The Different Folk, previously known as a boutique illustration representative agency, has officially relaunched as a full-service animation and illustration production company. This strategic shift aims to align the company's public identity with the large-scale production work it has been conducting for years, according to Executive Producer and Managing Director Subby Noleen.
Key Takeaways
- The Different Folk has transitioned from an illustration agency to a full production company, specializing in both animation and illustration.
- The change reflects the company's existing work on major projects for clients like John Lewis and NOW Gallery.
- A new brand identity features a three-headed creature, symbolizing the plurality of artistic voices and collaborative creation.
- The company emphasizes its international roster of artists and a commitment to authentic cultural representation in its commercial work.
A Shift to Reflect Reality
For several years, The Different Folk operated publicly as an illustration agency while privately managing and producing significant creative projects. The team was responsible for developing colorful installations for NOW Gallery's Diwali celebrations and creating immersive window displays for the retailer John Lewis.
Animation also became a core component of their business, with the studio developing short films and contributing to series work. However, this production capability remained largely unpublicized.
Owning a New Identity
The decision to relaunch as a full production company was a move to correct this public perception. Subby Noleen explained that the company had been producing work for years, but much of it was not yet public.
"We'd actually been producing work quietly for years… However, because many of those projects won't be released until 2027 and beyond, a strange gap emerged where the work we were most proud of wasn't being seen or discussed," Noleen stated.
This created a disconnect where the company was still viewed primarily as illustration representatives, despite having a significant focus on animation production and direction. "Evolving into a full production company was about owning that identity and shining a light on what we were already doing," she added.
From Representation to Production
The transition allows The Different Folk to showcase its full range of services, from initial concept to final production in both illustration and animation. This provides clients with a clearer understanding of the company's capabilities and creates a more suitable environment for a diverse range of craft-based artists.
A Mascot for a New Era
Marking this new chapter is a refreshed brand identity centered on a playful, three-headed creature. This mascot was designed to embody the company's core principle: plurality.
"For us, the three-headed creature represents plurality of artist voices, perspectives, and ways of making," Noleen said. "It's a reminder that creativity is rarely singular." The symbol is meant to reflect the studio's role in nurturing artists' work, practice, and overall vision.
Human Craft in the Age of AI
The company's leadership sees this focus on human creativity as particularly important with the rise of artificial intelligence. Noleen suggests that as AI handles more repetitive tasks, the uniquely human skills of authentic creation and collaborative experimentation become more valuable. The new mascot, rooted in concepts of collective creativity, serves as a rallying point for this philosophy.
Championing a Global Roster
A key strength of The Different Folk is its intentionally international roster of artists, with talent from locations ranging from Cameroon to Cairo. This diversity provides a breadth of cultural perspectives and aesthetic styles that is increasingly sought after by global brands.
"Our roster gives us perspective. It forces us to think beyond a Western lens and to ask, 'whose story are we telling, and why?' and 'who gets to tell them'," Noleen explained. She emphasized that this approach ensures their work is founded on genuine diversity rather than superficial representation.
- Cultural Authenticity: The company prioritizes artists who can bring nuanced cultural insights to projects.
- Strategic Advantage: This focus on authenticity has proven to be a strategic asset in creating impactful campaigns.
- Avoiding Stereotypes: The team actively educates clients and is prepared to decline projects that insist on altering an artist's style or relying on clichés.
A recent campaign for the brand Buchanan's, created with Cuban-born artist Magdiel Lopez, is a prime example. The project, which leveraged Latin heritage through bold typography and cultural nuance, was shortlisted for a prestigious Cannes Lion award.
The Path of an Independent Studio
As a female-led independent company, The Different Folk navigates the creative industry without the large marketing budgets of major agencies. Noleen acknowledged that visibility can be a challenge. In response, the studio focuses its resources on building strong, lasting relationships with both artists and clients.
"Independence allows us to be nimble and try things fast – we wouldn't be able to do that with stakeholders," she said. "We're not chasing artists who look commercial. We're drawn to amazing artists who can make commercial work feel exciting."
This philosophy extends to how they represent their talent. The company is committed to protecting the artistic integrity of its roster, even if it means turning down work. "We're ok to say no," Noleen affirmed, referring to briefs that contain stereotypes or demand changes to an artist's signature style.
Future Creative Ambitions
With the relaunch, The Different Folk is focused on projects that merge the worlds of art and commerce. The goal is to create sponsored work that is so aesthetically pleasing and engaging that its commercial nature is not immediately obvious.
"Illustration and animation at their best are beautiful and (hopefully) spark joy – we love the work where it takes you a minute to realise it's a sponsored project," Noleen commented.
The studio is already exploring ambitious new ventures, including a project to reimagine inclusive playgrounds. This initiative aims to combine high-level artistry with accessibility and tactile design, signaling the company's commitment to boundary-pushing and meaningful work.
Ultimately, the company's mission is clear. "We want to be known for honouring and protecting human craft, creating space for artists to thrive and make a living from their practice," Noleen concluded. "We want people to experience it and instantly feel: that was blatantly The Different Folk."