Who we are

Founded in 1996, Folk is based in Sydney’s inner west and has built a multi-disciplinary team of researchers, designers, technologists and strategic thinkers. From our origins in industrial design, Folk is now recognised as a leading Australian design consultancy.


In the public sector, Folk works at every level of government and has worked extensively on digital transformation and service delivery optimisation projects across health, education, social services and justice. 

In business, we work with clients from industries such as professional services, technology and talent.




We work in a converted chocolate factory designed to fit our needs. Our space is a mix of focus and collaborative work areas, and includes a usability lab, photography studio, and workshop for tinkering.

Working with us

What we believe in.

A little understanding goes a long way. 
Good working relationships lead to great work. 
The more open and timely the chats, the more rewarding the journey and outcome. 
Sharing is caring. 

A lot of understanding goes even further.
Vague problem, vague solution. Clear problem, clear solution. And so on.
We ask a lot of questions before attempting an answer. 
If you can’t explain it simply, you don’t understand it well enough. 

We think, critically 
It’s not what you know… it’s what you do with it. 
If probed, prioritised and played back, rigorous research provides the creative leaps to solve the real problem, the best way. 
The what plus the why. Before the how. 

Straight forwards 
Clear is clever. And crucial.
Once comprehensively understood, problems – even big ones – can be simplified. 
Easy? No. Vital? Yes.

Do sweat the small stuff
While big-picture, big idea, big hairy audacious goals are huge – little is bigger.
In discovery or design, details make the difference. 

Surprisingly obvious
The best solution seems both surprising and inevitable. Fresh and familiar. Engaging, pleasing, hard-working.
It connects the brief to its audience in a way that seems “So obvious!”.
Daring is caring.


Michael has over 20 years’ experience in brand and digital strategy, design and communications.

He studied marketing management at the Australian Graduate School of Management, completed the L21 Leadership Program at Mt Eliza Business School, the Behavioural Economics program at Harvard Business School and the Leading Professional Services Firms program at Harvard Business School. He is a trustee of the Committee for the Economic Development of Australia, a member of the Australian Institute of Company Directors, a non executive Board member of Health Justice Australia and MTC Australia, a social enterprise providing training, education and employment services.

Michael has global and regional experience with large multi-nationals and start-ups in Australia, United States, Singapore and China and has also worked with Federal and NSW Government agencies including the Department of the Prime Minister and Cabinet.

Michael enjoys lifting the lid on a client’s business and understanding the dynamics of the market they operate in. He is a firm believer in creative consulting as a real source of competitive advantage - looking at issues through a different lens.

Graham has enjoyed direct involvement in all aspects brand strategy and design – in London and Sydney – for over twenty-five years.

Since arriving in Australia in late 2000, he’s worked on iconic brands, big and small, including NRMA Motoring & Services, Australian Museum, Sydney Symphony, Deloitte, APEC (Australia 2007), and University of NSW. Most recently, Graham and his team have created brand and campaign identities for LinkedIn, McGrathNicol, Deloitte Consulting, and Xenith IP Group.

Graham collected a BA (Hons) degree (and a national student design award win) at University of Central Lancashire, and a handful of awards here and there since. He’s a curious and critical  thinker, a skill that’s evident in every aspect of the design process he’s put in place at Folk. He actively engages in the development of brand strategy, believing it to go hand-in-glove with successful design outcomes. Insights into ideas.

He’s been invited to judge at various design industry awards including the AGDA (Australian Graphic Design Association) Awards Biennale in 2015; speaks on occasion in NSW (and interstate) on thinking, creativity and design; and was vice-chair then chair of AGDA NSW Council for a while.

As creative director at Folk – thinking, writing and designing – he’s still enjoying it.

As Client Services Director, Gemma brings to Folk 14 years of experience within client service, spanning across employee communications, branding, marketing and advertising.

Gemma has built strong and extremely positive relationships with her clients, always striving to solve any problem, aiming to deliver the best possible outcome. Detail, determination and enthusiasm are hallmarks of her client service style.

Tim helps to connect Folk with potential partners and drive positive outcomes for our projects. He cares for how organisations engage, and thrives on models that are more open and collaborative.

He’s spent the majority of his 12+ years engaging with organisations that are purpose-driven and conscious of their impact on the world. He's interested in the evolving models and application of strategic and organisational design, the advancement of technology and how this impacts and reshapes the way we think about the future. On the side, he has an ambitious food and technology project that sits in the hospitality space.

Being an adventurer at heart, he loves nothing more than conquering a mountain climb.

Lou brings 12 years of experience as a creative problem solver spanning across commercial, government, NFP and cultural clients.

Lou is a confident designer who can shape the direction and approach of projects, conduct design research and translate findings into insights and opportunities. With extensive experience of leading teams, Lou uses the design process to create both physical and digital experiences, services and products that positively impact people and shift their thinking.

Michael has spent his career helping organisations to define and shape how they create value for their customers. He has an inquiring mind and enjoys getting to the heart of problems and finding creative responses to the challenges presented. He works with an intuitive balance between creativity and pragmatic commercial thinking and champions co-creation processes.

