Arthur Foliard

Creative Director · Executive Creative Director · Designer

9 articles · Nov 2020 — Jul 2025

Studios:Koto

“We built the entire strategy and identity around real people: their words, their photos, their stories.”
“We freed Ollie from the circle and gave it more personality, more flexibility, more play.”
“We built the system with the traveller in mind, not the designer.”
“In a time when everything's being optimised or AI-generated, Tripadvisor's advantage is that it's real.”
“The new identity had to embody the idea of a 'seamless fusion of the physical and digital worlds'.”
“The idea of 'stitching' became a powerful metaphor for connection, reflecting not only how Uniqode bridges these two realms but also how it helps businesses craft more meaningful and secure interactions with their customers.”
“We treat every QR scan like a needle dive: you pierce the surface, slip into a digital layer, then pop back out, threading two realities together in one fluid motion.”
“Showing that ‘stitch’ instantly explains the connection the tech enables without a word, and adds a crafted, human warmth most QR brands lack.”
“The typeface is the brand’s most‑seen element, so it had to carry the idea on its own. Off‑the‑shelf options couldn’t show the ‘thread’, so we drew Uniqode Sans from scratch.”
“We counter‑punched by injecting craft – woven visuals and a custom typeface – to give the square personality.”

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