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About

Folkist Space

The Folkist Space is a residency in Utica, NY, that offers artists a blend of solitude, community, and creative support. Led by Nora Revenaugh, it provides funded stays for artists to rest and reconnect with their practice. 

In collaboration with Amalie McCracken, we developed potential brand directions for a refresh of Folkist Space’s identity. We offered conceptual visuals and identity options to guide future development. This rebrand brings much-needed clarity to the residency’s identity, showcasing its scrappy, relaxing, and creative atmosphere. Deliverables included a brand kit with logo marks, type system, color palette, and visual mockups.

Rebrand
2025
Illustrator, InDesign, Photoshop, Miro; Linoleum printing block, ink

The Folkist Space logo and secondary marks were each hand-carved from linoleum, then printed and digitized by Amalie. Each letter in the logo is imperfect and personal; the slanted “O” being inspired by the poem “Tell all the truth but tell it slant,” by Emily Dickinson, a memorable piece of literature to Nora.

The secondary marks feature maple seed pods native to the Folkist Space area. They echo the same carved quality, connecting back to nature and the raw materials artists often turn to. Nora also had the interesting idea to add aspects of mirroring to the brand, which these secondary marks accomplished. Together, these marks reflect the scrappy, handmade spirit of a space where process matters just as much as outcome.

We chose Farro as our header and subheader type to have a display with simple but interesting letterforms and paired it with the classy Farnham Text for body copy.

Newsletter, website, and tote bag designed by Amalie

Newsletter, website, and tote bag designed by Amalie