Strategic Narrative Design

Strategy and Design Thinking

Brands have become fluid, constantly shifting. They are now a form of media and their insight needs to be translated across multiple formats, channels, and environments in a holistic way that embraces their audience at any moment, in any place. Boundaries are abstract. Goods have turned into services. Technology is human. People are their own brands. Space and time no longer feel the same. When everything is in a state of constant change, analysing, interpreting, and creating a strategic plan is what brings stability. Understanding your core insight and developing a strategy around it is what creates medium and long term relevance, as well as engagement and influence in this new era of communication.

Brand Narrative

In a post-advertising society, great communication generates engaged communities beyond convinced customers: imperative forms and slogans are no more. Instead, they have given way to weaving, seductive narratives that make people want to belong. Every one of us is media, not only consuming but producing. In an endless stream of information, we are only engaged by those things that resonate in both the emotional and intellectual sphere. By placing a brand within a bigger picture, a strategic narrative takes something that is hidden within a company and creates impact by making it both meaningful and remarkable.

Creative Direction and Filmmaking

As formats and models of consumption change, video is the main media through which we access information. More than ever, concepts, products, experiences and services are being translated into emotion and imagery. It’s clear that a brand is now a broadcaster: every brand has its own audience and stories to tell. An audience’s entertainment experience has expanded into much more than what it was before: we are now engaged by dynamic narratives that evolve over time, and we are fascinated by stories that are both visually attractive and have depth.

Art Direction and Design

Strategy seeks and develops a message, an insight. Narratives weave this into concepts, ideas and words. Design and art direction translate these ideas into visual language. Evermore in an era where people seek emotional engagement with information, the format given to a message shapes the way it is perceived: the audience receiving that message should remember it, love it, and, eventually, be seduced by it.

Creative Production

Like never before, well-designed objects, precious materials, interesting papers, and tactile surfaces, bear emotional value by bringing intangible feelings into physical instances. While in the past this was of course the only choice, now, conveying ideas in physical and limited form is a bold statement.

Digital Activation

Devices, formats and audiences are more segmented and diverse than ever. A message will succeed if it is able to entertain, inform, delight and be delivered to the right audience, activating the most convenient channels. The old marketing concept of ‘target’ is already worn out: each story should be offered to those influencers and media who want to enjoy and diffuse it, organically expanding message reach and social impact. When a story is successful, activation makes for its global diffusion.


Albert Folch
Creative Director & Founder

Barcelona (Spain), 1977. Albert is the founder of the studio, as well as having given birth to editorial initiatives like Odiseo and Eldorado.  Graduated in Graphic Design from ESDi School of Design, Albert had previously studied Geology at UAB and photography at Royal Academie of Arts de Amberes, in Belgium. Albert is also co-director and teacher in the Postgraduate Diploma in Graphic Design and Publishing Projects at ELISAVA.

Rafa Martínez
COO & Brand Strategist

Barcelona (Spain), 1976. Managing the studio’s commissions and operations, Rafa brings in his strategic vision and journalistic approach as well as his overall branding and communication expertise. After a career in Journalism at Blanquerna-Ramon Llull University School of Communication, he became partner at Folch. Rafa is teacher of Strategic Thinking at the Master of Graphic Design at ELISAVA, as well as being partner of Eldorado and Editor-in-Chief of Folch Insights. He is being appointed member of the Barcelona Council of Digital Communication.

Vincenzo Angileri
Editorial Director and Junior Strategist
Narrative Team

Marsala (Italy), 1991. Bringing his vision to the studio’s editorial initiatives, Vincenzo’s work moves across editorial design, transmedia storytelling, copywriting and long-form writing. Raised in Sicily, he attended classical studies. After having graduated from Politecnico di Milano he received an MA at ELISAVA, and studied studying Screenplay for Cinema. He is also Editor-in-Chief at Eldorado and teacher at the Master of Editorial Design at ELISAVA.

Emmy Koski
Communication Director
Narrative Team

Skellefteå (Sweden), 1990. Emmy’s multidisciplinary profile embraces diverse skills, making her managing themes ranging from communication to publishing and design. Raised in the north of Sweden, Emmy studied media direction during her high school years. She finally moved to Spain to attend her studies in Visual Communication at IED Instituto Europeo di Design. As well as coordinating the communication of the studio, Emmy is Editor-in-Chief at Odiseo.

