Manual
We Folk
We Folk
We Folk
We Folk is a London-based artist management company representing a select group of exceptional visual artists. Positioned at the heart of the cultural community, it connects distinctive artistic practices with creative partners across media, luxury, fashion, tech, and art. Committed to sparking dialogue, supporting original talent, and celebrating diverse voices, We Folk fosters deep industry engagement, champions progressive culture, and backs artist-led networks.
With 15 years of leadership in fashion and advertising photography, the agency sought a brand identity refresh and a new website that honored its legacy while embracing a bold future. Simplicity became key—stripping back to essentials while maintaining continuity for existing clients. Beyond the core identity work, we brought editorial sensibility and art direction expertise to their commerce and publishing ventures. This holistic approach helped strengthen We Folk's position at the intersection of representation and creative culture.
The brand identity is anchored by a bespoke logotype—a distinctive mix of lowercase and capital letters that seamlessly unite the two words. A custom ‘K’ adds character and warmth, giving the mark a unique presence. Boldly applied across various communications, the logotype is paired with a timeless serif, striking a balance between modernity and elegance.
The We Folk website needed to be sophisticated, simple, and flexible—a canvas for a diverse roster and rich storytelling. We designed a bespoke template that balances structure and fluidity, allowing imagery and narrative to take center stage. With thoughtful typography, restrained layouts, and light and dark modes, the experience is refined, adaptable, and built to evolve with We Folk’s growing roster.
Our work with WeFolk goes beyond branding into content creation through their Originals platform. We help commission artists from their roster, starting with Polly Brown, to develop exclusive series. These digital exhibitions feature custom layouts, subtle animation, and distinctive visual identities that complement each project's theme.
The WeFolk online shop is a platform that celebrates books created by the agency’s represented artists. To showcase these unique publications, we collaborated with Annabel Elston to art direct a series of images. Each composition places the books within intimate, domestic settings—carefully arranged to highlight both their physical qualities and distinct personalities. The subtly eccentric environments invite viewers to imagine the books as part of their own spaces, adding a layer of storytelling to each object.
