11/05/2025
Pretty big news...
We're in the process of having a new logo designed!
It’s a small shift, but one that feels pretty meaningful. As I keep growing, learning, and evolving, it felt right to give the Freeman & Folk visual identity a little refresh too.
And y'know what? It got me thinking...
Identity isn’t fixed.
Not in branding, not in life. Not in us.
We’re told we have to figure out who we are—pick a lane and stick to it. But what if that’s never really been the point? What if we’re meant to change shape, tone, and purpose, again and again?
Sometimes you look at an old version of yourself and realise it just doesn’t fit anymore. And that’s not failure. That’s a quiet kind of growth.
A moulting. A shedding. A shift.
The blurry edges, the unfinished drafts, the bits of ourselves we’re still figuring out.
Freeman & Folk is changing - but only because I am too.
Truthfully, that kind of feels like the whole idea.
Whether it is or not... is down to personal interpretation.
I'd say "Watch this space", but quite frankly this is turning more into a platform for me to preach on rather than showcase any of my projects...
tl;dr - Sometimes being emo is a phase, Mum.
