FOLLIE, LINCOLN
Tucked away in the historic heart of Lincoln’s Bailgate, Follie is a fiercely loved independent gift shop, famous for its pink-fronted charm, eclectic treasures, and the warm welcome of its founder, Josie. A local legend.
THE PROJECT
When Josie came to us, she wasn’t in crisis, but she wasn’t where she wanted to be either. After twenty years of building a one-of-a-kind shop people adored, she felt things had gone a little... meh. The in-store magic was still there, that unmistakable “I’ve found something special” feeling, but online Follie was practically invisible. The website was outdated (and, in Josie’s words, “an embarrassment”), and the bigger picture felt a bit foggy. She knew the potential was there. She just needed someone to help her see it, believe it… and make it happen.
Josie wanted to celebrate twenty years of Follie properly and to elevate the brand without losing any of its heart. She wanted her online presence to feel as inviting, special, and one-of-a-kind as stepping through the real-life pink door.
Enter us! We started with a deep dive to unearth what made Follie so…’Follie’. We built a full Blueprint: brand strategy, messaging, creative direction, and a phased game plan designed to make people feel what Follie is, not just see what it sells. We designed and built a new website that feels like walking straight into the shop; warm, welcoming, and packed with personality, and launched a special 20th Birthday campaign, including a limited-edition collection curated by Josie and her favourite artisans, with 100% of profits going to two charities close to her heart. We even created the designs for Follie’s first merch drop, including the now-iconic Follie tea towel and tote.
INTERIOR & EXTERIOR DESIGN - SIGNAGE - PRINTED MATERIALS - ILLUSTRATION BRAND - WEBSITE
THE RESULT
Follie finally feels online like it does in real life. Josie has a brand she’s proud to shout about, a shopfront on the web that captures the spirit of everything she’s built, and a buzz around her 20th Birthday that was big and brilliant as she deserves.
WHAT JOSIE SAID ABOUT IT...
"Honestly, it’s one of the best decisions I’ve made in the past 20 years. You have been brilliant, patient, enthusiastic, creative, inspiring, kind and fun. Every meeting we’ve had I’ve felt amazing coming out of and excited to see what the next steps will be.”
“I know I’m probably going over the top a bit, but as a business owner, when you like to do everything yourself, it’s quite a big deal to let someone else get inside your creative headspace, but in my head you got, then you took all the information away & came back with a whole new design, concept, products, branding, but still with the essence and character of Follie. It’s still me, it’s still the shop, but it’s just better, much much better, and it just makes me super excited."
"Even if they can only afford the Blueprint meeting, it’s worth its weight in gold… I cried when I read mine! I’d be surprised if they didn’t sign up to working with you after reading it."
"You absolutely exceeded my expectations, smashed it out of the park and over the top of the cathedral! Thank you for being so bloody lovely and approachable. In short, you absolutely excel at what you do. Thank you so much."
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