What Are Archetypes and How To Use Them in Branding

At Folk, we believe the key to making a deeper connection with audiences starts with ensuring the brand is relatable; and for us, archetypes are the key. What are archetypes? The idea of the archetype has been around for centuries, most commonly in mythology, literature, painting, and even movies. By definition, an archetype is “a […]

What Were We Thinking: Rebranding a City

Our Approach to Rebranding the City of St. Paul: Audience Understanding to Inform Strategy + Design. Community and city rebranding has quickly become one of our favorite types of projects to tackle. While rebranding a city can be very rewarding for everyone involved, it is no small feat. With a variety of audiences and stakeholders […]

Crafting Impactful Brand Strategy

Developing a brand strategy is an integral first step in establishing your identity, but it’s oftentimes overlooked or ignored. And although it may sound overwhelming and out of your comfort zone, it is worth the effort. We’ve developed a few tips to help you get started. Six Tips for Crafting an Impactful Brand Strategy 1. […]