The Franchise Association of NZ is the peak body representing the franchising community at government and other industry forums. FANZ had carried the same visual identity for 2 decades and a shift in leadership brought with it a call for the Association to modernise the brand. Brand is a huge aspect to the philosophy of franchising and the time was right for FANZ to lead from the front. Working closely with FANZ we presented a range of brand directions but ultimately settled on an evolutionary path which draws on the existing brand equity, and also gave a respectful nod to the effort built up by past key stakeholders. We developed the visual identity and rolled out collateral, website (due to be released late 2017) and communications templates, and continue to work with them to further develop their brand communications.