Web design and brand identity
The Folkist Space is a multi-faceted folk art residency nestled in Utica, NY. This is a place where working creatives are met with both solitude and community. It offers artists the space to immerse themselves in their work, surrounded by comfort and natural inspiration. Guided by Nora Revenaugh, Folkist Space collaborates with the Kirkland Art Center to provide short, funded stays, supporting artists as they navigate within their creative process.
4-month project execution.
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Home
The Folkist Space was in search of a renewed digital identity. One that reflected the poetic, calm, and whimsical essence of Nora’s vision. In collaboration with my design partner, Karae Shuler, we developed a visual and navigational system that balanced expressive storytelling with functional clarity. Our approach ensured that the warmth and intimacy of the brand carried through, while making newsletters and the website easy to navigate and maintain.
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3 potential directions were imagined, with the solitary artist being the most closely aligned to the spirit of the brand.
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To visually express the story of The Folkist Space, I created a logomark rooted in the concept of mirroring: a theme that surfaced often in our conversations. Inspired by the phrase “the truth told slant,” the design embraces subtle asymmetry and reflection. Crafted physically through linocut, the handmade quality reinforces the personal, grounded nature of the space. The maple seed pod pattern connects to the native trees of the area and evokes the quiet sense of rootedness one feels upon finding them underfoot. Just like the grounding presence of Nora’s residency.
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For all applications, we imagined what would most commonly be used and easily replicated for Norah. The most important reflection of the application was the website and newsletter. But of course, every artist needs a cool tote bag.
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We plan to work with Norah in the future to realize our collective vision of this special space.
Amalie McCracken
2026
amaliemcc@gmail.com
+19197487800
Linkedin
Based in Washington. Relocating to London, UK.
Empathy,
observation,
& connection.