Bringing 15 years’ experience to the Folk team, Michael has worked as a Design and Strategy practitioner in the UK and Australia: building brands, re-structuring portfolios, reimagining customer experiences and services and galvanising internal cultures around change. He has honed his ability to facilitate stakeholder groups and create the kind of alignment and momentum required to make meaningful change.

Michael has consulted across a diverse range of industries from telecommunications and entertainment to not-for-profit, government, finance, FMCG and health.

Gui hails from Brazil, lives in Sydney, and has a name that is pronounced “Ghee”.

After starting his career over 8 years ago, working in one of the biggest publishing houses in Sydney, Gui went on a quest to learn all aspects of design. He believes in hard work, collaborating and never being entirely content.

Specialising in branding, he applies his skills to design and identities, in both print and digital formats. Previous and current clients have included TAFE NSW, SGAC Fitness, Foxtel, Massimo Melle, Hansen & Gretel, Torrens University Australia, GHD and LinkedIn.

In addition to his day job, Gui is also a street artist, having been commissioned by the City of Sydney to create a mural on Foley Lane, and is studying a Masters in Design at Torrens University Australia.

Gui believes good design is accessible, and approaches each job with the same desire to create unique design solutions that are the best they can be, adding value to a client’s brand and keeping him inspired and challenged.

Originally from England where he completed his degree in Graphic Design from Brighton University, Andy gained his experience in a number of leading London design agencies including Landor, Start JG, The Team, 300 million and Philosophy. He has been fortunate enough to work on a diverse mix of projects throughout his career, ranging from large re-branding projects, designing entertainment apps for London’s Great Ormond Street Hospital to producing illustrations for Lend Lease’s Olympic Park development. Andy’s focus is on branding, web design, print and illustration. He is a strong believer in starting every project with good ideas, as good ideas are bought to life with type, print, illustration and digital applications.

Amelia is a graduate from the University of Technology of Sydney with a Bachelor of Design in Visual Communication and has been working in the design industry for the past 3+ years. Through her education and industry experience she has a solid understanding of the creative process and now utilises these skills in her account management role.

Amelia enjoys a challenge and is naturally eager to ask questions and really get into the nitty gritty of the projects that she is involved in- making sure that she understands the problem that clients are trying to solve.

She has worked on a broad range of projects, including corporate identity, corporate communications, advertising campaigns, direct marketing, video and website design for private sector and government clients in Sydney and Brisbane. Clients include, QLD Department of Communities, Child Safety and Disability Services, Orica, Infrastructure Australia, Amadeus IT Pacific and Class Super.

With 10 years of agency and client-side experience in both the UK and Australia, has earned Davina experience across a broad range of industries including eCommerce, Finance, Education and Professional Services. She has experience leading projects of all sizes and brings significant experience in all aspects of human centred design, stakeholder engagement, user research, information architecture and UX design.

Prior to joining the world of UX, Davina was a legal librarian working at some of the top law firms in London and holds a Masters of Information Management from Queensland University of Technology.

Davina has Bachelor of Multimedia (Design), Masters of Information Management and member of:Information Architecture Institute, Interaction Design Foundation. She was the Senior UX Designer on Dulux Visualizer, an AR App for previewing paint colours that won Innovative Mobile App of the Year at the UK IT Industry Awards 2014 and Innovation of the Year at the EU Digital Communication Awards 2015

With 9 years’ experience working with a wide range of teams, companies and projects, Tim is highly adaptable and responsive to the unique needs of each client, challenge and context.

He has extensive experience in human-centred design, collaboratively leading projects and products in industries including health, media, finance, education, insurance and government.

Prior to discovering the world of UX, Tim was passionately studying and regularly freelancing in graphic design and branding.

Tim loves NBA basketball, sewing, red wine, Italian food, cooking, interior design, architecture, cycling and running. You’ll often see him wearing some sort of hat, cap or beanie every day, from his collection of over 30 pieces.

Ranjeet has over 12+ years’ experience in Digital industry and has been instrumental in the delivery of award winning web & mobile sites, complex content management systems, native iOS & Android applications, interactive TV apps, intranets, integrated campaigns, interactive kiosks & installations, Augmented Reality applications, digital projections, CRM and eLearning tools.

Ranjeet has a healthy mix of business acumen, a passion for holistic UX, sound grasp of technology, an eye for design, programming hard-skills and relentless customer focus. Ranjeet adds value at various parts of the product life-cycle.

Ranjeet’s experience spans various sectors such as Government, Education, Media, Publishers, Real Estate / Property Development, Telcos, Retail, Automotive, Healthcare / Wellbeing, Pharmaceuticals, disruptive startups and big banner media agencies.

Ranjeet is User / Human Centered Design (UCD) practitioner, inspired by Lean startup, Agile UXD and Design thinking. He is passionate about emergent technologies, holistic user experience and service design. He possesses tertiary qualifications in Interactive Multimedia and IT PM, as well as Agile Scrum certifications (PSM and CSPO). He teaches at post graduate level at UTS and guest lectures at GA Syd.

