Folklore
Branding
Art Direction
Folklore is a venture capital firm based in Sydney that wanted to create a brand that reflects their bold and unusual way of approaching investment.
Folklore is all about believing in those brave people that will change our tomorrow. The identity had to align with their mission of investing in the next generation of impossible, putting the focus on the founders and their stories, not only their company or products.
We created a confident identity that uses a dynamic icon representing both the letter 'F' and the founder's vision of the future.
The unexpected imagery breaks with any conventions within the investment sector, by portraying the founders projecting their bold visions. The result is a brand that has helped Folklore positioned themselves as a confident and bold player in the sector.
