Intelligent Design - The Storyfolk Journey

Find the people who believe in you and don’t forget to believe in yourself. Your curiosity and perspective are worth backing, even when it feels terrifying. Have fun, take some calculated risks, learn as much as you can, and surround yourself with people who challenge and inspire you.

How did the two of you first cross paths, and at what point did you decide to start a business together?

Sarah: Cass and I both studied Graphic Design at The Gordon. We weren’t in the same class, but one of our teachers had a hunch we’d get along and he was right. We became close friends and admirers of each other’s work after graduating, then went off and built very different experiences in the industry. Every now and then we’d say, “We should start an agency together,” but it always felt equal parts exciting and unrealistic.

Then we got the chance to collaborate on a freelance project. It was one of those rare experiences where the work just clicked. Our different skillsets and creative instincts didn’t compete, they amplified each other. It was also just really fun. Somewhere in that process we realised this might actually work. A few months later, I presented Cass with a cake iced with “Will you be my business partner?” She said yes, and the rest is history.

Cass: Sarah’s told the story beautifully. What I’d add is that by then we’d built very different careers, which meant we brought completely different perspectives into the work. Instead of clashing, those differences created something stronger. There’s a real yin‑and‑yang dynamic in both our work and personalities, which has made the partnership incredibly complementary. Also, anyone who proposes a business partnership with a custom‑lettered cake is clearly someone you say yes to.

Looking back on your time at The Gordon, what’s something you carry with you into your work at Storyfolk today?

Sarah: The biggest thing I carry with me is the feeling of support. It’s hard to overstate how much that shaped me. The environment, the people I studied alongside including Cass and the teaching staff who genuinely backed us made a huge difference to the kind of creative, and person, I became.

Cass: I entered the course simply because I loved to create and problem‑solve. Along the way, the teachers helped me understand the power design has to create real change. That idea has stayed with me ever since. The Gordon also played a big role in building my confidence. Like many creatives, I knew I had talent, but self‑belief was something I had to develop. I remember our coordinator saying design is 10% talent and 90% hard work. That really stuck. Knowing that persistence, curiosity, and effort could take me far shaped how I’ve approached my entire career.

You’ve remained connected to The Gordon. What has that ongoing connection come to mean to you?

Sarah: I’ve always believed that one person believing in you can change the trajectory of your life. Cass and I are forever grateful to the teachers at The Gordon who nurtured our love of design, showed us it’s a tool to solve real problems, and believed in us. Staying connected lets us (hopefully) be that person for others — mentoring, sharing what’s possible, and showing how design can lead to meaningful impact and a career you love. I also like to demystify the myth that “there’s no money in the arts.” Design contributes roughly $67.5 billion a year. Bold ideas and strategic minds will always be needed.

Cass: I genuinely feel like I owe a great deal to The Gordon. It was a hugely formative time in shaping my mindset, confidence, and approach to design. Remaining connected feels like a full‑circle moment. It’s incredibly rewarding to support emerging creatives as they begin building their own paths.

In just six years, Storyfolk has grown into a globally recognised agency. What moment or milestone feels most defining so far?

Sarah: We’ve had so many “pinch me” moments, but two really stand out. First, working on a space program — literal rocket scientists and engineers in the room. Ten years ago, I wouldn’t have believed I’d be working on something like that. Second, winning gold at the New York Design Awards and then the World Design Awards. New York is New York, if you can make it there, you can make it anywhere.

Cass: For me, what’s felt most defining isn’t a single milestone, but the calibre of clients who have trusted us. Collaborating with organisations solving complex problems and driving real change has been incredibly meaningful. The awards are amazing recognition, but they’re really a reflection of the work itself and the people we get to partner with.

What’s it really like building and running a business alongside your close friend?

Sarah: It still feels a bit surreal sometimes. When we pause and look back, it’s amazing how much we’ve achieved in such a short time. Our friendship forms the foundation, we know each other inside out and we amplify each other in the best ways. Running a business can be high‑pressure, but the impact we get to make and the fact we’re doing what we love, makes it worth it.

Cass: Working alongside a close friend brings a level of trust and honesty that’s incredibly rare. We have deep respect for each other, which makes it possible to have open, sometimes challenging conversations without it becoming personal. Our differences balance each other out, and that dynamic has shaped Storyfolk in a really positive way.

Looking ahead to 2026, what’s energising you most right now?

Sarah: 2026 is shaping up to be a big year. We’ve got a couple of major rebrands and campaigns in the works and we’ve expanded our team that’s probably what I’m most excited about. Seeing Storyfolk grow with people who are curious and capable makes everything feel bigger and bolder.

Cass: I completely agree. There’s a real sense of momentum. With the team growing and the projects ahead, it feels like we’re entering a new phase not just building an agency but shaping something with long‑term depth and purpose.

Finally, what advice would you give students or recent graduates hoping to forge their own path?

Sarah: Find the people who believe in you and don’t forget to believe in yourself. Your curiosity and perspective are worth backing, even when it feels terrifying. Have fun, take some calculated risks, learn as much as you can, and surround yourself with people who challenge and inspire you.

Cass: If you’re uncomfortable, you’re probably growing. Lean into that. The best opportunities rarely feel safe at first.