The Fold are a group of likeminded people, passionate about using creativity to deliver great results.


We believe the best environment for nurturing creativity is a relaxed one. So we’ve created a place where people feel free to articulate their ideas without buzzwords or judgement.

In the studio, the directors flip the switch on the kettle as regularly as our interns (well almost). Likewise, our obsession with craft and effectiveness runs through everything we do. It’s this balance between professionalism and informality that creates a culture in which people thrive.

That’s why, if you ask our colleagues or clients, working with us is mostly effortless, usually fun and always effective.

Jae Henderson

Managing Director
Jae is the founder of The Fold. With 19 years experience in branding, advertising and retail design he knows how to improve brands and their efficacy.

He graduated from Bath Spa University College in 1999 and moved immediately to London to learn the industry, starting at small agency Bull Rodger, he was quickly exposed to all stages of the creative process.

Jae has worked at multiple London agencies, most notably Start where he worked on multiple global branding projects. In 2004 he left to work in Sydney for a year before returning to be central to the success of retail branding agency Camouflage. In 2010 he stepped away from retail to set up The Fold; with a focus more on branding, advertising and marketing.

Jae has worked in a huge variety of sectors on a wide range of brands including Virgin Atlantic, Virgin Mobile, Santander, Inmarsat, RNLI, Yale and many more. Jae’s role is to ensure strategic and commercial success for any projects we lead.

He founded The Fold as an antidote to impersonal agencies and generic solutions, arguing that a more open, dedicated creative approach leads to better outcomes and value for clients.

Keith Osborne

Creative Director
Keith is a creative director at The Fold, with a thorough understanding of brands gained over the past 15 years.

He studied at the University of the Arts London, beginning his career at a small London agency. Before embarking on a career freelancing at some of the UK's most prestigious branding, advertising and experiential agencies for a number of top 100 global brands.

He was founding partner of OsborneHeal, a design practice based in London's Clerkenwell. Where he grew the business from zero, undertaking; 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. Where he worked on brand creation, campaign and experiential projects in equal measure. Working with the likes of Channel 4, Ford, Generator Hostels and the award winning Liberty Living.

Keith's role is to connect strategy and creativity, making sure that projects stay on track whilst being as brave as possible.

Glenn Smith

Glenn is The Fold's resident wordsmith, with over ten years' experience at a host of top London advertising agencies behind him.

He studied at Oxford and, after a short spell teaching in a London secondary school, answered his life's call and stepped into the world of communications.

Starting at Ogilvy as a creative he has since worked at a whole host of top names including M&C Saatchi, JWT and Grey London. He also writes short films and had his debut effort premiered at the Cannes and LA Film Festivals.

Glenn's role is to step into the shoes of existing brands and turn insights into compelling copy, whether it’s a snappy headline, a social piece or a long-form script or website.

He's also our resident comedian, often testing his material here before jumping on stage at the local comedy clubs.


We're always on the lookout for talented individuals to collaborate with, drop us an email.




Years in the business of helping other businesses.


Continents around the globe in over 10 languages.


People people have interacted with our work.