The Modern Way was launched back in 1994 as a public service arm of Studio Flux, one of the first design firms to focus on "eco-friendly" design. Studio Flux was also the first collaboration between the principals of This Is Folly, John Moes and Holly Robbins. Several educational pieces were created over the years, including the tree-free kenaf paper kit produced in partnership with Vision Paper. At one inch high, this is perhaps the world's smallest paper swatch book. Project report cards were also produced to show clients the real-world good they had accomplished with each project. All was designed in a fun retro style, leveraging that era's optimism for the future.