The thinking behind the work.
A collection of businesses we've worked alongside — and the strategy, creative and marketing decisions behind how they show up.
Pretty was never the brief.
Viivi
ECOMMERCE · STRATEGY · CONTENT
Suggested layout: one huge hero image followed by 2–4 smaller campaign/product images..
THE BUSINESS
Viivi is an Australian fashion brand built for women who want what they wear to feel as good as it looks.
Our work with Viivi goes beyond filling a content calendar.
It's about understanding the woman buying the product, the world the brand belongs in and how every piece of communication contributes to making Viivi recognisable.
THE APPROACH
Understated rather than over-explained.
Cool without trying to prove it.
Product-led without making every piece of content feel like an advertisement.
The strategy gives the product room to be desirable while building a brand customers want to keep coming back to.
WHAT WE WORK ACROSS
Strategy
Content direction
Social media
Campaign thinking
Brand voice
Ecommerce marketing
Wholesale direction
KOBIE ALLISON PSYCHOLOGY
PSYCHOLOGY · STRATEGY · CONTENT · PAID MEDIA
Suggested layout: quiet editorial imagery, website/social screenshots and selected content.
THE BUSINESS
Marketing psychology requires restraint.
People need enough information to understand the practice and decide whether it feels right for them — without turning something deeply personal into aggressive marketing.
That balance shaped the work.
THE APPROACH
Soft.
Unhurried.
Human.
The strategy is designed around speaking to one person rather than an audience.
Content, advertising and the wider digital experience work together to make the practice easier to find and easier to understand, while remaining considered about the regulatory responsibilities that come with marketing a psychology practice.
WHAT WE WORK ACROSS
Marketing strategy
Social media
Content direction
Brand voice
Google advertising
Instagram
Digital customer journey
Advertising compliance
MALO BABY
BABY · CONSUMER · SOCIAL · RETAIL LAUNCH
Taking a brand into a major retailer changes the conversation.
When Malo Baby launched into Baby Bunting, the opportunity wasn't simply to announce where the product could now be found.
It was to support the moment the brand became available to a much larger retail audience.
THE BRIEF
Folded worked with Malo Baby across social media and the launch of the brand into Baby Bunting.
The marketing needed to support the retail milestone while keeping the brand itself at the centre of the story.
THE APPROACH
Build anticipation.
Make the retail moment clear.
Give the existing community a reason to care.
And make it immediately obvious where customers could now find the product.
Because a retail launch isn't just a stockist announcement.
It's a new chapter in how customers discover the brand.
WHAT WE WORKED ACROSS
Social Media · Content · Retail Launch Marketing · Launch Communications
Different businesses. Different briefs.
There isn't one Folded formula applied to every client.
Sometimes we're managing the social presence.
Sometimes we're rebuilding the website.
Sometimes we're behind the camera.
Sometimes we're helping a brand show up somewhere completely new.
A selection of the businesses we've worked with:
THE WORK BEHIND THE WORK
We don't have a house style.
And we don't want one. Your customer shouldn't look at your marketing and immediately recognise the agency behind it. They should recognise you. Our job is to understand the business well enough to know what belongs — and be disciplined enough not to put Folded all over it. Different businesses should look different. Sound different. Market differently. The thinking behind them is where you'll find us..
DIFFERENT BREIFS CALL FOR DIFFERENT THINGS
STRATEGY
The thinking underneath what comes next.
SOCIAL
Building a presence people recognise rather than simply keeping a feed active.
CONTENT
Working out what deserves to be said, shown and remembered.
PAID MEDIA
Meta and Google advertising connected to the wider customer journey.
WEB
Making sure what happens after the click lives up to what brought someone there.
EMAIL
Building a relationship beyond the algorithm.
PHOTOGRAPHY
Creating the imagery the brand actually needs.
INFLUENCER
Finding the right people and partnerships to put the brand in front of new audiences.
LAUNCHES + EVENTS
Making the moments that matter to the business matter to the customer too.