The Fold are a collective of like-minded people who are passionate about using creativity to deliver great results.
IT'S IN OUR NAME
The best environment for nurturing creativity is a relaxed one. So we’ve created a friendly, personal agency where people feel free to articulate their ideas and develop their craft in a highly supportive atmosphere.
Jae Henderson
Managing Director
The Fold’s founder has 19 years of experience in branding, advertising and retail design.
After graduating from Bath Spa University College in 1999 he moved to London to learn the ropes, starting at Bull Rodger where he quickly gained experience of all stages of the creative process.
Since then, Jae has worked at multiple London agencies, most notably Start where he developed a series of 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 a strong focus on branding, advertising and marketing.
Jae has worked on a wide range of brands across many different sectors, including Virgin Atlantic, Virgin Mobile, Santander, Inmarsat, RNLI and Yale. 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 for clients. His role is to ensure strategic and commercial success for every project we lead.
After graduating from Bath Spa University College in 1999 he moved to London to learn the ropes, starting at Bull Rodger where he quickly gained experience of all stages of the creative process.
Since then, Jae has worked at multiple London agencies, most notably Start where he developed a series of 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 a strong focus on branding, advertising and marketing.
Jae has worked on a wide range of brands across many different sectors, including Virgin Atlantic, Virgin Mobile, Santander, Inmarsat, RNLI and Yale. 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 for clients. His role is to ensure strategic and commercial success for every project we lead.
Keith Osborne
Creative Director
Keith is The Fold’s Creative Director and brings 15 years of branding experience to bear on all of our creative output.
He studied at the University of the Arts London, before embarking on a career at some of the UK's most prestigious branding, advertising and experiential agencies, developing creative for a number of top 100 global brands.
He then became a founding partner of OsborneHeal, a design practice based in London's Clerkenwell, where he grew the business from scratch, 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.
Keith has worked with major clients like Channel 4, Ford, IBM, Generator Hostels and the award winning Liberty Living. His role is to connect strategy and creativity, making sure that all the work we produce is both creative and effective.
He studied at the University of the Arts London, before embarking on a career at some of the UK's most prestigious branding, advertising and experiential agencies, developing creative for a number of top 100 global brands.
He then became a founding partner of OsborneHeal, a design practice based in London's Clerkenwell, where he grew the business from scratch, 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.
Keith has worked with major clients like Channel 4, Ford, IBM, Generator Hostels and the award winning Liberty Living. His role is to connect strategy and creativity, making sure that all the work we produce is both creative and effective.
Tom
Motion Design Director
Tom is The Fold’s Motion Design Director, bringing with him a wealth of experience acquired over 10 years of working in motion design and animation.
Tom honed his skills with a host of prominent digital agencies, including TMW Unlimited, Founded, and Wunderman Thompson. Through this, he developed an interest in motion design and animation, going on to produce and direct bespoke content using 2D and 3D animations.
Tom’s creative work with The Fold elevates the user experience, injecting life into brand identities and increasing engagement through impactful visual communication.
Tom honed his skills with a host of prominent digital agencies, including TMW Unlimited, Founded, and Wunderman Thompson. Through this, he developed an interest in motion design and animation, going on to produce and direct bespoke content using 2D and 3D animations.
Tom’s creative work with The Fold elevates the user experience, injecting life into brand identities and increasing engagement through impactful visual communication.
Gus
Content and Marketing Executive
With three years of financial services experience under his belt, Gus joins The Fold as our Content and Marketing Executive.
After completing his studies, he brought his talent for writing to fintech consultancy 11:FS and, later, payment services provider Teya, where he was an integral part of the company’s rebrand.
Working closely with Anthony, Gus provides campaign support to clients and assists on internal marketing activities.
After completing his studies, he brought his talent for writing to fintech consultancy 11:FS and, later, payment services provider Teya, where he was an integral part of the company’s rebrand.
Working closely with Anthony, Gus provides campaign support to clients and assists on internal marketing activities.
Nikki
Design Director
Driven by a profound belief in the transformative power of creativity, Nikki specialises in the world of brand design and marketing across diverse sectors.
After university, she 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, her background in branding means she never loses sight of the bigger picture.
Joining us as Design Director in 2024, Nikki brings craftsmanship, style, and finesse to every project.
After university, she 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, her background in branding means she never loses sight of the bigger picture.
Joining us as Design Director in 2024, Nikki brings craftsmanship, style, and finesse to every project.
Anthony
Director of Content and Marketing
Anthony is our Director of Content and Marketing, ensuring every client’s every marketing campaign and initiative makes creative and commercial sense.
After university, 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.
Anthony later established himself as a freelance marketing consultant, delivering strategic brand and content leadership to new and established organisations.
He joined The Fold in 2022, where he supports clients with elevated marketing support, and leads the company’s market development activities.
After university, 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.
Anthony later established himself as a freelance marketing consultant, delivering strategic brand and content leadership to new and established organisations.
He joined The Fold in 2022, where he supports clients with elevated marketing support, and leads the company’s market development activities.
JOIN THE FOLD
We're always on the lookout for talented individuals to collaborate with, drop us an email.
Email: talent@@thefoldcreative.com
THE NUMBERS
10
Years in the business of helping other businesses.
6
Continents around the globe in over 10 languages.
7m+
People have interacted with our work.