Every idea starts with a blank sheet of paper. Take that idea and fold it in half, fold it again and then keep going. Each fold presents the idea in a different way, when you’ve folded it 7 times you’ll have taken it to the max. That’s the origin of our name, Fold7 – it’s a metaphor for taking each idea as far as it can go.
This is something we’ve been doing since we began twenty years ago (not necessarily with paper mind you). Our first brief was to create a brand we now recognise as Ted Baker. Back then it was a shirt shop in Glasgow called No Ordinary Designer Label. But when founder Ray Kelvin wanted to create a brand people could relate to, he hired Fold7. The result was the creation and philosophy of Ted Baker. Ironically the brand didn’t pride itself on advertising, so our story starts with brand creation.
In our early years we worked with now household brands such as Muji; launching it in the UK and Molton Brown; relaunching it as the premium luxury brand it is today. Soon, established brands were joining the Fold, Orange chose us as its youth comms specialist and Nike assigned us to create a host of special projects, which in the words of the client would “pop” (his term for sparkle).
Today, we work with some of the world’s most ambitious brands to keep them moving and thriving.