Person outside on street in front of a brick building.

Person wearing decorative head piece and dress with ferris wheel in the background.

Two people kissing in front of graffiti wall art.

Black cat sitting on cabinet with various picture frames on wall.

Person sitting on steps in front of a building.

This is Fab

Fab is a vibrant e-commerce community where you can discover thoughtfully designed products that bring personality to all aspects of your life. Beyond the fresh finds we highlight, Fab is a platform for ideas, passions, and collaborations, especially curated to allow individual creativity to shine.

Here is just a taste of the plethora of original creative my small but mighty team and I craft together, breathing life into the evolving Fab brand.

Mockup of fab instagram page and website shopping experience.

Adult toy ad. Picture of a banana and a peach with words Love machine(s). Turn me on.

Adult toy sale ad. Picture of eggplant with words Beauty and brains.

Adult toy ad with various toys and words Meet the bedtime buddies.

Feeling sweet? Give yourself some sugar with our adult toys.

Rebranding & Replatforming Fab.com

I was hired by Fab to nurture and grow 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.

Through qualitative research workshops I spearheaded and designed, we tested and developed our customer community understanding with a focus on how they approach their lifestyle aspirations. This work in addition to several other research and data-analytics modalities, empowered my team to craft a new platform around personalization, exclusive access, and truly of-the-moment, culturally fresh discoveries from a wide variety of inspiring sources.

The discerning Fab customer craves authenticity, quality, and personalization.

They are hands-on in the development of their lifestyle 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, tested 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 revitalizing culture from the inside out.

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.