Helping teams create clear, accessible and straightforward digital products that put users at their heart.

About Frankly

Frankly was founded in 2020 by content design and design systems consultant, Amy Hupe.

Through Frankly, Amy partners with trusted organisations and freelancers to provide a rounded and reliable service.

What we do

We specialise in content design, content strategy, and design systems.

Whether you’re a small business, a charity, or a large organisation, if you need help with one of these areas, we’d love to work with you.

Content design

Whether you’re looking to improve an existing product or create a new one, we’re available for short-term content design projects.

We design content that’s findable, clear, and delivers genuine value to your users.

Design systems consultancy

We’ve worked on design systems for a number of teams including GOV.UK, the BT Group, Springer Nature Ltd and Babylon Health.

We’ve delivered conference talks, spoken on podcasts and written articles on the subject of design systems and patterns.

If you need advice on setting up a new design system, reinvigorating an existing one, or dealing with a thorny design systems challenge, we offer consultancy and coaching sessions to support you through the process.

Can’t find what you need?

If you need help with something we haven’t mentioned, let us know. We’re happy to chat.

Even if we can’t help you, we’re pretty well-connected. We’ll try to put you in touch with someone brilliant, who can.

Who we’ve worked with

We’ve earned our stripes working on digital products and design systems for some of the very best organisations and teams including:

  • Government Digital Service
  • Springer Nature Ltd
  • NHS
  • Babylon Health
  • Which?

Our ethos

To be “frank” means to be open, honest and direct.

If you’re looking for visionaries, revolutionaries, innovators, disrupters, trailblazers, groundbreakers, trend setters, game changers, troublemakers, shaker uppers, fast movers and thing breakers, we’re probably not for you.

Frankly is not just our name, it’s how we operate.

We think the web should be simple, straightforward and open to everyone.

We remove complexity wherever we can, aiming for clarity and usability above all else.

We prioritise projects that make a positive difference to people’s lives.

We strive to be fair, inclusive and socially-responsible in the work we do.

Let’s talk

If you’re interested in the support we offer, we’d love to chat.

Email us at