This Is Folly - A Design Partn

About

This Is Folly is a creative partner for leaders who want to create a strategic brand, build brand value or create a meaningful branded experience. Established in 2011, This Is Folly has demonstrated success in branding, branded environments and signage, and packaging design.

Both creative directors/partners have over 20 years of experience each working with Fortune 500 companies, national and regional businesses and organizations, and small businesses. The accounts we’ve worked on includes Target, General Mills, 3M, Wrigley’s, Walgreen’s, Pillsbury, The Preservation Alliance of Minnesota, The City of Saint Paul, The University of Minnesota, Public Arts Saint Paul, Currents, the Minneapolis Downtown Council, Digital River, and more. This Is Folly offers award-winning creative, strategic approaches, personalized service and a deep level of experience.

This Is Folly also has demonstrated experience in creative and brand strategy development, naming, identity development, design for retial, packaging design, collateral material development, illustration, art direction, interactive design, wayfinding, signage and branded environments, museum exhibits, trade show booths, and design for sustainability.

Both partners have a long association with design leader, Target Corporation. Holly Robbins served as creative director for over eight years, leading large, complex projects such as large holiday campaigns or private label food brands, such as Archer Farms, Market Pantry, Choxie and pets brands. Her role including managing, creative directing and coordinating multiple agencies and internal creative teams for TV, radio, in-store signage, promotions, events, packaging and other elements. Before Target, Holly worked at Shea, Inc., a well-known architecture and design firm, working in collaboration with architects to create branded environments and dimensional signage for restaurant and retail spaces.

John Moes worked for Target as a freelance creative and as a creative lead at Design Guys, a key creative vendor for Target. He also worked for various well-known design firms around Minneapolis such as Tilka Design, Boom Island and Known Branding. He worked on renowned brands such as Michael Graves for Target, Philippe Starck for Target, GE, Neenah Paper, Apple, Virgin USA, Daytons, Marshall Fields, and Cambria.

John and Holly also ran an award-winning boutique design firm together in the 1990s for a number of years called Studio Flux. One of our most beloved brands we helped create is famed local high-end chocolate maker, B.T. McElrath, Chocolatier.

Holly also helped co-found and develop a Master of Arts in Sustainable Design at the Minneapolis College of Art and Design. The cutting edge program is taught online and attracts multidisciplinary creative and entrepreneurial students from across the country and around the globe. She continues to teach several courses in the program and advise thesis students.

Show more