With a broad digital skill-set gained from over 10 years' in web development, multimedia design, digital marketing and communications - working in both creative and technical capacities for agencies, client-side and freelancing - Cas' experience makes him an ideal member of any digital team.

Joining Folk from Cochlear (the Aussie med-tech outfit that invented the bionic ear) and prior to that the National Breast Cancer Foundation, Cas brings to clients wide perspective, guidance and advice to make the most of any digital opportunity.

Consulting with our clients from conception to delivery and beyond, eliciting project requirements, facilitating research, developing digital strategy and managing the end-to-end production of Folk’s Digital projects - Cas is "the guy you want on your digital team, period" (having heard that reference, how could we not have him on board at Folk?).

Cas holds a BA Communications from UTS and a Bachelor of Design from SAE QANTM.

Chris has over 20 years’ experience in the graphic design industry including time spent as a studio manager and in-house designer with clients including Minter Ellison Lawyers, KPMG and Belvoir St Theatre.

He has meticulous organisation and an eye for detail – essential requirements of the role. This highly skilled job requires Chris to have a high-end knowledge of the appropriate industry software (Adobe Photoshop, InDesign and Illustrator).

Fresh out of university.

Mel recently graduated from the University of Wollongong with a Bachelor of Creative Arts in Graphic Design and a Bachelor of Communications and Media Studies in Journalism and Professional Writing. She has worked on a variety of design jobs involving logo design, branding and campaign design.

Her focus in graphic design is on branding, campaign design and illustration. Her studies in Journalism also make her a keen writer.

Mel is a regular beach cleaner down on New South Wales’ south coast.

Joanne has developed a unique skillset through her double degree in Creative Intelligence and Innovation and Journalism at UTS.

Her journalism studies have provided her with a flair for writing and a passion for stakeholder engagement, while her innovation degree has exposed her to multidisciplinary teams and problem-solving techniques.

It’s the combination of these skills that makes Joanne an organised, engaged and valuable member of the team, particularly across digital transformation and user experience projects. She has worked with government and corporate clients, to deliver projects that create valuable and exciting online experiences for their audiences.

Nikki is a highly organised, creative problem solver who brings 7 years of client service experience to Folk.
Process-driven and motivated, Nikki is passionate about building strong relationships with clients and team members to deliver high quality work, that matters.

Nikki’s education in Marketing and Public Relations has led to her working across a range of agency disciplines such as advertising, brand identity, activations and experience design where she has been able to build strong project management skills, and apply them to her role as Account Manager at Folk.

Away from work, Nikki loves to spend time with her family on the South Coast, or chances are you’ll find her with a good book, or a crisp glass of wine in hand.

After first gaining an interest in web development from helping various clubs and associations with websites during his time studying Computer Engineering at the University of Sydney, Hoyan had several stints in various small businesses to assist in providing them with an online presence. Hoyan then moved into the agency environment, where he has been ever since, spending most of his time concurrently performing hands-on web development whilst leading and managing both front-end and back-end development teams. Projects that Hoyan has managed and/or worked on span a multitude of industries, including FMCG, insurance, telecommunications and education.

Sandra has over 20 years of experience in the design industry and holds a BA in Industrial Design and a Certificate IV in HR Management.

She has worked in Industrial and Graphic design industries in Melbourne and in Graphic, Print and Electronic Publishing industries in Sydney not only as a designer but more recently as Studio Manager. Sandra applies best practice quality management processes to Folk’s suppliers.

Sandra role also encompasses Production Management, including the sourcing of production quotes, negotiating prices, researching emerging technologies, making recommendations for production methods, managing suppliers to ensure deadlines are met, maintaining quality control, checking proofs and organising deliveries. She is proficient in the use of Adobe Creative Suite and various production applications.

He’s a dog. He likes to chase birds, sniff clients and bark at the local schoolkids in the afternoon. He doesn’t get a bio.


It’s always good to know good people.

Please get in touch if you like the cut-of-our-jib, and feel you could make a positive impact for you, us and the greater good of our clients’ audiences.

People make places
Work-life’s what you make it. We like to make the most of every job, every day. Every project’s interesting if you’re interested.
We have – what we call – a ‘keen as culture’. Energy beats talent, every time.
We’re people who like to make things… clearer, better, together.

Design centred humans
We like to make a difference (who doesn’t?) with insight, ideas and met deadlines.
Beyond business, our work connects people – to services, knowledge, opportunity – on behalf of ambitious organisations. Large and small. Near and far.

Nothing to atmosphere
We like to be open. Heard, happy and no-hiding.
We encourage the airing and sharing of thoughts, feelings, ideas. Awesome or ordinary matters not. Everybody counts. The greater the contribution, the greater the impact.
It all adds up.

Way to grow
We support anyone who’s keen on advancing their skills and career progression – either in what they do now or would like to do next.
Great minds like a think.

Some crucial incidentals:

  • beautiful converted-old-chocolate-factory studio
  • light and leafy surroundings
  • there’s somewhere to hang your bicycle (and towel after your shower, thankfully)
  • all-day street-parking available
  • fresh fruit, nutty-snacks and chilled sparkling water on tap
  • dog friendly (with a friendly dog)