Frequently Asked Questions

Services & Capabilities

What does This Is Folly do?

We’re a branding and graphic design studio located in Minneapolis, Minnesota. We create hard-working, award-winning, branding and design solutions in partnership with amazing clients. Our services include brand strategy, naming, visual brand identities and logos, websites, digital marketing, packaging, print collateral, annual reports, exhibitions, trade shows, signage, wayfinding, and branded environments and space design. We also have an expertise in sustainable design. Whew!

Do you have a studio or house style?

While we have zero shade for specialists that stick with one personal style or a service niche, we proudly put ourselves in the generalist category. Rather than make one style work for every client, we let strategy guide us to the correct solution, adapting our creative approach to each client according the their brand, audience and needs. And, because of our deep breadth of experience and capabilities, we can develop your brand or project from idea to launch and beyond.

Do you have an expertise in Sustainable Design?

Yes! Thanks for asking! Holly Robbins, one of our partners and creative directors, helped found and develop an online Master of Arts in Sustainable Design program at the Minneapolis College of Art and Design. She has developed courses, advises students and teach several courses in MCAD’s Master of Arts in Sustainable Design program.

Is This Is Folly the right size for my project?

We pride ourselves on being a modest studio with large capabilities. This gives us the ability to work with small start ups or large corporations. It’s our collective career experiences, capabilities and dedication to the success of our clients that has made us and our clients successful, no matter the project. When we need specialized expertise, we can flex to bring in others in our extensive network of collaborators.

What’s with the name This Is Folly?

While we’re serious when it comes to the success of our clients and their brands, we approach each new project with a playful, curious mindset: ready to learn, question, collaborate and create something that delights us all. Life is too short to do otherwise.

What’s This Is Folly’s stance on AI?

We purposely do not utilize, or knowingly include, AI-generated content in our work. Here’s why:

According to the US Copyright Office’s 2025 Report on Copyright and Artificial Intelligence, “Copyright does not extend to purely AI-generated material, or material where there is insufficient human control over the expressive elements.” And, “copyright protection in the United States requires human authorship.”

Beyond the social, ethical and ecological problems associated with AI, there are ownership/copyright issues with content generated using it. Depending on the extent of AI use in creative workflows, either the result cannot be copyrighted, or copyrightability may fall into a legal gray area, requiring records of the creative process to document the extent of AI usage, what system(s) were used, how they generated that “material”, what material the AI learned on, etc. Like the US Copyright Office, we too value human creativity and problem solving over the artificial stuff. AI and its use has opened up huge legal and ethical gray areas yet to be understood and tested. We suggest you save yourself the trouble, protect your brand I.P., and stick to us humans.

Getting Started

Well, how do I get started?

Just give us a call (612-Eight50-Three90three) or send us an email using the form on our contact page. We would love to talk over your project, your brand, the weather—whatever. If it feels like we are a good fit, we can develop an proposal with an estimate for the project. Our estimates include the necessary work, steps and phases, so there are no surprises. Easy peasy.