Jae, The Fold's founder, brings 19 years of experience in branding, retail, and advertising strategy, and design.

After graduating from Bath Spa University College in 1999, Jae moved to London to learn the ropes. Having started in B2C retail marketing, Jae worked at multiple agencies, handling all stages of the creative process and running several global branding projects. In 2004, he left to work in Sydney for a year before returning to be a key part of the success of retail branding agency Camouflage. In 2010 he stepped away from retail to set up The Fold, with the view of bringing more creative branding, advertising, and marketing to the world of B2B.

Jae has worked on a wide range of brands across many different sectors, including Virgin Atlantic, Virgin Mobile, Santander, Inmarsat, RNLI and Yale.

Keith is The Fold's Creative Director. With over 15 years of experience in design and branding from his work across agencies, he connects creative to strategy to ensure efficacy across every project.

Since studying at the University of the Arts London, Keith has worked at some of the UK's most prestigious branding, advertising, and experiential agencies, developing creative for brands such as Channel 4, Ford, IBM, Generator Hostels, and the award-winning Liberty Living. Later, Keith became a founding partner of OsborneHeal, a design practice based in London's Clerkenwell that undertook branding, advertising, and film projects.

After a decision to step back into agency life he joined Bisqit, part of H+K Strategy the top 5 UK PR agency, after which he went on to join The Fold, where he has been ever since. His role is to connect strategy and creativity, making sure that all the work we produce is delivers commercially and creatively.

Thomas is our Senior Motion Director. Having graduated with a specialisation in 3D, he has since worked for various agencies across a broad range of sectors. That includes us here at The Fold, where he originally started out as a freelancer in 2020.

With work spanning the breadth of 3D artistry, from photogrammetry and rendering to static modelling and full motion projects, Thomas has a broad range of skills which he uses to bring a kinetic energy to client campaigns.

In his free time, Thomas enjoys getting out from behind the screen to explore the many rambling routes of Norwich with his partner and dog. A friendly sort, Thomas saves all his animosity for boardgames with the family.

Nur is The Fold's Senior Content Executive. With over a decade of experience as a copywriter across various B2B marketing agencies in Kuala Lumpur and London, she brings an investigative eye and strategic thinking to every project.

The bulk of her experience lies in the B2B tech sector, having undertaken numerous projects across marketing strategy and content creation for brands such as Microsoft, AWS, Salesforce, Hubspot, Quantexa, and Capgemini.

When she's not stewing over wordplay and sentence structure for clients, Nur spends her time experimenting in the kitchen (with some success) and keeping her cat away from said culinary ventures (with notably less success).

Nikki is a Design Director at The Fold, who brings a strong design eye to every project she does.

Having graduated from the University of Portsmouth, Nikki plied her trade at a number of different branding agencies, alongside roles at B2B and B2C companies across fintech, manufacturing, recruitment, and more. Regardless of the sector, Nikki's profound belief in the transformative power of creativity, alongside her background in branding, means she always has something fresh to offer on every project—delivering beautiful creative that never loses sight of the bigger picture.

Since joining The Fold in 2024, Nikki has brought craftsmanship, style, and finesse to every project. In her free time, Nikki enjoys immersing herself in a good book and the beauty of the natural world, walking, hiking, and paddle-boarding through the countryside.

Anthony is our Director of Content and Marketing. A deft strategist and canny wordsmith, he ensures that every marketing campaign and initiative makes both creative and commercial sense.

Having graduated from university with a degree in English Lit, he embarked on a ten-year marketing career with some of the largest players in the B2B technology and telco space, leading hundreds of strategic, marketing, and content campaigns. Having worked as in-house, agency, and freelance marketing consultant over the course of his career, he joined The Fold in 2022.

Off-the-clock, Anthony is a big reader, theatre-goer, and movie buff. In his free time, Anthony can be found exploring the streets of London, musing about the finer points of Marvel movies, Sci-fi books, and product USPs.