages of franchise growth.