Raimon Guirado
Senior Designer & Art Director
Team One

Barcelona (Spain), 1990. Raimon has during his years in the studio specialised his skills within editorial projects for institutions, culture and art. He graduated in Graphic design from ELISAVA. After years of experience in the design field, he took a Master’s Degree with a focus on Identity and Editorial Design at the same design school.

Josep Puy
Senior Designer & Art Director
Team Two

Barcelona (Spain), 1994. Josep’s role in the studio is distinguished by his skills within the field of luxury, fashion and beauty, lending a sophisticated tone on both digital and print. He joined the design world through his studies in publishing and advertising graphics at CIC Design School and after he advanced with a Master’s Degree with a focus on Identity and Editorial Design at ELISAVA

Allie Heesh
Senior Designer
Team Two

Nottingham (UK), 1991. Allie’s work stands out for the extraordinary attention to details and for the great clearness of her design work. She successfully completed a foundation in Art and design at the Manchester School of Art. Allie then continued her studies at Northumbria University, achieving a Bachelor Degree in Graphic Design.

Sergi Vilà Bori
Senior Designer
Team One

Barcelona (Spain), 1989. Sergi has developed an expertise in transmedia environments and a clear eye for trend-related commissions. After graduating in Graphic Design at ELISAVA, Sergi gained work experience working in various studios as well as being entrusted with different commissions as a freelancer.

Camilo Roa
Senior UX/UI Designer
Team One

Bogotá (Colombia), 1990. Camilo contributes to the studio’s digital projects with his expertise in UI/UX design and interaction. After graduating Communication Design in Universidad de Los Andes, Camilo worked in different studios in Colombia. Then he moved overseas where he completed his Master’s Degree in Graphic Design at ELISAVA

Valerie Steenhaut
Editorial Assistant
Narrative Team

Ghent (Belgium), 1993. Valerie studied literature and communication at the University of Ghent. She later moved to Barcelona to attend an internship at creative studio O. She is currently completing her postgraduate in graphic design in IDEP where she is working on her final project – the non-existence of adulthood – while assisting on editorial projects in Folch. 

Sara Catita
Junior Designer
Team Two

Lisboa (Portugal), 1992. Sara has a Bachelor’s Degree in Design from University of Aveiro, Portugal. After graduating, she moved to London in order to grow personally and professionally. With a strong passion in Editorial Design and Illustration, she tried to combine these two areas and applied to a Master of Graphic Design at ELISAVA Barcelona. 

Bis Turnor
Communications Assistant
Narrative Team

London, 1990. Bis studied English Literature and Classics at the University of Bristol. She then spent three years working in communications, starting at a creative agency developing strategies for values-driven brands followed by a corporate PR consultancy based in London. She recently completed a full-time graphic design course at Shillington College followed by a postgraduate diploma in graphic design for publishing projects at ELISAVA.

Idil Gücüyener
Junior Designer
Activation Team

Istanbul (Turkey), 1992. İdil studied computer science and engineering at Sabanci University in Istanbul, where she was also introduced to the design world. After achieving her bachelor’s degree, she worked as a software developer for a brief period of time. She then moved to Barcelona where she received a Master’s Degree in Graphic Design at ELISAVA, with a focus on editorial design. She is now contributing to the studio’s projects as an intern.

Angelina De Lucas
Account Manager
Activation Team

Mexicali (Mexico), 1987. Angelina studied Graphic Design in Mexico. In 2011 she moved to Barcelona to dedicate three years working as a strategist and operations manager for other companies. Later she received a Master´s Degree in Design and Direction of Web Projects and Services from ELISAVA. With her multidisciplinary profile and her knowledge of integrated communication strategies, Angelina combines different technologies to create engaging marketing solutions. She is now contributing to studio projects as an Account Manager for the Activation Team.

Francisco Pires
Junior Designer
Team Two

Porto (Portugal), 1995. Francisco has been passionate about visual expression and creative arts for over ten years. Keen to develop his skills in these areas he decided to pursue a professional career in design, initially receiving a Bachelor’s degree in Communication Design from ESAD, Porto, followed by a Master’s Degree in the same discipline from ELISAVA, Barcelona. 

