Getting to know the Folklore team - Meet Loren

Our team Q&As give you an inside look at the people behind Folklore.

As our Graphic Designer, Loren helps us tell our story and convey our ambition through our visual identity. 

What excites you about working in VC?

As a graphic designer, being able to create unique and fresh designs is what I love doing. I have primarily worked as an in-house graphic designer, as I find I can really adapt and engage with a singular brand to really inherit its identity within my work. When I learned about VC, I was intrigued by the ability to work with young and ambitious startups and help them grow into successful companies.

I’m excited to be a part of Folklore because of its unique dynamic, its portfolio of incredible companies, and its design-focused approach to its brand identity. I love working in startup culture because I am drawn to the boundless creativity and imagination of founders. One of the things that excite me most about Folklore is how it fosters those qualities in its startups through its engagement with founders.  

How will you be adding value to Folklore and its companies?

Throughout my experience as a designer, adapting the key values of a brand has been imperative to visually portray a brand’s narrative. I am passionate about design and brand evolution and believe that it can be a powerful tool for building brands, influencing people’s lives, creating content, and so much more, and look forward to working with our companies to help them tell their stories visually.

What’s one lesson you’ve learnt as a designer that you think is relevant to founders?

Visual communication matters. Every great company should start with a clear founder vision and brand identity. Understanding and honing your brand identity is key to launching a great company – it's what people will come back to again and again. The right aesthetic tells the right story and conveys what a brand must stand for. It's more than just a logo or website, it's the tone of voice you want to manifest through your design.

‍What advice would you give to founders who are just starting out when it comes to design?

Spending time with your brand and talking to your customer is essential. Through this process, you get an insight into how people are interpreting your brand. It can also provide invaluable insight into what areas need improvement. This aspect can often be overlooked and can be counterintuitive because as soon as you start showing your idea off, customers will give you valuable feedback.

What apps or tools do you work with that you cannot live without?

I cannot live without my laptop. I am a complete digital nerd and love to try new tools and experiment with digital design all the time. A few tools I use every day without fail are my trusty Adobe Suite programmes, particularly Illustrator and Photoshop. Canva has also been a great tool that I have adapted to use more recently as it is a great way to collaborate with colleagues. And I still like to keep my good ole fashioned notepad close, for jotting down a scribbly idea.

What’s a non-work passion of yours?

Outside of work, I still love to design. Every design is a visual stimulant for me and I find myself often critiquing branding and design wherever I am. Otherwise, I love to travel and enjoy exploring different cultures. In my free time, I like to go for walks/hikes, to the beach when the weather is sunny, explore new areas and spend lots of time with my friends and family.

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