The Challenge
Strong science, no design system. Inconsistent packaging, no visual guidelines, fragmented presence across print, digital, and retail.
The Approach
Built outward from brand architecture: color, typography, logo, packaging framework, visual principles. Creative strategy aligned directly with the CEO and VP of Marketing, then executed across every channel simultaneously.
The Result
Brand Identity v1.0 is now the operating system for the entire company. The brand made its first major trade show appearance under the new identity. Rebrand continues to expand into new product lines.
Prototypes
Explore the work
Explore the evolution of the work, from the original concept that helped secure the role to the living brand system currently being implemented across the business.
Responsibilities
- Leading the company-wide rebrand across packaging, digital, print, social, and experiential touchpoints
- Develop brand architecture to support future product expansion
- Direct packaging redesign across multiple product lines and flavor launches
- Establish creative systems and guidelines for internal teams and external partners
- Art direct photography, campaign development, and production
Product photography directed by Crystal Wooden, VP of Marketing.
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Five years leading Fabletics from the inside.
360° campaigns, a team of 9+, and a brand launch built from the ground up.