BRAND FABLE
Serving a new identity for a sustainably-led ecommerce brand.
Services
Brand Development, Ecommerce Design, Creative Direction and Production, Product Launches, Social Media Content, Lifecycle Marketing, Digital Campaigns, Team Development and Growth
Role
Creative Director
When
2020 - 2021
PROJECT OVERVIEW
In 2020, Fable, a direct-to-consumer homeware brand, brought Mab on as its first hire and Creative Director to redefine its identity, navigate shifting market dynamics, and establish a prominent presence in the competitive eCommerce space. As the first employee, Mab built and led the creative and marketing teams from the ground up, driving a strategic transformation that included a brand refresh, UI/UX redesign, and targeted digital campaigns.
Her leadership drove a 146% increase in repeat customer sales, 25% growth in new customer sales, and helped the brand hit its $2M revenue target in 2020. These results positioned Fable for continued growth and product-market fit in North America and the UK.
CHALLENGE
As a startup navigating the pandemic’s shift in consumer behavior, Fable faced challenges of brand positioning and building consumer trust. With a young, undefined identity, the brand needed to shift its focus to appeal to design-conscious, socially-conscious consumers who valued sustainability, authenticity, and wellness.
AUDIENCE INSIGHT
Research revealed that Fable’s core audience, particularly Millennials and Gen-Z, prioritized sustainability, health, and ethical values in their purchasing decisions. This insight informed the creative strategy, which emphasized simplicity, mindful living, and everyday luxury—all while promoting a more sustainable lifestyle.
STRATEGY
Mab's brand strategy positioned Fable as a premium, design-led brand with a focus on sustainability. Content and experiences were curated to emphasize the beauty of everyday moments, reinforcing the brand’s authenticity and quality. This approach built trust and helped increase both repeat and new customer sales.
PROJECT EXECUTION
Mab’s leadership in Fable’s creative strategy drove the brand’s growth in the DTC eCommerce space. By leading a comprehensive brand refresh, redesigning the Shopify UX, optimizing lifecycle marketing, and executing content strategies, Mab helped Fable achieve significant milestones as a homeware startup.
Brand Development
Mab led the brand’s transformation with a new identity designed to resonate with Fable’s core audience—socially-conscious, design-driven consumers. Working alongside Super Bonjour Agency and freelancers, Mab refined the visual and verbal identity across all brand touchpoints, contributing directly to Fable’s growth trajectory.
Creative Direction and Production
Mab directed Fable’s creative output, overseeing the production of high-quality content and ensuring that every creative piece aligned with Fable’s brand values. This included overseeing product photography, copywriting, and bringing together top-tier creative talent to execute Fable’s vision.
UI/UX Design
A major part of Fable’s success was the Shopify UX redesign, which simplified product layouts and introduced user-friendly features, such as a mix-and-match function for product bundles. This redesign drastically improved the customer experience, leading to significant sales growth—achieving the previous year's sales within two months post-launch.
Product Launches
Mab led several successful product launches that kept Fable’s offerings fresh and aligned with market demands. This included new colorways, product lines, and market expansions, ensuring the brand stayed relevant and appealing to both new and existing customers.
Social Media and Digital Campaigns
Mab revamped Fable’s Instagram strategy to align with its ethical and aesthetic values, focusing on building a community around sustainability. The "Details Matter" campaign, produced in collaboration with S.P.O.T. Agency, highlighted Fable’s sustainable craftsmanship through storytelling. This narrative-driven approach resonated deeply with the brand’s audience and supported Fable’s premium positioning.
Lifecycle Marketing
Mab led the development of targeted email campaigns that fostered engagement and repeat purchases. These personalized flows highlighted product features, sustainability values, and seasonal trends, contributing to a stronger connection with the brand and higher customer retention rates.
Team Growth and Development
As Fable’s first employee, Mab built a world-class creative team from the ground up. She recruited and mentored art directors, designers, and content strategists, establishing an in-house photo studio to streamline product photography production. Mab’s leadership enabled Fable to scale content initiatives efficiently while maintaining brand quality.
COLLABORATOR CREDITS
-
Creative Direction, Brand Strategy & Design: Meredith Ann Brooks; Copywriting: Katie Nanton; Art Direction, Design: Victoria Hall; Marketing: Joe Parenteau, Kate-Lynn Merkowsky, Josephine Au; Web Development: Tina Lu; Product Development: Max Tims, Katie Elks, Cristy Caza.
-
Graphic Design: Lizzy Watkins; Copy: Sacha Jackson; Retouching and E-commerce Photography: Geneviève Bonesso, Marc-André Dumas, and Christian Aires.
-
(Canada) Super Bonjour: Brand Audit, Campaign Creative, Ecommerce Photography. Creative Direction: Vanda Dafri, Reanna Envoy. Campaign Photography: Mathieu Fortin, Campaign Videography Gerado Alcaine; Set and Prop Styling: Audrey St-Laurent; Producer: Yvonne Hercun; Studio: L ́Eloi. (Portugal) S.P.O.T: Brand Video and Photography Production. Producers: Ana Campos Neto, Joana Lima; Director of Videography: Luís Moreira; Gaffer: João Castela; Sound Recordist: Duarte Ferreira, Pedro Balazeiro; Sound: Duarte Ferreira, Photography: Filipa Alves