Strategic Narrative Design

Strategic thinking and inspiring transmedia storytelling

We provide expertise, creative ideas and disruptive strategies that create brand value and innovation through Strategic Thinking, build a new narrative around brands through Brand Journalism. We widen brand’s competitive landscape, allowing them to grow and become part of new networks. With the creative mindset of a design agency, our ability to integrate a wide transversality of skills and deep understanding of the digital environment enabled us to work with international clients such as betevéInditex, Puig, Marset, Switch-Med, Desigual, Mahou, Stradivarius, Metrovacesa, Zara, and Camper among others.

The concept of editorial environment

After the decline of traditional advertising and the cultural shift towards new ways of consuming content, the way in which we reach audiences changed forever: people can access stories, news and audiovisuals from everywhere, at every time. The transmedia editorial environment maps a new territory: print and digital are no longer only entwined but make part of a bigger ecosystem where storytelling, strategy, design, social networks, copywriting, and art direction all contribute to engage a conversation with the audience and build relationships. Not one message in many forms like old advertising, but a discourse that revolves around the audience across different channels, each with specific characteristics. An approach that allows to permeate people’s lives, as well as informing, amusing and entertaining it in the meanwhile. The concept of editorial environment, born within Folch, led us to develop editorial environments such as Eldorado, The Switchers, OMarset Reflections on Light and Transfer.



Creative production and activation campaigns

Following the shift of paradigm towards transmedia storytelling, and taking into account the rising importance of design thinking and narratives for brands, Folch created White Horse, a creative company focused on production and activation.

By developing strategic narratives and visual storytelling, White Horse produces audiovisual formats with a strategic, thoughtful and aesthetic approach to storytelling. Besides production, White Horse is also an activation company, promoting and giving visibility to campaigns by partnering up with media and activating channels, in order to make brands access diverse market segments and reach new audiences.

A name, a logo and a visual identity system

If a name sets the tone and tells the story of a brand, a logo is its symbol and visual statement. We develop identities from the initial naming process to the design of a creative experience by using the brand logo as the core to a bigger system and way of thinking. We coherently work with clients to understand their values, missions and goals, so we can deliver and build a brand solution with a strong environment and set of visual and textural characteristics.

Art direction services

With our art direction service we translate moods, concepts, messages and ideas of clients and brands into images. We work with different photographers, illustrators, and filmmakers to shape the look and feel of a project, communicating visually in order to appeal to our clients’ target audience. In the past, we collaborated with fashion, studio and documentary photographers, international and national illustrators, freelance filmmakers and video producers.

Creative direction in production

Over the years we have gained an invaluable understanding of printing and production processes which enables us to add significant value, experience and consideration to every piece of production. Our creative direction services include support and guidance throughout the launch of every new project, whether it is a website, a book or a piece of packaging. In doing so, we put our managing skills and our collaborators’ infrastructure at the forefront of every project, making the process easy and free from obstacles.

Designing talks, conferences and events

With the aim of spreading knowledge and new concepts, sharing ideas and educating on the topic of design thinking, Folch develops conferences and designs events, gives lectures and workshops for design schools, communication universities, and company boards. So far we organised educational events for organisations like Puig, Zara, ELISAVA School of Design, and Blanquerna Ramon Llull University, just to name a few.

Environmental contemporary storytelling for brands

Within the Master in Graphic Design in ELISAVA, Folch is in charge of the digital publication project. The theme for 2017 is communicating effectively the environment, going beyond greenwashing and rhetoric. We ask students to develop ideas as an editor, commission collaborators and create content as an art director, and finalise a project as a designer. The course is intended as an open laboratory to explore the creation of a digital editorial project for a brand, and to use contemporary storytelling in order to communicate a company’s commitment towards the environment.

Awards overview