The Frankly Speaking
BACKGROUND
The Frankly Speaking works at the intersection of strategy and sensibility, helping brands navigate the world of scent and sensory culture. Their practice spans brand development, communication and training, with a focus on creating meaningful narratives for contemporary perfumery and sensory experiences.
LOCATION
Dubai
SCOPE OF WORK
Brand Identity
Brand Strategy
Creative Direction
Art Direction
Website Design Direction
Content Creation
THE CHALLENGE
The Frankly Speaking required a brand identity that captured their sophisticated yet unconventional approach to sensory branding. The challenge was to express their unique balance of analytical precision and creative intuition, positioning them as thought leaders in strategic brand development and the cultural discourse around scent.
THE SOLUTION
The identity balances refinement with innovation, echoing TFS’s dual nature: strategic yet imaginative. A sophisticated serif logotype conveys authority and precision, while a minimalist ‘TFS’ symbol introduces modern directness. A monochrome palette – rooted in the Latin origin of perfume, per fumum (“through smoke”) – suggests the ephemeral qualities of scent.
Abstract, fluid key visuals extend the system, evoking sensory experiences through ethereal textures and dynamic silhouettes. Created via tightly directed AI processes, these compositions convey both control and creativity. Together, the elements form a cohesive visual language that communicates expertise while retaining an air of intrigue, positioning TFS as a forward-thinking leader in sensory brand consultancy.
