Great talent is all around us, but it needs the right opportunity to really take off.

In my first week as head of creative at Fab, I was asked to quickly create a campaign for iPhone cases manufactured by Fab’s parent company, utilizing their new state-of-the-art printing method. While the new printing technology was certainly a desirable feature, it wasn’t an emotionally compelling story on its own. I needed to endow this new product with an emotional life and creative pulse. By the end of my first days at Fab, I had recruited 4 fresh faces to express themselves on this mobile canvas. The result was a new platform for Fab to showcase emerging artists and a limited edition iPhone case collection that included a variety of inspiring and empowering ideas. This is a sample of the video storytelling for Fab Launchpad’s inaugural collection, produced during my second week on the job.

I was hired by Fab to build a creative dream team, evolve the Fab brand, and lead the design of an entirely new Shopify site and app refresh. I’m proud of the work we put into dreaming up a whole new Fab, in which product and content are seamlessly intertwined.

In approaching how to help the brand pivot on a very tight budget, I went beyond the realm of traditional creative direction and into the world of trends and insights research. Through in-house focus groups I spearheaded and sat in on, I developed a working hypothesis of who our ideal Fab consumer is and how they approach their lifestyle aspirations. This research empowered my team to craft a platform around exclusive access and unexpected discoveries from a wide variety of inspiring sources.

“The Fab community is comprised of discerning people like you. They crave authenticity, quality, and personalization. They are hands on in the development of their lifestyles and place a strong emphasis on: Home, Work, Play, Passion Projects, and Relationships.

Fab lovers are both nostalgic and forward thinking—creating special moments for themselves and their loved ones is of the utmost importance. They appreciate and respond to sincere recommendations, inspiring individuality, and engaging storytelling. Their greatest aspiration is a life lived on their terms, a life well-designed.”

Far beyond a facelift, my charge included crafting a new culture-building mission for the company, taking the creative, marketing, and business strategy goals of the brand into consideration.

“Fab sparks the creation and curation of beautiful moments in our lives.

We’re driven by self-expression. Through our work, we are able to craft experiences that uniquely speak to us, and that allow you to speak for yourself.

Fab is yours, truly.”