Craig & Karl creates interchangeable identity for Finnish video platform

Creative duo Craig & Karl’s continually shifting identity for Finnish video hosting site Folk evokes the same colourful spirit as the pair’s many other projects we’ve featured in the past. As an online video platform, Folk’s main aim is to help fund independent filmmakers creating videos and video series to allow more voices to be heard in the depths of the internet. 

The diverse mix of people they help is reflected in the illustrations, infographics and typographic symbols that make up the core of the identity. Like a slot machine the icons are put in various, randomly generated combinations. The infinite amount of variations allows the identity to constantly evolve.