White Horse, Film Production

Pol Gonzalez Novell

Barcelona (Spain), 1982. Pol’s work is testament that his love of light, form, and rhythm can only be matched by his love of good storytelling. Pol studied direction of photography at ESCAC and has been working as a director and cinematographer ever since. Although he has collaborated with top brands and agencies, his favourite projects are always those that dictate their own narrative as they go along (which usually happens when he works with visual artists, fashion photographers, and friends).

Maloles Rodriguez

Murcia (Spain), 1974. Maloles first started her professional career in the Music Industry working for Warner Music, BMG and finally Sony Music where she held different positions including Product Manager for RCA and Ariola Labels. From 2007 she has worked for the Film Industry in long featured films such as: “Chico & Rita”, “L’Artiste et son modèle,” “Nao Pare na pista” and “Wild Oats”, as well as working as a freelancer producer for Vice and White Horse among others.

Julietta Lutti
Director of Photography & Filmmaker

Barcelona (Spain), 1985. Julietta is always exploring new angles and innovative styles that help her develop a particular and sensitive way to frame reality. Having trained at the Film and Audiovisual School of Catalonia (ESCAC), she continued her studies in the United States in Advanced Digital Cinematography and Feature Film Lighting at Maine Media College. Julietta has been a freelance Director of Photography since 2008 and has during this time worked on a wide range of projects. 


Andreu Llos
Web Developer

Torroella de Montgrí (Spain), 1988. Andreu got a diploma in Computer Management and a Degree in Multimedia. He has been working as a freelance developer and web designer since 2010, both individually and in collaboration with agencies and design studios. He led the development of websites like Fucking Young!Eldorado Experience and Folch.

Cristina Rius
Digital Media Strategist

Barcelona (Spain), 1986. Cristina is graduated in Fashion Design at Escola Superior de Disseny i Art Llotja and also in Marketing & Communications from IED. She was managing the digital communications for several international fashion brands and advising companies about how to improve and optimise their online strategy and resources. 

Digital Communication Agency

Barcelona (Spain). 2016. Abstract is an agency specialising in digital communication. They combine strategic and technical SEO knowledge with branding and design in order to create digital platforms with a relevant and sustainable brand value in the market.

Digital & Inbound Agency

NOW is a digital & inbound agency that helps companies to gain, convert and retain customers on-line. They improve digital presence of brands in order to increase their business results focusing on inbound and content strategies, online ads, SEO, social media and digital developments.

Stefano Colli
Architect & Designer

Reggio Emilia (Italy), 1966. Stefano specialises in corporate interior design, approaching the design of spaces on a strategic level and considering it as an integral part of a company’s identity and communication. Stefano moved to Barcelona in 1991 after graduating in Architecture, Design and Communication at Politecnico di Milano.  In the last 20 years he has been combining his professional activity with teaching in ELISAVA, both in the Master of Design of Work Space and the Design Degree.

Marçal Vaquer

Barcelona (Spain). Marçal is a Barcelona-based photographer who specialises in Still Life, Product, Food and Beverages photography. He studied Fine Arts at Universitat de Barcelona and Advertising Photography at IDEP Barcelona. Unless noted otherwise, he is the author of all Folch’s project pictures.

Leo García Méndez

Caracas (Venezuela), 1987. Leo is a Barcelona based photographer. He has a Bachelor’s Degree in Journalism, studied Film Making at ESCAC, Documentary & Artistic Photography and Advertisement Photography at IDEP Barcelona. He enjoys combining Documentary with Advertisement photography and also specialises in Making of and Still Photo.

Instagram: @leocroma

Martí Pujol

Barcelona (Spain) 1995. Martí is a Barcelona-based photographer. He studied a formative cycle of Upper Degree in Advertising Graphic Design at municipal school of art EMAID in Vilanova i la Geltrú and a formative cycle of Upper Degree in Photography at Serra i Abella in l’Hospitalet de Llobregat. He specialises in Events and Documentary Photography as well as Portrait Photography.

Sarah Parot
Editor & Copywriter

Paris (France), 1983. After having graduated in Modern Literature at the faculty of La Sorbonne (France), Sarah got a master degree in Book Publishing at the university of Alcalá (Spain). She has been working as a freelance editor and copywriter since 2009, and she is author of several travel & cultural books about Barcelona.

