Identity + motion for a small publishing imprint. Built around a single letterform that folds in on itself.
Folklore publishes very small books about very small places. The mark needed to feel like a bookplate — old, personal, but not dusty.
The whole system hinges on one glyph: a serif F that pivots to reveal a second F behind it. A fold. A letter hiding another letter. That's the whole brand, basically.
Logo, wordmark, three stationery items, a motion bumper, one title card for their imprint reel.
Drop the bumper MP4 here — the glow + audio waveform overlays are CSS, they stay.
Three short passes — one to figure out the fold, one to make it look like a real object, one to give it a tiny life of its own.
Twenty sketches of a single F. Then ten more. The final one took two minutes, after five days.
One typeface, one accent colour, one paper. The rules are deliberately few so every piece feels handmade.
The reveal animates in one arc. No bounce. No flourish. Just a small, slow fold.