Smart Set / Brand Refresh & Collateral
Meet Your Makers.
Smart Set is an institution in the Minneapolis art and design community. Originally a Linotype typesetting and prepress output service, they have evolved into a one-stop design, digital printing and bindery partner. We teamed up with Smart Set to freshen their visual brand and their brand voice. We updated their identity and developed new patterns and graphics which showcase their personalized service, attention to craft and general awesomeness for another generation of local creators.
Work & Credits
Our Work: Visual identity & culture refresh, identity guidelines & collateral
Get smart.
“Holly and John at This Is Folly took the time to understand the values of a 37 year old values-based quick printer, and built a fun, fresh, and funky brand identity that really stands out. They listened to what we wanted, and went even deeper to develop not only our graphic assets, but our marketing voice. Assets provided were complete and easy to use. This Is Folly is the real deal, talented folks doing good work for good impact. Their commitment to making the world a better place is matched only by their considerable talents in branding and design.” – Kevin Brown, Smart Set
“Their work was quickly embraced by the entire crew here, to the point where three of my staff went together and got tattoos of individual icons This Is Folly designed!”
—Kevin Brown, Smart Set