Cristina Ramos
Set Designer & Creative Director

Barcelona (Spain), 1980. Cristina is a Barcelona-based set designer and creative director known by never finishing her degree studies in History, Psychology and Interior Design. Although mainly focused in fashion photography, Cristina´s favourite jobs always revolve around still life photography due to her deep love for objects and materials.


212 Carolina Herrera, ADCE, Andbanc, Antonio Banderas, Antoine Passerat, Puig, Arquitectura-G, Abigail Lazkoz, Absolute, Ángela Palacios, Anieme, Archizines, Asier Rua, BACOA, Béla Adler & Salvador Fresneda, betevé, Biel.lo, Birdog, Bufete Alfonso López, BCN Fashion Week 2004, Barcelona Televisió, CANADA, Carolina Herrera, New York, CAAM, Carlitos y Patricia, Club de Creativos, COAIB, Comuniza, Comme des Garçons, Cortana, DHub, Decotec, Desigual, Deux Souliers, Doiy, Elias Redstone, Espai Zero1, Estones del Monsant, ETH Zürich, Ewan, FAD, Federació Catalana de Vela, Filaf, Fireplace, Firma, Fucking Young!, Fundació Miró, Fundación Arquia, Furest, Generalitat de Catalunya, Goroka, Grupassa, Hangar, ICEX London, ICEX Madrid, Inditex, Itziar Okariz, Ignacio Uriarte, Jean Paul Gaultier, Jesús Umbría, Joan Morey, Jordi Mitjà, Kilimanjaro Magazine, La Capella/ICUB, La Virreina – Centre de la Imatge, Le Cool, Luis Venegas, Mobles114, Mahou, Mango, Marset, Massimo Dutti, Marco de Vigo, Mariano Zuzunaga, Mateo Arquitectura, Ministerio de Industria, Marssal Studio, Mateo Arquitectura, M114, Mediapro, Metal Magazine, Metrovacesa, Mireia Sallarès, Mishima, Montehermoso, Motif Management, MUSAC, Nina Ricci, paco Rabanne, Parrillus, Pensacola, Peres Projects, Puig, Pull&Bear, R. Empresa de cable de Galícia, RED. Red de empresas de diseño, Republicana de Cine, Rodamco, Sala Rekalde, Sard, Super Love Hotels, Stradivarius, Story: we produce, The Folio Club, Tendencias.TV, Tiger Magazine, TMX, Última Parada, Universitat Oberta de Catalunya, Weneedle, Zara, Zuzunaga.


2017. 2 FAD Silver Laus Awards. Transfer – Global Architecture Platform coded by Llos (Online Publication); Doiy coded by Llos (e-commerce); 5 FAD Bronze Laus Awards. Eldorado –‘The Man Who Sails With The Stars’ Presented by NOWNESS and Eldorado, Produced by Malditos, a film by Antonina Obrador (Audiovisuals); Take (Agency website); Quan les línies són temps for Fundació Miró (Entire Book); Eldorado Volume One (Entire Magazine); Marset Photography by Marçal Vaquer (Art Direction in Print – Photography)

2016. 3 FAD Silver Laus Awards. Marset ‘Reflections on light’ publication (Graphic design – Integrated Graphics); Marset ‘Reflections on light’ illustrations by Pol Montserrat (Graphic design – Illustration (Editorial and/or Commercial); ‘Portraits at the edge of the world’ directed by Goroka and produced by Eldorado (Audiovisuals – Audiovisual) 3 FAD Bronze Laus Awards. Marset ‘Reflections on light’ publication (Graphic design – Corporate Publication, Catalogues & Brochures, Annual Reports); Pretty Woman (Graphic design – Book Covers, Magazine Front Covers and/or Series of Book Covers and Magazine Front Covers); O (Digital – Best Website)

2015. ADC*E Award. Strange Plants with Zioxla (Design – Editorial). 2 FAD Golden Laus Awards. “White Whale” shortfilm for Eldorado (Audiovisuals – Virals and Branded Content); Strange Plants with Zioxla (Graphic design – Best book cover). 5 FAD Silver Laus Awards. Strange Plants with Zioxla (Graphic design – Complete book); Odiseo vol.4/vol.5 (Graphic design – Best periodic publication); Eldorado Panama (Graphic design – Art direction in Photography); Eldorado newsletter (Web and digital media – E-mail marketing); sim-stim by Zeitguised for Odiseo vol.4 (Audiovisuals – Virals and Branded Content). 3 FAD Bronze Laus Awards. Fucking Young! (Web and digital media – Best website); Story: we recommend (Graphic design – Promotional elements); Samuel Nyholm for marset (Graphic design – Art direction in Illustration)

