Brand
You’re here to start something. Shake something. Stir the pot and spike the punch*
Good. So are we.
Young Folks is an indie agency for brands brave enough to do things differently. The line crossers. The truth tellers. The doers and disruptors.
If you’re building something to make the world better, grow market share, and grow your impact, pull up a chair.
We saved a spot for you.
We build the kind of brands that don’t just look good and hold the moral high ground, they win.
That means defining your brand strategy, crafting an iconic visual and verbal identity, then turning it into marketing momentum. Always-on channels keep the wheels turning, while smart, strategic big moves grab attention, shift demand, and take market share.
*Not literally, because that would be a bit unethical. But you get the gist.
Brands making an impact choose us
The visionaries, disruptors, game changers, and rule breakers. The ones asking the better questions, not just shouting the biggest answers. You don’t need to be saving the world (but we’re here for that, too). You just need to be trying to leave it a little better than you found it.
So if that’s you, you’ll fit right in.
Insights, news, and impact
Your customer has company: marketing for humans, algorithms and agents
Lately, I’ve been thinking about who we’re actually making our marketing for, because the answer is getting a bit more complicated than the audience personas in the brand strategy, or the targeting slides in a marketing plan. There’s the human, obviously. The person...
Please don’t ask us to make your brand voice “human and conversational”
Open enough brand guidelines and eventually you’ll meet the same four words: warm, human, confident and conversational. Lovely qualities, sure. Almost completely useless instructions for the poor soul who has to write the website copy on Monday morning. The problem...
Your brand is not a logo
Ask someone what makes up a brand identity and you’ll probably get the usual suspects: logo, colours, fonts, maybe a tagline, perhaps brand voice. All super dooper important. And all wildly insufficient on their own. Because what you’re really building is the...
Mood boards are nice. Creative benchmarking is smarter.
Open Pinterest and you’ll find a tonne beautiful design work. It’s a great place for inspiration. It’s also a pretty flimsy place to start building a brand. Founders often come to us with screenshots, saved posts and mood boards full of brands they love. And we...
Meet the not-for-profit giving rescued farm animals a safe place to come home to
For the team behind ‘Til The Cows Come Home, the goal is simple but profound: to reframe how we think about farm animals. Not as commodities, but as companions. “We started with the mindset that all animals deserve a loving home,” says Rachele Clarke, CEO of the...
You can’t optimise your way out of irrelevance
There’s an untapped opportunity sitting inside most marketing teams. It’s not another channel. It’s not another audience segment. It’s not more automation, optimisation, or A/B tests. It’s better creative. The kind of creative that earns attention, not just rents it....
Why Inclusive Sans 2.0 is the typeface the world needs
Typefaces form the backbone of an inclusive brand experience. They can welcome, or they can exclude. They can slow people down, or help them feel seen. That’s the philosophy behind Inclusive Sans 2.0, designer Olivia King’s latest release: an open-source sans serif...
Get our thinking delivered
A weekly (roughly) dispatch on what it takes to build a future-focussed brand. Drop your details in the form to subscribe.