Fraszek Group
A family electrical firm from Wieluń with a brand that trains tradespeople and wins grants
About the project
For generations the Fraszek family has done electrical installations. Today they also cover photovoltaics, HVAC and automation, and run their own training centre with EU funding. We started with a strategy workshop, then refreshed the mark and built the Fraszek Group brand architecture with a 26-page brand book.
(Challenge)
The company traded as INSTEL and as Grupa Usługowa Fraszek, while air conditioning and training grew alongside. It needed one parent brand that could hold every service.
01 / 03(Scope)
- Strategy workshops. The brand in three words, SWOT, three personas and a 20-year development roadmap
- Competitor research and a refresh of the Fraszek Group mark
- Brand architecture. Fraszek Group with the service brands Cool Air and Instel
- A 26-page brand book. Colours, typography, letterhead, business cards, HTML email signatures, proposal template
- Social media templates for Instagram, Facebook, YouTube and LinkedIn
- Company presentation and banner
- Beer label
- Concept for a reference film from the construction of a passive preschool in Dzierżoniów
- Social media promotion for the light-up of the Zugil office building on 6 December 2025
(Result)
The company has one name, a refreshed mark and a brand book used by the team, the printer and every subcontractor.
03 / 03pages in the brand book
personas from the workshops
brands in the architecture
social media channels with templates
Before
and after
Drag the slider. This is how the brand looked before it came to us, and how it looks today.
The mark
Before the refresh, the symbol was made of thin strokes in a sharp-cornered square, and the name was set in two different typefaces. Now it has a heavier line in a rounded square, the brand blue and a single typeface. The mark reads clearly on a business card and on a facade.
BeforeAfterFrom workshop
to mark
Before we touched the logo, we ran a strategy workshop with the company. The mark had to speak to a factory engineer, a family renovating their home and a wholesale buyer.
Workshops
The brand in three words, a SWOT analysis and three personas. An industrial engineer, a homeowner deciding on a renovation and a buyer at an electrical wholesaler.
Research
A review of websites and logos in the electrical industry. Most of them look the same. A hard hat, a cable and a 24h emergency line. That was the chance to stand out.
Mark refresh
We kept the recognisable symbol and the colour scheme. The long “Grupa Usługowa Fraszek” became a short FRASZEK GROUP.
Architecture
Fraszek Group as the parent brand, Cool Air and Instel as service brands. Four linking options to choose from.
Group colours
Each business line has its own accent on a shared graphite background. Blue for electrical, cool grey for industry, green for renewables.
System
Blue and graphite, Archivo type, the slogan “We'll light up your space” and a full set of templates, all set down in the brand book.
Brand
book
Logo, variants, mark construction, clear space, colours, typography, letterhead, business cards, email signatures, proposal template and social media. 26 pages for the team, the printer and every subcontractor.
Reference
film
Fraszek Group did the installations and photovoltaics at a passive preschool in Dzierżoniów, which we filmed for the municipality. From that footage we proposed a reference film for contractors about a building that saves energy and produces its own.
Brand
in use
Service vehicles, the facade, ID badges, clothing and social media, all from one system. The post templates are ready for the team to fill in.
The Great
Light Show
A marketing event we supported, lighting up the largest building in Wieluń, the Zugil office building, on 6 December 2025 at 19:00. We promoted it on social media with posts and stories carrying the Fraszek Group logo.
