Creative director and partner in graphic design partnership, This Is Folly, since 2011. ThisIsFolly [dot]com Work with regional and national clients to create successful, award-winning identities and brands, collateral materials, signage, wayfinding, branded spaces and experiences, exhibits, packaging and digital, interface and web site design. Expert level graphic designer with extensive experience in a wide variety of channels and industries. Expert brand designer, with experience in brand strategy, brand positioning, creative strategy, key message development, visual brand identity development, extended brand development and more. Prior to 2011, was a creative director for Target. Managed and directed large-scale projects from seasonal campaigns to owned-brands packaging lines to in-store signage to media projects such as radio, video and TV. Managed teams of direct reports as well as indirect reports and agencies. Led high-profile, well-regarded campaigns such as Holiday 2006/Tord Boontje, Holiday 2009/Marcel Wanders, Halloween 2008/Domo. Creative lead on Target owned brand foods, launching the original Archer Farms and Market Pantry brands, and more. Represented Target at the GreenBlue Sustainable Packaging Coalition, developed sustainable design and claims guidelines for Target and consulted on sustainable design initiatives. Specialization in design for sustainability.…

holly4ThisIsFolly

Creative director and partner in graphic design partnership, This Is Folly, since 2011. ThisIsFolly [dot]com Work with regional and national clients to create successful, award-winning identities and brands, collateral materials, signage, wayfinding, branded spaces and experiences, exhibits, packaging and digital, interface and web site design. Expert level graphic designer with extensive experience in a wide variety of channels and industries. Expert brand designer, with experience in brand strategy, brand positioning, creative strategy, key message development, visual brand identity development, extended brand development and more. Prior to 2011, was a creative director for Target. Managed and directed large-scale projects from seasonal campaigns to owned-brands packaging lines to in-store signage to media projects such as radio, video and TV. Managed teams of direct reports as well as indirect reports and agencies. Led high-profile, well-regarded campaigns such as Holiday 2006/Tord Boontje, Holiday 2009/Marcel Wanders, Halloween 2008/Domo. Creative lead on Target owned brand foods, launching the original Archer Farms and Market Pantry brands, and more. Represented Target at the GreenBlue Sustainable Packaging Coalition, developed sustainable design and claims guidelines for Target and consulted on sustainable design initiatives. Specialization in design for sustainability.…

Available to hire

Creative director and partner in graphic design partnership, This Is Folly, since 2011. ThisIsFolly [dot]com

Work with regional and national clients to create successful, award-winning identities and brands, collateral materials, signage, wayfinding, branded spaces and experiences, exhibits, packaging and digital, interface and web site design.

Expert level graphic designer with extensive experience in a wide variety of channels and industries.

Expert brand designer, with experience in brand strategy, brand positioning, creative strategy, key message development, visual brand identity development, extended brand development and more.

Prior to 2011, was a creative director for Target. Managed and directed large-scale projects from seasonal campaigns to owned-brands packaging lines to in-store signage to media projects such as radio, video and TV. Managed teams of direct reports as well as indirect reports and agencies.

Led high-profile, well-regarded campaigns such as Holiday 2006/Tord Boontje, Holiday 2009/Marcel Wanders, Halloween 2008/Domo.

Creative lead on Target owned brand foods, launching the original Archer Farms and Market Pantry brands, and more.

Represented Target at the GreenBlue Sustainable Packaging Coalition, developed sustainable design and claims guidelines for Target and consulted on sustainable design initiatives.

Specialization in design for sustainability.

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Work Experience

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Education

Bachelor of Fine Arts at University of Wisconsin - Stout
April 9, 2025 - May 20, 1991

Qualifications

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Industry Experience

Consumer Goods, Energy & Utilities, Government, Manufacturing, Non-Profit Organization, Professional Services, Software & Internet, Education, Healthcare, Life Sciences, Real Estate & Construction, Retail, Travel & Hospitality, Other
    uniE621 Ditto Brand Cups Identity and Packaging
    Ditto party cups come to party with a patented double-walled design that insulates your guests hands from hot or cold drinks, eliminating the need for wasteful paper sleeves. We teamed up with the product naming gurus at Pollywog to brand this next generation party animal from the ground up. The name, Ditto, is both fun to say and fun to look at. It plays on several levels: suggesting “double”, referring to the ditto mark, the insulating double wall of the cup, ability to work for both hot and cold beverages, and the fact that you can use the cup again and again. We brought that party to life with a logo and brand culture that celebrates the cup’s unique design, flexibility and durability. Even the package gets into it, not only communicating key product features and benefits, but also serving as handy storage between parties. graphicdesigner logo branding illustrator designer brandstrategy graphicdesign packagingdesign packaging brandidentity…
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    Amber and Jesse had built an in-home personal training service that perfectly fit their typical clients' busy lifestyles—convenient, flexible, personalized, non-judgmental and geared toward long-term success through behavior change and self-fulfillment. They knew they had a good thing going but felt their existing brand wouldn't take them to the next level. Enter This Is Folly. Our process began through several coffee-fueled sessions of discovery and branding workshops, helping Amber and Jesse develop a new brand position that embodied who they’ve become, as well as their future aspirations. We then developed a memorable new name that brought the positioning to life. Our approach for the visual brand culture and website was to create something that was at once friendly and disruptive, cheeky but empowering, modern yet personable. And, of course, most of all, we wanted it to feel happy without being schmaltzy. “We could never find the necessary confidence, skill, or clarity to build a brand that did justice to our message. This Is Folly helped us craft an awesome new name, logo, messaging, and website. The confidence we built around our company is perhaps the most valuable asset that we gained from the process.” —Amber & Jesse, Happy Human…
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