Our story is about where we started, what we stand for and who we’ve become.
We began in 1997 with a simple idea: build a creative studio that puts the work, and the clients, first. No inflated egos, no unnecessary overheads, no “agency theatre” (it was the 90’s after all). Just thoughtful, effective design grounded in a love for the craft and real-world experience.
Over time, the studio evolved into something different. What started as advertising grew into a full creative practice, bringing together design, photography and marketing to deliver more intentional, cohesive outcomes for clients across Australia and beyond.
As the business grew, so did the way we approach the work. We became a collective in the truest sense, drawing on a network of trusted creatives, collaborators and specialists, all aligned by a shared principle: do good work, do it properly, make clients happy.
Nearly three decades on, that approach hasn’t changed, but the name has.
In 2026, Empire becomes Agency Folk, alongside a move back to Hobart, allowing us to support our Tasmanian clients more closely, while continuing to work with organisations across Australia and internationally. It’s not a reinvention, but a refinement, reflecting the way we already work today. Same people. Same values. Just a name that better fits what we’ve become.
Why “Folk” you may ask… Because at the heart of everything are people. The people behind the work, the people we work alongside, and the people our clients are trying to connect with.
Why we do it.
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Behind every business or organisation are people, the ones shaping decisions, delivering services, and engaging with the work every day. And on the other side of every brand are people trying to understand, decide and trust. We believe design works best when it starts with people. Not trends, not platforms, not technology, but how something will be experienced in the real world.
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In complex environments, whether corporate, government, community, or commercial, confusion costs time, confidence, and credibility. We’re motivated by the challenge of making things clearer. Clear messages. Clear structure. Clear experiences. When communication is easy to understand, it builds trust and allows people to move forward with confidence.
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Good design is often invisible. It shows up in small decisions: how content is ordered, how information flows, how something feels to use. We do this work because we enjoy thinking deeply about those details, and because getting them right makes a real difference to how people experience a brand or service.
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We value long-term partnerships built on trust, transparency and mutual respect. Many of our clients work with us over years, not just projects. That continuity allows us to do better work and it’s one of the reasons we care so deeply about how we work, not just what we deliver.
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Fast, reactive work has its place, but it often doesn’t age well. We care about creating work that is considered and intentional. Work that stands up over time, adapts to change and continues to do its job long after it’s been launched. That’s better for businesses and the audiences they serve.
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We do this work because we believe thoughtful, human-centred design makes businesses stronger and communication more meaningful. It’s not about noise or novelty (although we know they have their place). It’s about doing things well, being authentic and producing work that people genuinely connect with.
And because we absolutely love what we do.