Some places keep a special atmosphere, The Folio Club is one of these. If you have the chance to step into their 400m2 open space —a former flour mill— in the post industrial neighborhood of Poble Nou, in Barcelona, you will understand why. The Folio Club is a multi-purpose space, an offset-digital print shop and exhibition gallery for independent design projects. The printing company has been there for a few years, but they decided they wanted a change, starting with a new name and a new brand: we were glad they thought of us for directing the whole renovation process.
The client was looking for a new attitude: more than only a digital printing place, they wanted to become a cultural agent and a meeting point for the artistic community. During all the meetings we had with Miguel, Ana and their team, we provided some ideas and key points for the new naming process. Keeping in mind that the name of the new company should portray the printing industry and also convey a sense of community, we started thinking about possible options, writing down lists of names and sharing ideas between us. Finally, we were sure that “The Folio Club” was the right one: Folio — a latin word, recognisable in different languages— is the place where creativity shapes up; and Club gives it the character of community and affiliation. When we presented it to the client, everybody was really excited and positive about it. The name needed to say more than just a print shop. Fun fact: maybe too exalted (and inspired by the white bricks of the space) in the process of naming, that was the concrete chance to choose The White House as final name for the company, and we were seriously determined at building the whole communication on the claim “Come in da house!”.
‘The Folio Club’ was expressing a sense of community, something in between an art gallery, a store and a space for events and conferences. Indeed, exactly what we wanted to say.
What we needed was an identity that marked a change in the path of the client’s business, balanced with a contemporary look and vibrant attitude towards the renovation. We discussed a few proposals between us, we wanted to achieve a perfect identity that would represent the new spirit of the company. Finally we all agreed on one: the logotype is inspired by the iconic character of newsstands, working Lubalin and Neutral typefaces as expressive and contrasting displays, thus evoking and reflecting the printed page. The logo has dynamic potential and allows for an interesting identity system to be built, the layered structure provides the chance to combine the last word “Club” in all the ways it is needed. “The Folio Market” and “The Folio Event” are just a few variations that the identity system allows. The system was completed by the choice of a relaxed, calm and light colour palette, that doesn’t detract from the content.
The whole communication strategy sparked from the naming we had decided upon and the companies goal of positioning as a hybrid between a print shop and a community of artists, illustrators and designers. The tone of the communication needed to be friendly and welcoming in order to create a sense of affiliation and community, which was crucial to kick start the new membership system which is at the core of the newly named The Folio Club. On a copywriting level, the communication was based on the values of cooperation, collaboration and sustainability. “Become a member” was the claim of the first campaign, aimed at explaining all the advantages and discounts of being a member of TFC executed through both physical and digital media. All the events and conferences hosted by The Folio Club started attracting more and more people in the art and design world, and this community is still growing.
The new Folio Club website conveys all the ideas developed in the process, both strategic and graphical. The landing page is designed to offer the user a highlighted content in a full-frame image, as well as a wide range of entries (events, shop, news, etc): the website blog-inspired look is intended to reflect the multiple activities the company offers and to entertain the user. The flexible layered logotype in the header menu can adapt and turn into a frame for the content. Besides promoting its printing services the website highlights the best studios or clients that have worked with The Folio Club, the website also invites the user to “Join the Club” and to be part of the creative community. On a technical level, being programmed on the WordPress platform, the website is easy to manage and allows the client to have control of everything autonomously.