2014. ADC*E Award Nomination. Odiseo by Canada (Film & radio – Corporate Video/TV): by the agency Canada; Odiseo (Design – Editorial Book); 7 FAD Silver Laus Award. eldorado experience one (Graphic Design/Art Direction in Photography); Odiseo by Canada (Web and Digital Media/Virals or Branded Content); Odiseo (Graphic Design/Art Direction in Illustration); Tunica Magazine (Graphic Design/Periodical Publication); Biel.lo (Graphic Design / Alphabet, Lettering, Experimental Typography design); Story: we produce newspaper (Graphic Design / Promotion or Self-Promotion Item); Odiseo (Graphic Design/ Book Cover). 4 FAD Bronze Laus Award. eldorado experience one (Graphic Design / Periodical Publication); Odiseo (Graphic Design / Periodical Publication); El oftalmólogo curioso (Web and Digital Media/Best Website); Chlorine is my perfume (Graphic Design / Complete book).

2013. 1 FAD Golden Laus Award. Tiger Magazine #4 (Periodical); Ángela Palacios (Complete Book). 3 FAD Silver Laus Award. Video Sandal Deux Souliers (Virals or Branded content); Mishima. L’Amor Feliç (Art Direction in Photography); An Incomplete Map of a Time Fragment (Self promotion) 5 FAD Bronze Laus Award. Pedro Rodríguez (Catalogue); Marset 12-13 (Corporative publication/Art direction in illustration); Four Geometry Sets by Ignacio Uriarte (Complete Book); An Incomplete Map of a Time Fragment (Art Direction in Photography); Fucking Young! Magazine (Periodical); Birdog. The only constant is change (Virals or Branded Content/Logotype).

2012. ADC*E Award Nomination. Tiger Magazine (Editorial Design); 4 FAD Silver Laus. BCN Producció’11 (Graphic Design for public administration); (Website), Dutti World Microsite (Microsite); Tiger Magazine (Complete magazine). 4 FAD Bronze Laus. BCN Producció’11 (Editorial projects for public administration); Revista Metal (Complete Magazine); Absolut Mode Society Website (website).

2011. FAD Silver Laus. Tiger Magazine (Complete magazine); 4 FAD Bronze Laus. Marset Novedades’10 (Art Direction in Photography); Misa Negra (Complete Book); Montehermoso’07 (Catalogue); Suena Brillante (Complete Book).

2010. Barcelona City Award. Shortlisted for the Revista Metal (Magazine).

2009. FAD Silver Laus. Fanzine 137 (Complete magazine); Apartamento Magazine (Complete magazine); Revista Few (Complete magazine).

2008. Daniel Gil Award for Editorial Design. Premis d’Arquitectura de Mallorca 04-06 Catalogue (Editorial Design). 2 FAD Golden Laus. R, esta es nuestra historia (In-house publication); FAD book 06-07 (Annual Report). 3 FAD Silver Laus. Fanzine 137 (Complete Magazine); Agenda Musac (Promotion item); Revista Metal (Magazine cover). Design Week London Awards Shortlisted for the Diseño II: The best in contemporary Spanish Design by ICEX London, UK (Exhibition catalogue).

2007. Premi Daniel Gil de Diseño de libros. Selected for: ‘Kenneth Russo. Sonesnat’ by Espai Zero1. Olot (Complete Book); ‘Nestor Sanmiguel Diest. Las emociones barrocas’ by MUSAC Junta de Castilla y León (Complete Book); FAD BOOK 06-07 Memória d’activitats by FAD. Barcelona (Complete book); Julia Montilla by MARCO de Vigo. Xunta de Galícia. (Complete Book).

2006. 2 FAD Bronze Laus. True Fakes for Catalunya Crea. Generalitat de Catalunya (Promotion item); Fanzine 137 (Complete magazine and magazine development). Selected for  Premi Daniel Gil de Diseño de libros. Pero dime la Verdad de la Sala Rekalde. Bilbao (Complete book). Ahora por 787* by Jordi Mitjà (Catalogue).

2005. 2 FAD Silver Laus. Fanzine 137 (Complete Magazine).


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