What is Folios?

Folios was envisioned as more than just a gallery — it’s a digital platform where photographers can present their work in a way that feels elevated, intentional, and deeply personal. The goal was to design a brand that wouldn’t compete with the photography, but instead frame it with quiet strength. The challenge was to build an identity system that would work across hundreds of unique portfolios while maintaining a sense of consistency, quality, and refinement.

Folios isn’t about decoration — it’s about elevation. The design is there to serve the work, not to overshadow it.

The design process started with editorial references — art book layouts, minimalist zines, and magazine structures. The idea was to borrow from the world of print and apply it to a digital canvas. Grids were central to the concept, giving the platform a sense of order without rigidity. Typography played a supporting role: crisp, neutral, and legible, allowing the imagery to remain the focus.

Every design decision was tested against one principle: does this make the photographer’s work look better? This meant embracing white space, minimizing distractions, and using subtle animations that felt like the turning of a page rather than a flashy transition.