Foolscap
Foolscap is a renowned Australian interior architecture and design studio led by Adèle Winteridge. Based in Melbourne, Sydney, and Perth, they are the people behind many projects we know and love. As long-time admirers of Foolscap’s work and culture, we were honoured to partner with them on the brand’s next phase. Working shoulder-to-shoulder with leadership, we wrote a new brand narrative and built out a research-led strategy that articulates the Foolscap point of difference. The result was a refreshed map for internal and external storytelling, and a new Foolscap brand that respects its legacy, preserves its culture, and reinforces its well-earned industry-leading position.
Video by Gavin Green
Strategy with heart
Foolscap is well-regarded for its conceptual creative, yet few know the scale and rigour beneath the surface. They are one of the country's largest independent and female-founded interiors practices, with a nationwide senior team and an impressive folio of projects spanning the globe. Their capabilities cross sectors – fashion, hospitality, commercial, wellness and workplace – gaining the trust of discerning clients such as Noma, ANZ, Pieces of Eight and The Commons. Working closely with Adèle and her leadership team, we built a strategy to tell the full picture with confidence beyond their inner circle. The goal: bringing Foolscap closer to its true market position by aligning internal beliefs with external perception.
Maintaining the magic
The Foolscap crew are fun. They throw a great party and bring personality to professional settings. To represent them authentically, we built a brand that illustrates their conceptual and commercial nous. To reinforce this strategy, we took care with weighting and structure, creating a stable foundation for experimentation and play. The brand is a chameleon, able to speak to both a CEO and a creative peer with ease. Considered aspects, such as the custom-crafted wordmark and wide tonal colour palette, keep the brand in tune with their approach. A new narrative, with unexpected moments of delight, in the way Foolscap does best.
A new home
Through the new Foolscap website, old and new audiences are now able to explore the depth of the studio’s portfolio and culture. A clean structure, thoughtful content hierarchy and typographic system allow space for delight while also showcasing hero case studies for those who want a deeper dive. Foolscap's new digital home is a flexible business tool, modular in design and build, with ample opportunity for growth. The website demonstrates our overall project intention: to move Foolscap forward without diminishing its inimitable character.
The Foolscap brand has been built with a stable base. It is an intentional place of play and experimentation. A place for community to come together and create. Over time, this is a brand that will become richer through the mess of life and work, and we're along for the ride.
